With many men switching to working from home as a result of COVID-19 and with social engagements largely put on hold many men saw their interest in men’s grooming products drop sharply. With limited interactions outside the home there was less incentive to purchase products such as men’s fragrances, deodorants, and toiletries.
Men’s shaving is the largest product area of men’s grooming in Austria, but it was also the hardest hit by the COVID-19 pandemic. 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.
Unlike most categories, men’s skin care continued to see growth in current value terms in 2020. While many men cut back on spending on men’s grooming in 2020 due to home seclusion, growing awareness of the need to follow a basic skin care routine for long-term health benefits ensured that demand remained relatively stable.
The recovery of men’s grooming is closely tied to a return to relative normality. Many men cut back on spending on men’s grooming during the home seclusion seen in 2020 but as they start tom return to the workplace and begin socialising again demand will likely return.
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. This should provide a short-term boost to sales in the early part of the forecast period.
Men place a lot of value on convenience when it comes to shopping for men’s grooming products. During 2020 supermarkets, hypermarkets and discounters picked up share as consumers took a one-stop approach to shopping; however, it is e-commerce which is likely to be the big winner over the forecast period when it comes to the distribution of men’s grooming.
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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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This report originates from Passport, our Men's Grooming research and analysis database.
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