COVID-19 had a strong negative effect on men’s grooming sales in 2020, as men’s grooming products are often used by men when going to the workplace, socialising or visiting the gym. As workplaces, foodservice outlets and gyms and other sporting and leisure/entertainment venues were closed in lockdown, sales fell steeply.
Men tend to be reluctant to choose sophisticated or high-end grooming products. While there was a gradual increase in the value share splits in favour of premium over mass during the review period, premium shares remained small across men’s grooming.
When Lidl opened its first stores in Latvia in 2021 – with 15 new outlets opening in October of this year, including six in Riga – it also introduced a wide range of skin care products under its Cien private label line. The share of Lidl’s private label products is likely to increase as the discounter expands the size of its store network over the forecast period, potentially putting downward pressure on the prices of beauty and personal care products.
Based on the growing array of and interest in such products in Latvia, the influence of Western trends and for reasons of economy, unisex products are set to continue to gain traction over the forecast period. However, a shift to unisex problems could hinder the growth potential of specialised men’s products.
An increasing number of men in Latvia have been sporting facial hair, including stubble, a beard or a moustache, which negatively impacts sales of men’s shaving products. It has become less important to be clean-shaven on a daily basis, a trend given further impetus by lockdowns and home-working, which will be putting men’s shaving sales under pressure throughout the forecast period, with stagnating or declining sales expected post-2022 in volume and real value (at constant 2021 prices) terms.
Post-2022, slow growth or even stagnating sales is set to be the norm in men’s grooming in retail volume and real value terms over the forecast period. While more men have been taking a growing interest in personal grooming, and their appearance in general, the category is exhibiting signs of maturity as the pool of men looking for specialised products is quite small.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Latvia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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