The positive trend of men’s toiletries is expected to remain active over the forecast period, as male consumers will be increasingly willing to choose special, men-specific products and brands, and manufacturers seem determined to keep providing them with a constantly widening array of options. Men’s bath and shower is thus projected to have a positive volume outlook, with value sales expected to rise at a faster pace due to fresh waves of inflation.
In contrast to men’s toiletries, the category of men’s shaving is expected to stagnate over the forecast period, with volume sales of men’s post-shave and men’s pre-shave set to see further, marginal decline (in any case, slower than that recorded over previous years), while value sales will fare better due to anticipated unit price increases amidst ongoing inflation. Not-shaving will remain a trend for Greek men (especially amongst young and middle-aged ones), as will barber shops, which some consumers may choose to visit occasionally for a shave, rather than buy products from the supermarket.
Within men’s toiletries, the still underdeveloped category of men’s skin care, both mass and premium, is expected to record strong growth over the forecast period. As Greek men will continue to overcome traditional taboos and stereotypes which placed skin care in opposition to masculinity, and will instead be opting for healthier, younger- and better-looking skin, men’s skin care has ample room for future growth.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Greece 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 Greece, 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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