Men's Grooming in Bulgaria

PRE-COVID-19 PERFORMANCE

Sales boosted by men’s increasing focus on skin and hair health in 2019

There was an intensifying focus on grooming among men in Bulgaria at the end of the review period, with this supporting ongoing sales growth for men’s grooming in 2019. Men’s skin care in particular saw outstanding current value sales growth in the year.

Specialists and e-commerce boost premium sales while modern grocery retailers drive growth in mass products in 2019

Premium products saw a strong performance in many areas of men’s grooming in 2019, benefiting from many men investing more in their grooming regimes, as they seek a more attractive and youthful appearance. The number of affluent men in major cities continued to rise, leading to growing demand for masstige and premium products.

Procter & Gamble and Sarantis remain in lead but Beiersdorf and Unilever offer attractive innovations in 2019

In 2019, Procter & Gamble and Sarantis remained the leaders in men’s grooming. Procter & Gamble benefited from its strong position in men’s shaving and also has a good presence in men’s toiletries via the Gillette, Old Spice and Head & Shoulders brands, while Sarantis similarly has a presence across most product areas via a range of brands including STR8 and adidas.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 14% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

All product areas across men’s grooming are expected to see double-digit retail volume decline and value decline at constant 2019 prices in 2020. Men’s shaving will for example be impacted by men simplifying their grooming regimes as they seek to save money, with men’s post-shave and men’s pre-shave seeing the sharpest sales decline in 2020.

Recovery and opportunities

Following sharp value decline at constant 2019 prices in 2020, as a result of the COVID-19 lockdown and economic uncertainty, overall men’s grooming will achieve a degree of recovery in 2021 and will see good annual growth for the remainder of the forecast period. However, this will be insufficient to support overall sales growth over the forecast period, with a slight decline being anticipated.

Files are delivered directly into your account within a few minutes of purchase.