Understanding emergence of men’s grooming industry and identifying consumer requirements

Abstract

The country’s beauty industry has primarily catered to the woman population, however in the recent years lots of products have come up catering to the male population. According to Research and Markets, the male’s grooming industry is expected to reach $1.2 billion by 2024 at a CAGR of about 11%. At present, there are over 150 products launched by both start-ups and FMCG giants. The pandemic has seen the growth of startups like Bombay Shaving Company particularly through online sales. However, offline sales have been impacted for most companies. The project realizes the increasing competition in the men’s grooming space and – • Tries to understand the gap that exists in supply and demand • Identifying consumer preferences towards products (need), their awareness of the products and how was this awareness built • Identifying on the supply side the various products and the need they cater to. • Marketing communications plan- Giving suggestions on what companies can target. The project focuses on face care products like face cream, face wash and face scrub.