Men's Grooming in Estonia

PROSPECTS

Men’s grooming continues to develop as men pay more attention to their appearance

Men’s grooming continued to show relatively strong growth in 2018. In general, Estonian men tend to spend more time and money on their appearance.

Premium products and skin care see the fastest growth in 2018

Besides premium men’s products, men’s skin care saw the fastest value growth in 2018. Men’s skin care is still a developing category and product diversity in this category continues to expand, especially within the largest category of men’s facial care.

Fashion of growing beards negatively impacts largest men’s grooming categories

The leading categories in terms of value sales, which are men’s razors and blades and men’s preshave, are suffering pressure from the increasing number of men growing beards. The fashion for growing beards, which evolved over the last several years, also resulted in a growing number of barbershops, which previously were not common in Estonia.

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its leadership in men’s grooming in 2018

Procter & Gamble continued to lead sales in men’s grooming in 2018. The company is the undisputable leader in men’s shaving with the Gillette brand.

Joost-Level achieves the fastest growth in men’s grooming

Meanwhile, Joost-Level saw the fastest value growth in 2018. In men’s grooming the company’s major brand is men-ü, which is still in the early development phase in Estonia.

Developing categories expected to impact shares of leading players more

Over the forecast period companies that dominate skin care, hair care and bath and shower are expected to be the most important players in men’s grooming, as it will be easier for such companies to follow evolving trends and use their expertise to succeed in men’s grooming. At the same time, newcomers are expected to use dynamic development of premium products for their entry in an attempt to use the segment’s inertia to achieve sustainable growth.

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