Men’s grooming saw continuous growth in Hungary over recent years. There is an increasing focus on men’s appearance and looks, after women’s trends prevailed over past decades.
The recent upturn in men’s grooming can be attributed to the different lifestyles and mindsets of younger generations. Millennials have grown up in a world where uniqueness and self-expression are fully supported, and fashion, beauty and personal care are not considered to be exclusively feminine.
Men’s skin care was a big winner from the improvement in men’s grooming. Premium men’s skin care registered significant current value growth in Hungary in 2018.
Procter & Gamble Magyarország Nagykereskedelmi continued to lead men’s grooming in Hungary in value terms in 2018. The national brand owner of Gillette and Old Spice maintained a significant share in the category over the review period, and its position is expected to remain stable over the forecast period, thanks to its trusted brand names and high popularity.
Whilst companies are aware of the fact that in many cases it is still women who buy products for the whole family, the time of unisex products seems to be over, as men are increasingly demanding masculine product concepts. Men need dedicated care and attention from both manufacturers and retailers.
Personal care products containing natural ingredients, such as shower gels containing clay or activated carbon, have gained momentum in the men’s segment. In 2018, Nivea Men introduced its new, black packaged product line DEEP, along with strong media support.
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This industry report originates from Passport, our Beauty and Personal Care market research database.