Men’s grooming suffered from the 2020 pandemic lockdowns, with current value and volume decline, as with men spending significant amounts of time at home, they shaved less etc. In 2021, with society opening up, the picture improved, with current value and volume growth.
International manufacturers remained dominant in men’s grooming in 2021, including the leader Procter & Gamble, followed by Coty, Colgate-Palmolive (distributed by Jungent Estonia), L’Oréal and Puig. They all benefit from high brand awareness, widespread availability and a high level of product segmentation.
Men’s skin care is still developing in Estonia but it is drawing the attention of younger consumers who are more interested in preserving and maintaining youthful skin than older generations are, and who are exposed to advertising of male-specific skin care products through a range of media, especially social networks. Furthermore, many men buy men’s skin care to treat dry skin, which is a common skin ailment especially during Estonia’s cold winters.
Men’s grooming will register moderate constant value growth and marginal volume growth over the forecast period. A high emigration rate will dampen volume sales.
Despite the consumer base mainly demanding basic, generic and affordable products often associated with shaving and deodorants, men’s grooming is expected to continue to become more segmented and specialised over the forecast period. Specialised men’s grooming products are expected to consolidate, with global personal self-care and wellbeing trends predicted to have a positive impact on demand for these products.
Premium men’s fragrances is projected to see strong growth over the forecast period. Unlike many areas of men’s grooming, premium fragrances are seen as a sign of status and help men to feel confident and attractive.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Estonia 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.
If you're in the Men's Grooming industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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