Men’s grooming could not have chosen a worse moment to make a definite push: just as it started to gain momentum the economy collapsed, and all the potential growth was never manifested. Now that the economic troubles are behind Croatia, men’s grooming is not making up for lost time, but has entered the mature stage without even going through the stage of rapid growth.
In terms of masculinity, Croatia ranks somewhere in the middle compared with its neighbours. Whilst Hungary to the north exudes masculinity, with a Hofstede masculinity index of 88, Slovenia to the west is quite feminine, with an index of 19.
Only recently did men’s shaving cease to be the largest category within men’s grooming, as it was finally overtaken by men’s toiletries – which aggregates bath and shower, skin care, hair care and deodorants. However, men’s toiletries is only slightly ahead, which clearly shows the traditionality which still persists amongst Croatian men.
The overall leader in men’s grooming in value terms in 2018, Procter & Gamble, owes its position to fact that it has no significant competitors in men’s shaving, which is the category from which it draws its strength. However, it does add some value share from men’s toiletries, in which it is active amongst numerous competitors.
Companies fighting for share in men’s toiletries have a much more difficult task getting to the top. The category is an agglomeration of various beauty and personal care product types, which also leads to the involvement of a large number of manufacturers.
Men’s shaving is dominated by razors and blades in terms of value sales. As products of this type require state-of-the-art production facilities, the number of companies offering razors and blades is limited.
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This industry report originates from Passport, our Beauty and Personal Care market research database.