P&G expanding male grooming product category in nation

The China International Import Expo has provided foreign companies with a unique window into the psyche of Chinese consumers, which they can then leverage to drive product innovation and expand their presence in this super-sized market, said a senior executive.

This is particularly the case for the male grooming market in China, as consumers are increasingly willing to invest in high-quality, personalized and diverse products due to changing social attitudes and enhanced self-image awareness, said Victor Leal Negre, senior vice-president of Procter & Gamble's grooming business in Greater China.

"This year marks P&G's sixth consecutive year participating in the expo, and it is also the sixth year for our male grooming category. Over these six years, we have witnessed the event unleashing the benefits of openness and promoting mutually beneficial cooperation," Negre said during an exclusive interview with China Daily.

P&G has leveraged the expo to showcase innovative products and collaborate with global partners, further reinforcing its confidence and determination to be deeply rooted in the Chinese market, said Negre.

This year, the company is showcasing nearly 100 innovative exhibits, he added, stressing that the expo is an important platform for the company to better understand the nuances of Chinese consumers and introduce tailored solutions that resonate with their preferences.

"Each year, we feel the evolving consumption demands of Chinese consumers at the expo, which translates into our product innovations, allowing us to serve consumers more effectively," he said.

In a rapidly innovating market like China, it's not just about the sheer volume of new products to be introduced, but rather the level of personalization, sophistication, and relevance the company hopes to bring to the table, Negre added.

This focus on quality-driven innovation is especially crucial in the male grooming category, where Chinese consumers are becoming increasingly discerning in their preferences and expectations, to help brands differentiate themselves and gain a competitive edge, said a report by industry information network Chyxx.com in August.

Over the past decade, the proportion of Chinese male consumers who own and use two razors has risen to 40 percent as they recognize that grooming is not just about appearance, but also an important way to enhance confidence and personal value, Negre said.

The market size of the male grooming sector, as shown by data from the Forward Industry Research Institute, is expected to register 20.7 billion yuan ($2.88 billion) by 2026.

Generation Z and millennials have become the main consumer force, and their pursuit of fashion and personalization has driven diversification in male grooming products, he said.

China's male grooming market is being predominantly driven by the burgeoning 18-25 age demographic, who account for 59.5 percent of the total market share, according to Chyxx.com.

This age group places a premium on maintaining a polished, stylish appearance, and they are willing to spend on the products and tools that help them achieve that goal, said Yan Jiangying, chairwoman of the China Association of Fragrance Flavor and Cosmetic Industries.

Factors such as increased exposure to global beauty and fashion trends, as well as a growing comfort with male self-care rituals, have further fueled the rapid expansion of the male grooming market in China, Yan added.

Therefore, P&G is enriching its male grooming product line, from entry-level to high-end products, and from single razors to grooming sets, to meet Chinese men's needs for personalization and specialization, Negre said.