Men’s Grooming in Eastern Europe

February 2021

Men’s grooming continued to see stagnating sales in 2019, with the Russian market struggling due to pressure on disposable incomes in the region’s biggest market. In addition, the fashion for facial hair continues to put pressure on men’s shaving, the biggest category. In 2020, with men spending a lot more time at home than usual due to Coronavirus (COVID-19), they will also likely relax their normal grooming routines, severely impacting sales in this year.

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Key Findings

Flatlining sales over 2014-2019

Men’s grooming in Eastern Europe recorded a flat historic period CAGR, with sales negatively affected by the disappointing performance in Russia, where many consumers continue to have low disposable income levels. The declines seen in recent years in Russia pulled overall regional sales down to near stagnation, despite most other countries recording positive annual growth rates.

Facial hair trend hits men’s shaving sales

Men’s shaving remains under pressure from the facial hair trend, among younger men in particular. Numerous different styles of facial hair have emerged in this trend, including bushy or trimmed beards as well as “designer” stubble. With far fewer men now considering it important to be clean-shaven on a daily basis, sales of men’s shaving are likely to remain under pressure throughout the forecast period. For some, however, the facial hair needs to be well groomed, trimmed, shaped and clean and tidy, creating room for a new breed of men’s grooming products to emerge, such as beard oils and moustache wax.

Pandemic will have a big impact on men’s grooming

Sales will record a major decline in 2020 as a result of the COVID-19 pandemic, with consumers spending much more time at home than usual. This will be down to lockdowns/quarantines, working from home and the fact that foodservice/horeca establishments will be closed down. Not going to work on a daily basis or having any social occasions will see men becoming less diligent in their daily grooming routines, likely persuading even more of the male population to grow their facial hair, but also reducing the need to use as much of products like fragrances and deodorants. Spending will also be restricted by the economic impact of the pandemic. Sales will rebound in 2021, before settling back into annually stagnating rates from 2022.

Introduction

Scope
Key findings

Regional Overview

Eastern Europe outperforms global growth for per capita consumption
Major sales decline expected in 2020 due to COVID-19
Russia among the countries in the region seeing a dip in shaving sales
Poland adds significant new toiletries sales in 2014-2019
Regional performance hit by falling shaving and fragrances sales in Russia
Most Eastern European countries recording positive growth in 2019
Health and beauty specialist retailers the main distribution channel
Non-store retailing accounts for a fifth of retail value in Eastern Europe

Leading Companies and Brands

Major multinationals lead in Eastern European men’s grooming
Procter & Gamble launching new products to protect its share
Multinationals have a presence across the region
Arko to enter the top 10 brands in the near future?

Forecast Projections

Sharp drop in sales expected in 2020…
…followed by a return to positive growth from 2021

Country Snapshots

Belarus: Market Context
Belarus: Competitive and Retail Landscape
Bosnia and Herzegovina: Market Context
Bosnia and Herzegovina: Competitive and Retail Landscape
Bulgaria: Market Context
Bulgaria: Competitive and Retail Landscape
Croatia: Market Context
Croatia: Competitive and Retail Landscape
Czech Republic: Market Context
Czech Republic: Competitive and Retail Landscape
Estonia: Market Context
Estonia: Competitive and Retail Landscape
Georgia: Market Context
Georgia: Competitive and Retail Landscape
Hungary: Market Context
Hungary: Competitive and Retail Landscape
Latvia: Market Context
Latvia: Competitive and Retail Landscape
Lithuania: Market Context
Lithuania: Competitive and Retail Landscape
North Macedonia: Market Context
North Macedonia: Competitive and Retail Landscape
Poland: Market Context
Poland: Competitive and Retail Landscape
Romania: Market Context
Romania: Competitive and Retail Landscape
Russia: Market Context
Russia: Competitive and Retail Landscape
Ukraine: Market Context
Ukraine: Competitive and Retail Landscape
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