Men’s grooming was a category with very high expectations during the review period, but growth was not as high as anticipated. Reasons for this included the growing fashion for beards and the general attitude of the male audience to grooming.
Men’s shaving decreased in most years of the review period in Lithuania. The major reason behind this trend was the booming fashion for beards, which automatically removed a significant number of potential consumers.
Men’s skin care demonstrated slower than anticipated growth in 2018. Although the general interest in men’s skin care is growing, sales of premium skin care products were lower than before.
Procter & Gamble Services remained the leader in men’s grooming in Lithuania in value terms in 2018. The company enjoys a strong position for its flagship brand Gillette, which was the best-known shaving brand in Lithuania in the review period.
The major Lithuanian manufacturer of beauty and personal products, Biok, is in the process of reassessing its business, which has had a major impact on men’s grooming. The company operates its Aras brand, which directly targets men with shaving products and toiletries.
Nivea Men is one of the most noticeable brands targeting a specifically male audience in Lithuania. Products under this brand are very well-known in men’s bath and shower, deodorants, shaving and skin care.
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This industry report originates from Passport, our Beauty and Personal Care market research database.