Men's Grooming in Bulgaria

2021 DEVELOPMENTS

Return to the workplace and relaxation of restrictions on social activities drives return to growth

In 2021, sales of men’s grooming products bounced back to positive growth following the double-digit decline in the previous year when demand was low due to the limitations on travel, socialising and entertainment, as well as consumers working or studying from home where possible which upended male grooming habits in Bulgaria, and contributed to the negative sales growth of men’s grooming.

New grooming trends benefit men’s skin care

Men’s skin care was among the fastest growing categories in 2021, along with men’s toiletries these categories have been benefiting from the increased preoccupation with hygiene and self-care, especially by younger male consumers, and rapidly evolving beauty and personal care norms for men as result of social media and influencers. Male consumers are set to become an increasingly influential part of the consumer base over the forecast period.

Pandemic beard growing, regime relaxation limit men’s shaving

There has been a rise in the number of men growing beards, a trend that accelerated during the pandemic as men simplified their grooming regimes during lockdown. Even as consumers returned to the workplace, many men chose to not return to shaving.

PROSPECTS AND OPPORTUNITIES

Men’s grooming set to outperform review period due to growing interest in men’s skin care and premium men’s shaving products

Over the forecast period, men’s grooming is set to perform much more strongly compared to the review period as value sales are projected to accelerate due to growing interest in men’s skin care products and premium men’s shaving products. Value growth will also be driven by ongoing product innovation and the introduction of more sustainable men’s grooming products which usually carry a higher price tag.

Beard trend is here to stay and retro-themed grooming products are gaining in popularity

In 2021, Wilkinson launched Wilkinson Classic Premium, a new line from Wilkinson Sword, a classic shaving set for well-groomed beards. The premium brand stands out for its distinctive design and packaging.

E-commerce emerges as key driver

E-commerce has seen its share of distribution of men’s grooming rise noticeably during the pandemic. This reflects underlying trends, but the restrictions on movement and other COVID-19 measures, as well as underlying reluctance to visit physical outlets, has accelerated the trend.