Speaking recently to Drug Store News,the company’s marketing director for its Nivea brand, Jennifer Delaney, spoke of the importance of catering to a consumer demand for hassle-free retail experiences among men. Increasingly, male consumers are turning to online retail for personal care products, she explained.
She also noted that due to the decline in shaving and the reduced focus on the upkeep of facial hair, the shave category is facing a challenge in keeping male consumers spending.
“The biggest challenge for the shave category overall is the decreased household penetration of shaving,” the male grooming marketing expert told the publication.
Tricky times for shaving category
Delaney spoke of the declining interest among male consumers in regular upkeep of facial hair, and the challenge this presents brands like Nivea.
“Men are shaving less frequently than they used to, and when they do shave, more often they are opting for facial hair styles that require less grooming, and therefore, less shaving cream,” she explained.
Indeed, facial hair is increasingly in the spotlight when it comes to male grooming, and shaving and the razor category is a hot point of competitivity following Unilever’s acquisition of razor subscription service the Dollar Shave Club.
“Beards have become more acceptable in the workplace and in casual settings,” Euromonitor International has said of the trend, noting that resultingly, shaving is suffering. Beard care, on the other hand, is a point of opportunity.
Market commentators have noted that although growth has slowed in saturated markets such as the UK and Australia, there is still a large amount of white space for male grooming to expand into globally.
Indeed, Datamonitor Consumer recently revealed that African men are offering an exciting emerging consumer group for personal care.
"African men are not shy about shopping for – and using – grooming products to improve their appearance," Datamonitor Consumerresearcher Massiata Barro told CosmeticsDesign-Europe.com.
Euromonitor’s research agrees with this. The company notes that “men’s grooming is still comparatively low, at US$35.4 billion value in 2013, which suggests vast, unrealised potential in the category.”