While men’s returned to a positive current value growth rate in 2021, in volume terms, sales continued to decline. During the year, many Georgians continued to work from home and socialising remained limited compared to the review period.
Facial hair among Georgian men was trending before the pandemic but became even more popular during the pandemic as the lockdowns gave many men the opportunity to try growing a beard, which also had a negative influence on retail volume sales of men’s shaving products. As well as men’s razors and blades seeing a decline in volume terms, the related products men’s pre-shave and men’s post-shave also registered single-digit decreases.
The Procter & Gamble Co and Société Bic SA maintained their leadership of men’s grooming in 2021, as the only players to hold double-digit value share in the category, with high fragmentation overall. Both companies have a strong presence in the largest category of men’s shaving with their respective brands Gillette and Bic.
From 2022, men’s grooming is set to return to positive current value and retail volume growth, as some level of normalisation in terms of purchasing behaviour is expected to return as male consumers return to the workplace and want to maintain a well-groomed and professional appearance. Men’s grooming is expected to see a slower current value CAGR during the forecast period than in the review 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.
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 Georgia, 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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