Men’s grooming saw a modest rise in current value growth in 2021, as COVID-19 restrictions eased and consumption of men’s fragrances rebounded. All categories within men’s grooming witnessed positive growth with the strongest increases in current value sales seen in men’s skin care and men’s fragrances.
Men’s skin care achieved strong double-digit current sales growth in 2021 after a significant decline as COVID-19 impacted in 2020. The rebound in demand stems from a growing propensity to use skin care products among men and more sophisticated product developments.
Men’s grooming is concentrated at the top of the market between four multinationals. Procter & Gamble is the leading player in men’s grooming, a position it has held for the review period.
Men’s grooming products will grow steadily over the forecast period with growth to come from all categories over the forecast period. Social and travel patterns will return to normal levels in 2022 and men will embrace grooming products to enhance their appearance and wellbeing, enticed by a deluge of new products and consumers’ growing propensity to use beauty and personal care products.
While competition between international brands is strong, domestic brands are expected to continue to challenge and win over consumers by investing in innovative products that are specifically designed to meet the needs of Finnish men. In 2021, more local brands have already launched to address the more specific needs of Nordic men, such as Cutrin Routa a hair care product made with local ingredients.
Sustainability is expected to become a stronger trend in men’s grooming over the forecast period as environmental concerns about the planet continue to rise. Mass brands are already responding such as Nivea Men Cool with its Kick Shower Gel positioned as a greener choice for men with a ‘97% biodegradable formula’ while the packaging itself is made of 97% of recycled material.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Finland 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 Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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