Coronavirus (COVID-19) had a strong negative effect on men’s grooming sales in 2020. Men’s grooming products are often used by men for the workplace, when going out or to the gym.
All categories of men’s grooming registered strong declines in retail volume and current value sales in 2020. Men’s shaving and men’s fragrances posted double-digit decreases, the biggest in percentage terms.
There was very little movement in retail value share terms in men’s grooming in 2020, as the slump in sales across categories reduced the room for brand changes. In 2020, Gillette remained the leading name in men’s shaving.
The performance of men’s grooming depends directly on the pace and extent of the recovery from COVID-19. With the reopening of gyms and sports clubs, offices and foodservice, leisure and entertainment venues, strong increases in retail volume and value (constant 2020 prices) sales are projected across men’s grooming in 2021.
Based on the growing array of and interest in such products in Latvia, the influence of Western trends and economy reasons, unisex products are set to continue to gain traction in the forecast period. However, a shift to unisex problems would hinder the growth potential of specialised men’s products.
Many men in Latvia like to sport stubble or a beard or moustache, which negatively impacts sales of men’s shaving products. It has become less important to be clean-shaven on a daily basis; therefore, men’s shaving sales are likely to remain under pressure throughout the forecast period.
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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 report originates from Passport, our Men's Grooming research and analysis database.
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