Over 2021, retail volume and current value sales grew faster than in the more heavily Coronavirus (COVID-19)-impacted 2020. Value growth owed a significant amount to higher inflation, but there was a higher demand as consumers shifted back to more out-of-home lifestyles.
The category performed well overall in 2021 as consumers felt the need to invest in grooming products as society reopened more fully. However, grooming is still impacted by the effects of COVID-19, as many consumers were price-sensitive and prone to economising.
In 2021, S Schestowitz retained the leading position in men's grooming in retail value share terms. The company gained the leadership position in 2019, as men’s fragrances previously owned by Lilit Cosmetics, such as Rochas and Dolce & Gabbana, were moved to its already strong portfolio.
Greater awareness of grooming among men is expected to translate in good retail volume and value (constant 2021 prices) growth over the forecast period. However, overall retail volume growth is set to stabilise, compared to 2021, and slow year-on-year across the forecast period.
Companies increasingly perceive men’s grooming as offering good growth potential, especially among younger men. In line with global trends, players are expected to invest in marketing and advertising campaigns and new product launches to grow awareness over the forecast period.
More new designated products are expected to be launched in the forecast period to boost category development and performance. In this vein, unlike for women, multiple function products remain popular among men, and they are likely to continue to gain acceptance.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Israel 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 Israel, 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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