The beard trend remained strong in 2018, which had a negative effect on sales in men’s shaving: razors and blades, pre-shave and post-shave all declined in current value terms. It could be argued that sales of men’s skin care should also be affected, as there is less facial skin exposed, but there was a strong rise in the number of products positioned for beard and moustache care.
Premium men’s hair care saw the fastest current value growth in men’s grooming in Bosnia-Herzegovina in 2018, and along with men’s skin care, saw amongst the fastest growth in the review period. This category is dominated by pharma brands, which are sold exclusively through chemists/pharmacies and positioned for specific hair care problems men might have – primarily hair loss issues.
Men’s fragrances was another category which outperformed the average in men’s grooming at the end of the review period. Sales were driven primarily by premium men’s fragrances, whilst mass men’s fragrances remained negatively affected by the beard trend – a large proportion of sales of mass men’s fragrances are generated by post-shave products.
International companies dominated men’s grooming in Bosnia-Herzegovina in value terms in 2018, led by Procter & Gamble, Beiersdorf and Unilever BH. Men’s shaving brands contribute the most to the shares of the leading players – Procter & Gamble in particular.
Avon Cosmetics BiH recorded the highest increase in value share in men’s grooming in Bosnia-Herzegovina during 2018, after a solid performance throughout the review period. Avon has recognised the potential in the men’s segment in beauty and personal care, noting that it is significantly less mature and less saturated than the women’s segment.
There are no domestic players with a significant presence in men’s grooming in Bosnia-Herzegovina. A single regional player had a recordable value share in 2018 – Saponia – which markets the ageing Brinell brand, which saw a constant sales decline from 2015.
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This industry report originates from Passport, our Beauty and Personal Care market research database.