2020 was a tough year for men’s grooming with the government’s strict COVID-19 measures resulting in men spending considerably more time at home. This in turn limited their incentive to maintain their usual grooming habits due to the lack of social interaction.
Even before the outbreak of COVID-19 sales of men’s shaving had begun to stagnate with an increasing number of men choosing to grow a beard. This trend took hold during the home seclusion seen in 2020, with men working from home and thus no longer feeling compelled to shave for the office.
Men’s toiletries was also hard hit by the home seclusion seen in 2020. With no need to go out as often men washed less frequently, thus reducing demand for men’s toiletries.
As restrictions are eased and men return to socialising and the workplace the demand for men’s grooming products should return. For many men, the incentive to stay well-groomed is driven by necessity and as such the lifting of restrictions will be key to growth.
In volume terms there is little expectation that men’s grooming will see significant growth over the forecast period. Despite some younger men embracing a metrosexual lifestyle in line with current fashion trends, this is unlikely to be enough to deliver stronger growth.
Premium men’s fragrances is the one area which 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 report originates from Passport, our Men's Grooming research and analysis database.
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