As men spent more time at home and less time in the office, at the gym or outside socialising in 2021, the volume of men’s grooming products sold continued to fall, a trend that first began in 2020 as the COVID-19 pandemic impacted Denmark. The categories that were most negatively impacted by COVID-19 in 2021 were products that were mostly used to improve outward appearance or presentation.
Despite the downturn in volume, several categories posted growth in current value terms. Demand for men’s fragrances remained strong throughout the pandemic, mirroring the trend in fragrances overall.
For men’s grooming, e-commerce remained the fastest growing channel in 2021 as a new wave of COVID-19 early in the year led to forced closures of department stores and shopping malls. In addition to the store closures many consumers simply preferred to use online shopping during the pandemic in order to minimise their exposure risk by shopping in busy retail stores.
In 2021, men’s grooming is set to return to positive retail volume growth, with the rate of current value growth set to strengthen marginally in comparison to that seen during the review period. Demand for men’s grooming is set to increase as life returns to greater normality in 2022 and Danish men return to working and doing activities outside the home.
After strong performance during the pandemic years of 2020 and 2021, men’s fragrances is set to see a decline in current value sales in the early part of the forecast period as international travel activity increases and consumers once again turn to duty free shopping for fragrances. After the correction when sales levels are once again closer to pre-pandemic levels it is expected that fragrances will again see small positive development towards the end of the forecast period.
The growth in e-commerce is set to moderate over the forecast period, posting slower retail current value growth than in 2020 and 2021. In the early part of the forecast period there will be a correction in sales as consumers return to more normal shopping habits and the e-commerce channel will see smaller growth rates.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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