As current fashion trends lean towards styled facial hair, a significant number of male customers are opting for grooming techniques that focus on shaping their beard contours rather than achieving a smooth shave. This has led to a surge in demand for men’s shaving and styling creams tailored to facilitate these needs...
Men’s grooming continued to recover in volume terms in Spain in 2023, albeit remaining in a negative slump, while value is more strongly supported by price hikes driven by inflationary pressures. The economic landscape and consumers’ lower spending power are major factors in men’s grooming as, beyond consumers’ preference for gender-specific fragrances, multi-use products tend to be favoured in men’s grooming. For example, as seen with the trend for budget-conscious families to purchase large fo...
In 2023, men’s grooming in Portugal recorded positive retail value growth, perceived for several years by manufacturers to present a strong opportunity. Nevertheless, and despite some growth, the landscape has been struggling to really take off. For basic beauty and personal care products such as shower gel or shampoos, many men continue to use unisex products instead of opting for specific men’s bath and shower or men’s hair care products. This has been further escalated by high inflation rates...
As Vietnamese men's incomes rise and living standards improve, they are showing a growing preference for products designed specifically for them. The population imbalance has also led to a rise in demand for men's products, given that Vietnam is home to more men than women. Young men, who are exploring the internet earlier and experiencing puberty sooner, are actively seeking skin care and grooming knowledge online. They are also influenced by global trends, such as those from South Korea or the...
While almost all categories of men’s grooming registered negative volume growth in 2023, men’s fragrances was the one category to buck the generally negative sales trends as both mass men’s fragrances and premium men’s fragrances registered increasing demand. This positive performance can be attributed largely to the increasing trend among local men for paying more attention to their personal grooming. In fact, in per capita spending on men's fragrances has more than doubled in Uruguay over the...
The year 2023 was a strong year for men’s grooming in Latvia and the Baltic region overall. Men have fully returned to socialising with daily regimes resumed outside the home. Consequently, frequent grooming has once again become a daily habit among Latvian men driving sales of men’s grooming products, with particular emphasis on using bath and shower and deodorants. Price inflation added further stimulus to constant value sales, resulting in a strong year for the men’s grooming category overall...
In 2023, the economic situation limited growth for men's grooming in Ireland. Irish consumers suffered from high inflation and declining GDP growth, eroding their purchase power. Consequently, many consumers moved away from purchasing male-specific items, turning to gender-neutral or family products to save money. This impacted the overall retail volume growth of the landscape in 2023; this eroded the category's performance in 2023, with product areas such as men's toiletries, men's pre-shave an...
Men’s grooming saw strong current value growth in Egypt in 2023, while volume sales fell slightly during the year. Growth was driven primarily by the fact that the prices of men's grooming products significantly increased. Reasons for these price rises included a big increase in the prices of imported raw materials due to the devaluation of the Egyptian pound. In addition, the increase in fuel prices affected transportation and production costs, with the rising cost of utilities such as electric...
Men’s grooming recorded dynamic growth in current value terms for the third consecutive year in 2023, mainly led by significant price hikes across all product categories. This surge can be attributed to inflationary pressures, which prompted manufacturers to raise their selling prices while simultaneously reducing their promotional activity. While these cost pressures started to ease in the latter part of 2023 players were under pressure to continue raising prices with their investors being conc...
Men's grooming immediately returned to recording positive growth in 2023 after the decline seen a year earlier when war broke out in Ukraine. Although men themselves were sometimes unable to buy men’s grooming products, women often bought these products for their male partners who were serving in the army. This was helping to drive growth In men’s grooming in 2023, as was the relative normalisation of life in some parts of the country...
Men’s grooming in Belgium is feeling the pressure of a general shift away from the clean-shaven look and rising demand for sustainable options. Retail volume sales of men's shaving continued its downward trajectory in 2023. The rising cost of living brought on by higher inflation pressure also continues to dampen demand, as consumers were more reluctant to invest in new shaving products. The long beard trend has strengthened, affecting the sales performance of pre- and post-shave products, as we...