In 2020, all men’s grooming products experienced declining current value and retail volume sales. Home seclusion resulted in many men spending longer periods of time in the home environment as they were either unable to attend their workplace or were working from home.
Men’s grooming might have been slightly positively impacted by the mandated shutdown of hairdressers and barbers in light of COVID-19. As such venues were shut for many weeks in Georgia, it may have prompted men to care for their own grooming at home.
Due to declining demand in 2020, modern grocery retailers turned to launching frequent discounting campaigns to maintain sales momentum. Furthermore, this discounting activity likely helped balance the unit price increases caused by a devalued local currency in 2020.
Some level of normalisation in terms of purchasing behaviour is set to return to men’s grooming in 2021, as male consumers return to the workplace and want to maintain a well-groomed and professional appearance. Men’s grooming is set to return to positive current value and retail volume growth in 2021, however recovery will be gradual over the forecast period.
Men’s grooming products may struggle to recover in the forecast period due to the poor performance of the economy in the country. Therefore, players may increasingly turn to social media platforms such as Instagram, and television advertisements to connect with younger Georgian male consumers, which tend to be more open to purchasing or using specific men’s grooming products.
Global trends are still likely to influence certain attitudes to shaving over the forecast period. For instance, the trend of having longer beards and the evolving culture for visiting barber shops to take care of one’s beard will present another obstacle for the development of men’s grooming in the forecast period.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Men's Grooming research and analysis database.
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