Executive Summary

Jun 2019
PROSPECTS
Growth due to improved economy and penetration of global beauty and fashion trends

Men’s beauty and personal care products were traditionally limited to fragrances and shaving products, and local male consumers remained conservative, preferring family products to those created specifically for men’s grooming. During 2018, with the faster penetration of global beauty and fashion trends in the local market, the variety of men’s care products grew significantly.

Mass men’s hair care records the fastest growth

In 2018, mass men’s hair care outperformed in current value terms due to the improved macroeconomic situation and trading up to hair products with value-added benefits. Men increasingly searched for products for hair loss, dandruff and other hair issues.

Health and beauty specialist retailers continue to lead men’s grooming

Depending on the product distributed, men’s grooming was available through different channels over the review period, including traditional grocery retailers, supermarkets, hypermarkets, beauty specialist retailers, drugstores/parapharmacies, outdoor markets and direct selling. Whilst men’s pre-shave and post-shave products were mainly available through modern grocery retailers and traditional grocery retailers, men’s fragrances were mostly distributed through beauty specialist retailers.

COMPETITIVE LANDSCAPE
Male consumers remain loyal to Procter & Gamble Azerbaijan

In 2018, men’s grooming was led by Procter & Gamble Azerbaijan, which holds the largest product portfolio of men’s personal care products under the brand name Gillette. The longstanding presence in the country and product appreciation ensured the success of Gillette during the review period.

Local men’s grooming remains critically low

During the review period, men’s personal care products were led by international brands. Local consumers continued to prefer globally recognised brands that were actively advertised through Russian, Turkish and national TV channels, as well as at the points of sale.

Price-sensitivity of consumers supports new products with competitive prices

Key new product developments during 2018 in men’s grooming were influenced by an affordable pricing strategy due to the price-sensitivity of local consumers after the macroeconomic trade down over the review period. Following this trend, Nicos men’s shampoo, deodorants, shaving products gained ground at the account of competitive prices allocated by manufacturer.

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Men's Grooming in Azerbaijan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Azerbaijan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Azerbaijan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Azerbaijan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Azerbaijan?
  • What are the major brands in Azerbaijan?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Azerbaijan - Category analysis

HEADLINES

PROSPECTS

Growth due to improved economy and penetration of global beauty and fashion trends
Mass men’s hair care records the fastest growth
Health and beauty specialist retailers continue to lead men’s grooming

COMPETITIVE LANDSCAPE

Male consumers remain loyal to Procter & Gamble Azerbaijan
Local men’s grooming remains critically low
Price-sensitivity of consumers supports new products with competitive prices

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Azerbaijan - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care grows in 2018
Influence of global beauty trends
Internationals lead beauty and personal care
Active new product development in 2018
Beauty and personal care to record further growth over the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources