Men’s grooming rebounded in 2021, following the negative double-digit decline seen in 2020 during the time of the most severe pandemic restrictions. The lockdown forced many to work from home and avoid social events, decreasing the need to stick to traditional grooming regimes.
It is to be noted that men’s grooming in Azerbaijan is still a developing category, with the majority of sales attributed to the most essential products. Therefore, shaving, fragrances and deodorants take the vast majority of sales, leaving rather niche areas for other products.
Nivea Azerbaijan continues to reign in brand terms, thanks to its Nivea Men range. It is historically known as the most dominant male-targeted brand and has continued to be so throughout the years, with a wider portfolio of products and presence on shelves.
No major developments are expected in men’s grooming over the forecast period, with growth to be moderate yet stable. Although the category offers several areas of interest, male consumers in Azerbaijan remain relatively conservative when it comes to their daily beauty and personal care regimes, concentrating on the usage of basics.
Skin care is a good example where sales could be growing in Azerbaijan men’s grooming, however, this opportunity is questionable over the forecast period. Typically, men limit usage of skin care with the simplest cream, or even just post-shave products.
The existing powerhouses of Nivea Azerbaijan and Procter & Gamble Azerbaijan will continue to lead the category over the forecast period, with their Nivea Men and Gillette brands. Both offer strong brand reputations and longevity, with wide portfolios of products to meet all grooming needs and budgets.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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