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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.
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 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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Estonia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Men's Grooming industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.