With the return to normal lifestyles and an increase in social contact, men’s grooming sees positive value growth in 2021; however, sales fail to reach their pre-COVID-19 level. Nevertheless, consumer demand for men’s grooming products is strong in the year as notions of masculinity continue to be influenced by Western trends and men are becoming more image-conscious and more comfortable with the purchase and use of grooming products.
Overall, skin care has been demonstrating some of the highest growth rates over the review period. This was also the case in 2021 as skin care is appealing to a growing number of male consumers who are increasingly using products for healthier skin and to fend off the effects of ageing on the skin.
Procter & Gamble doo remained the largest player in men’s grooming in 2021 thanks to its Gillette brand’s continued dominance of the large men’s razors and blades category. Systems dominated in men’s razors and blades, driven by the perception of better performance compared to disposables but also due to their higher unit price.
Thanks to increased consumer demand for men’s grooming products in Bosnia and Herzegovina from several younger consumer groups, particularly Millennials and Gen Z consumers, and their strong attention to detail and a well-groomed look, men’s grooming is set to outperform its review period performance over the forecast period. Even stronger growth in the category could be impacted by COVID-19 and the lasting shift towards working from home, now that routines and technologies are in place and both employers and their staff have come to appreciate the benefits.
Premium men’s skin care is set register the fastest growth in men’s grooming over the forecast period as skin care products are gaining more attention from men who increasingly consider well-maintained facial and body skin a must. Men in Bosnia and Herzegovina continue to be influenced by Western trends are expected to become more image-conscious and comfortable with the purchase and use of grooming products going forward, particularly skin care products.
While it still has a low share in men’s grooming, e-commerce has established a significantly stronger presence in the category than in many other beauty and personal care categories, and saw its already dynamic growth accelerate in 2020 as the COVID-19 crisis led to restrictions on the operations of physical stores. Moreover, the performance of online retailing was bolstered by increased investment on the part of major retail chains looking to maintain contact with consumers and compensate for the loss of sales through core physical stores.
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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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