Male grooming products witness spike in sales

Indian men’s grooming market has been witnessing tremendous growth over the last few years with 60 percent jump in sales according to market research firm Nielsen.

Brands in the men’s grooming space are also cashing in on the growth and have launched several products over the years to cater to the needs of this booming sector. Deos, perfumes, styling products along with face creams are some of the fastest selling products for companies in the men’s grooming sector.

Many companies have started developing products to cater to this segment while others are acquiring stakes in firms dealing with men’s grooming products. Recently, Emami Ltd acquired 30% stake in Helios Lifestyle Pvt Ltd which owns ‘The Man Company’ that sells premium grooming products for men.

The men’s grooming market is currently estimated to be around Rs 6000 crore (approx $944 million) and projected to touch sales of Rs 14,200 crore (approx $2.2 billion) by 2020 according to Euromonitor report.

“Our ‘care’ category for men, which includes products such as face creams, has grown by around 50% annually,” said Sachin Killawala, marketing director of Nivea India told the TOI.

“Eyeing a major source of revenue in the men’s range of beauty products, we at VLCC are also hopping on to the bandwagon. We are introducing men’s Ayurvedic skincare range next month,” said Vandana Luthra, founder of VLCC.

“From being mere buyers of razors and shaving creams about a decade back, men are currently spending a handsome part of their disposable income on grooming sessions and buying skincare products,” Luthra added.

Male grooming products witness spike in sales

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