Men's Grooming in Estonia

PRE-COVID-19 PERFORMANCE

Growth is slower than expected in 2019, with premium men’s deodorants seeing highest value rise

Though men’s grooming saw moderate growth overall in 2019, it has yet to reach the significant pace that was anticipated during the review period, when Estonian men spent increasing amounts of both money and time on their appearance. Rising demand benefited men’s grooming in multiple ways, fuelling development and prompting brands to expand their product portfolios to include a wide range of variants.

Trend for bears negatively impacts men’s shaving in 2019

Men’s razors and blades, men’s pre-shave and men’s post-shave continued to suffer as the trend for beards grew in Estonia in 2091. The fashion for growing and maintaining at least some facial hair also prompting to an expansion of barber shops in Estonia, putting added pressure upon men’s shaving products as consumers increasingly opted for professional services over at-home maintenance.

Procter & Gamble leads in 2019 with world-famous Gillette brand

Procter & Gamble Services Eesti OÜ continued to lead men’s grooming in 2019, unchallenged thanks to the strength of its Gillette brand in men’s shaving. Gillette and Gillette Series took first and second place in brand share, respectively.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to fall by 15% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s fragrances and men’s shaving are the worst hit product areas within men’s grooming, with fragrances considered to be too pricey and unnecessary. As more men are working from home and enjoying reduced social interaction, there is little need to spend money on luxury items such as fragrances.

Recovery and opportunities

All product areas are expected to pick up in terms of value sales during the latter half of 2020, with men returning to the workplace and beginning to socialise again. Due to the negative impact of COVID-19 on Estonia’s economy, falling disposable incomes will mean that some product area within men’s grooming will see significantly slower growth than they enjoyed during the review period – in particular, non-essential items such as fragrances.

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