Men’s grooming saw total volume and current value sales return to positive territory in 2021 after having posted steep declines the previous year. Demand for most product types picked up as more Croatians went back to the office and began to regularly socialise outside the home once again following the rollout of COVID-19 vaccines and the relaxation of public health restrictions.
While rates of decline were slower than in 2020, men’s pre-shave and men’s post-shave continued to post negative results in volume and current value terms in 2021. Demand in these categories has fallen over recent years due to the increasing popularity of well-groomed beards and moustaches among Croatian men, a development that has also resulted in a renaissance for traditional barber shops in the country.
Men’s grooming continued to benefit from rising image-consciousness among Croatian men in 2021. Most visible among younger male consumers who spend more time on social media, this trend has been especially impactful in strengthening interest in categories such as men’s skin care, men’s hair care and men’s fragrances in recent years.
Men’s grooming looks set to perform reasonably well over the forecast period, with total volume and current value sales projected to grow steadily and most categories expected to record consistently positive results in both respects. Overall demand will continue to be buoyed by rising image-consciousness among men in Croatia, especially younger males.
Men’s shaving is the only area within men’s grooming projected to contract in volume terms over the forecast period. Men's post-shave, men's pre-shave and men's razors and blades are all poised to record negative performances in this regard due to the growing popularity of beards among Croatian men.
With rising image-consciousness making Croatian men more willing to pay higher prices for products that can help them to improve their appearance, premiumisation is likely to intensify in men’s grooming over the forecast period. Given that the pandemic has made consumers more comfortable with online shopping and compelled store-based retailers and brand manufacturers to focus on strengthening their digital sales and marketing capabilities, it is also expected e-commerce will continue to gain ground in terms of distribution in the category.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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