Executive Summary

Jun 2019
PROSPECTS
Men showing growing interest in skin care

Attitudes towards men’s grooming continue to soften with views around masculinity changing. Men are showing a growing interest in products which can help maintain or improve their appearance and are expanding their purchases beyond traditional areas such as men’s shaving and men’s toiletries and are starting to invest in men’s skin care too.

Social media helping to change perceptions around men’s grooming

Social media has been a key driver of growth within men’s grooming with brands using platforms such as Facebook and Instagram to directly engage with consumers. Leading brands such as Nivea for Men run regular competitions through their social media pages as well as focusing on male pursuits such as football matches, with the brand partnering with Liverpool Football Club to promote its men’s skin care range.

Men go in search of improved shaving experience

Men’s shaving was the most dynamic category in current value terms in 2018. This was driven in part by men trading up to added-value products, such as those with lubricating strips, but also by the ongoing shift from disposables to systems.

COMPETITIVE LANDSCAPE
Gillette the most popular choice when shaving

Procter & Gamble Finland Oy maintained its lead in men’s grooming in 2018 largely thanks to its dominance in men’s shaving. The company’s Gillette brand is synonymous with men’s razors and blades in Finland, especially when it comes to shaving systems.

Lack of added-value products limits growth of private label

Private label’s value share remained relatively low in men’s grooming in 2018, apart from men’s shaving, where its products are more widely available. There is a lack of value-added private label products in men’s toiletries.

Men’s hair care benefits from new product launches

One of the more interesting launches in 2018 was David Beckham’s House 99 brand, which was launched by L'Oréal. The branding has a barbershop theme with it promoting the idea of experimenting with your look, with the range including products for the hair, beard and skin.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Men's Grooming in Finland

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Finland?
  • What are the major brands in Finland?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Finland - Category analysis

HEADLINES

PROSPECTS

Men showing growing interest in skin care
Social media helping to change perceptions around men’s grooming
Men go in search of improved shaving experience

COMPETITIVE LANDSCAPE

Gillette the most popular choice when shaving
Lack of added-value products limits growth of private label
Men’s hair care benefits from new product launches

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Finland - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care benefits from improving economy
Finnish consumers taking a more holistic approach to beauty and personal care
L’Oréal retains lead but faces growing competition
Companies focusing on natural products
Recovering economy points to bright future for beauty and personal care in Finland

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources