Retail value sales of men’s grooming returned to growth in 2021, after the strong decline observed in 2020. However, sales in the product area remained below pre-pandemic levels, as the COVID-19 pandemic and ensuing lockdowns continued to place a downwards pressure on demand for men’s grooming products.
Men’s shaving is the largest product area of men’s grooming in Austria. Prior to the outbreak of COVID-19 there was already a well-established trend for growing a beard in Austria, but for some men they had been unable to do so due to their work situation.
In line with the health and wellness trend, more and more manufacturers of men’s grooming products are launching new products with natural ingredients. For example, toward the end of the review period, Beiersdorf launched a new men’s grooming range, Nivea Cool Kick Fresh which contains cactus water.
Men’s grooming is expected to record muted growth retail volume and current value sales terms throughout the forecast period. As men return to the workplace many will look to return to a clean-shaven appearance in line with the expectations of their employers and customers.
The demand for men’s toiletries with natural ingredients is set to increase over the forecast period. Consumers are increasingly inquisitive about the ingredients in beauty and personal care products and seek to avoid ingredients which are potentially harmful to human health or the environment.
Procter & Gamble Austria is expected to retain its leading position in men’s grooming over the forecast period. The success of Procter & Gamble Austria in men’s grooming is attributed to its outstanding performance in men’s shaving where the company leads sales with its Gillette brand.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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