Men’s grooming was hard hit by the unprecedented societal disruption caused by the outbreak of COVID-19 in 2020, with total volume and current value sales declining sharply as many men in Hungary became less inclined to maintain their normal grooming and personal care routines while spending most of their time at home due to remote working, social distancing and lockdown measures. Overall demand rebounded in 2021 as Hungarians began to return to the office and socialise more frequently following the rollout of vaccines and the easing of public health restrictions.
Maintaining a well-groomed beard has become increasingly fashionable among men in Hungary in recent years, especially among younger male consumers. Moreover, it has become easier for consumers to do so thanks to the rising number of barbershops in the country, the growing availability of affordable but good quality electric beard trimmers and the advent of online tutorials showing how to style, shape and condition facial hair.
Private label performed well across men’s grooming in 2021, with their aggregate value share increasing in the pre-shave, razors and blades, deodorants and hair care categories. Penetration was strengthened by heightened budget-consciousness as many households continued to feel the negative economic impact of COVID-19 and rising inflation drove up the cost of living in Hungary.
Men’s grooming looks set to see total volume and current value sales increase throughout the forecast period, with most categories projected to record consistently positive results in both respects. Growth rates should remain relatively high in the short term as consumers continue to resume their usual routines and spend more time outside the home in line with the further easing of the pandemic.
Men’s shaving is expected to show a significantly improved performance in volume terms in 2022 as more men who have been working from home during the pandemic return to workplaces where a clean-shaven look is encouraged or required. The category should then continue to expand at a reasonably healthy pace over the remainder of the forecast period.
In keeping with trends evident across the Hungarian beauty and personal care market, rising health-consciousness and concerns about the environment will exert a greater influence in men’s grooming during the forecast period. More consumers are expected to gravitate towards products made with natural ingredients and containing fewer or no harsh chemicals, including organic and vegan varieties.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Hungary 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 Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!