Men's Grooming in Greece

2021 DEVELOPMENTS

Penetration of men’s toiletries rises due to the shift in mentality regarding personal care and appearance

Men’s toiletries is undergoing a phase of rising popularity/consumer demand, mirroring a shift in mentality for the majority of Greek men, driven by millennials, having overcome the taboos/stereotypes of the past regarding personal care and masculinity. Greek male consumers are increasingly concerned about their looks/style and are keen to use specialised personal care products that will make their skin look healthy.

Men’s shaving and men’s fragrances come under pressure due to reduced social mobility

2021 was a year of stagnation for men’s shaving, which has been negatively affected by COVID-19 and subsequent restrictions. Men’s shaving routines, already under pressure due to trends favouring beards during the review period, were further reduced in frequency following the outbreak of COVID-19 due to limited social occasions amid home seclusion, working from home and social distancing.

Players and consumers display an increasing focus on male-specific brands

Beauty and personal care manufacturers are increasingly putting male consumers under the spotlight, targeting the male audience specifically. L’Oréal promoted its Men Expert toiletries line in Greece in 2021 with a big campaign that endorsed Olympic prize-winning athletes, celebrity chefs, models and media figures (“Men Expert Squad”), while domestic GR Sarantis SA continues to feature NBA superstar Giannis Antetonkounmpo as the ambassador of its STR8 line across toiletries.

PROSPECTS AND OPPORTUNITIES

Positive prospects for men’s bath and shower and deodorants but a weaker outlook for men’s shaving

Men’s grooming overall in Greece is expected to achieve positive growth over the forecast period, with men’s toiletries performing best and driving this growth. Within the mature categories of bath and shower and deodorants, sales of men’s products are set to keep increasing over the forecast period, displaying higher growth rates compared to the respective unisex categories.

Significant growth potential for men’s skin care

Apart from the more established categories of men’s shaving, deodorants and bath and shower, evolving trends spearheaded by millennials will drive significant growth for the still underdeveloped category of men’s skin care, both mass and premium, over the forecast period. Men’s skin care will be the best performer overall within men’s grooming, as a result.

Men’s grooming will be characterised by ongoing promotional intensity and competition over impulse buyers in the forecast period

Given the unfolding wave of increasing energy prices and the repercussions of the pandemic on the economy, Greek consumers will be faced with tight consumer budgets over the forecast period, and will hence continue to look for better deals when shopping for men’s grooming products. Thus, manufacturers will remain locked in intense promotional activity, as price seems to be the most important consumer criterion when it comes to most men’s grooming products.