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