Men's Grooming in Georgia

PROSPECTS

Men’s shaving is strongly influenced by devaluation of local currency

At a glance, men’s shaving might give the impression of an emerging category, due to its continual strong value growth. However, volume sales are high enough to assess men’s shaving as quite mature.

Premium men’s bath and shower will be strongest performer over forecast period

Awareness of men’s grooming significantly grew over the review period. The category has reached a stage when consumers are already looking for specific value and interesting products.

Men’s skin care expected to be another strong performer

Men’s skin care was one of the poorest growing men’s grooming products over the review period and into 2017. The habit of purchasing men’s skin care was only starting to evolve at the end of the review period.

COMPETITIVE LANDSCAPE

Strong brand awareness helps The Procter & Gamble Co to maintain leadership

The Procter & Gamble Co retained its firm leadership of men’s grooming in 2017. The major performer for the company is Gillette in men’s shaving.

Narrow positioning but strong second position for Bic by Sté Bic SA

Sté Bic SA with its brand Bic maintained a strong second position within men’s grooming. The company has a narrow product portfolio and is presented in men’s razors and blades and men’s pre-shave (Bic Shave).

Lack of interest in direct sellers

Men’s grooming is one of the few categories where the presence of direct sellers is low. First, there is a certain degree of loyalty towards the well-established brands such as Gillette, Bic and Nivea.

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