Men’s grooming in Belarus recorded similar current strong growth in 2018 to 2017. This was mainly due to the persisting trend amongst men for sporting longer beards, which limited sales of men’s shaving, the largest category within men’s grooming.
As men’s grooming in Belarus had not reached saturation in 2018 and continues to offer further growth potential, the category expanded in product variety and availability. Men’s shaving remained the largest men’s grooming category, with men’s pre-shave recording the fastest growth, due to its popularity among regularly shaving Belarusians.
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.
Competition within men’s grooming continued to be amongst key multinational players, mainly The Procter & Gamble Co and Beiersdorf AG. Nivea by the latter led men’s post-shave, while The Procter & Gamble Co led men’s pre-shave, razors and blades and toiletries.
Competition among key players intensified in 2018. To attract local consumers, some players offered a large number of new product developments including Beiersdorf, while others offered frequent price discounts, targeting price-sensitive consumers and gaining greater volume share.
2018 recorded many new product developments, which were launched mostly by foreign brands. Many new products targeted sensitive skin providing new formulations including products without alcohol.
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This industry report originates from Passport, our Beauty and Personal Care market research database.