Men's Grooming in Estonia

PROSPECTS

Men’s interest in hair care and skin care products is growing

In 2017, hair care and skin care were the fastest-growing categories in men’s grooming. Estonian men, especially the younger generation, have become more preoccupied with their appearance and are beginning to use hair and skin care products on a daily basis.

Men’s shaving registers losses in value and volume

In 2017, men’s post-shave and men’s pre-shave saw decreases in volume sales, and men’s pre-shave also declined in volume; the biggest category, men’s razors and blades, also suffered declines in value and volume. This trend is a result of an ongoing fashion of growing beards and the increasing popularity of barber shops.

Systems prevail over disposable razors

Estonian men strongly prefer systems, which accounted for a more than half of total razor and blades sales in 2017. This trend can be explained by two factors.

COMPETITIVE LANDSCAPE

Procter & Gamble leads men’s grooming with Gillette brand

In 2017, Procter & Gamble remained the leading company in the category of men’s grooming, holding a double-digit retail value share on the strength of its dominance in men’s shaving. The Gillette brand is very well known in Estonia and is often associated with male-targeted products.

Multinationals aim to appeal to male consumers with multifunctionality

Although men have started to pay more attention to their appearance, they still want to spend less time on beauty and personal care procedures than women. In order to satisfy this demand, longstanding international brands such as Nivea Men and L’Oréal Men Expert as well as a newcomer, Axe, offer a variety of male-targeted products with multiple benefits.

L’Oréal attempts to increase its share with new skin care products for men

Ranking fourth in men’s toiletries, L’Oréal Baltic is attempting to increase its value share in men’s grooming by launching a series of new products for men’s skin care under the brand L’Oréal Men Expert. In 2017, the company introduced several facial cleansers and moisturisers.

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