Local men remained largely conservative and minimalist when purchasing grooming products. Therefore, Belarusian men mainly purchased essential products and replaced them only when they were finished in 2020.
In Belarus, the main deciding factor for purchasing men’s grooming products is the price; the economic downturn and the subsequent decline in disposable income per capita only reinforced its significance in 2020. Customers searched for the best combination of quality and price, which led to sales growth of affordable men’s grooming products and decline in the premium segment.
The Procter & Gamble Co increased its leading value share in 2020 with its brand Gillette. The company accounted for the majority value share in the men’s shaving category, and was the overwhelming leader in men’s razors and blades.
The constant retail value sales growth of men’s razors and blades is expected to be sluggish over the forecast period because of the increasing popularity of salon services and high-tech shaving devices to use at home. During 2020 there were vital structural changes within the men’s shaving category.
There were structural changes in the men’s pre-shave category as men’s shaving gel's value share increased and men’s shaving foam's value share declined during the review period. This was mainly due to gels becoming more affordable.
COVID-19 reinforced the development of the e-commerce channel in Belarus. At the beginning of the pandemic, store-based retailers were cautious in investing in this channel.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Belarus 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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