Men’s grooming products are expected to grow at a moderate and healthy pace over the forecast period. Basic and generic mass products will continue to be preferred in general; however, in fragrances, a further shift to premium products can be expected as premium fragrances are seen as a sign of status and men are typically more willing to spend more on these products.
Deodorants bounced back strongly in 2022 and an above-average performance is anticipated in the category over the forecast period. The mass segment will continue to be dominated by the usual suspects, such as Nivea, Old Spice and Fa; however, some migration is expected to premium products, such as Vichy Homme.
Although growing from a low base, men’s skin care has further room for development. Key will be communicating the benefits of using men’s skin care over more affordable standard skin care products.
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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.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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