Men's Grooming in Lithuania

2021 DEVELOPMENTS

Easing of pandemic-related restrictions boosts demand for men’s grooming

In 2021, retail value sales of men’s grooming products recovered partially, after a year of decline due to home seclusion for extended parts of the year which led many men to relax their personal grooming routines. As pandemic-related restrictions were eased in the second half of the year, and men returned to workplaces and began partaking in social activities again, demand for men’s grooming products such as men’s shaving and men’s toiletries grew.

Men’s shaving negatively affected by the beard trend

Facial hair among Lithuanians was trending before the pandemic but became even more popular during the pandemic as the lockdowns gave many men the opportunity to try growing a beard. In addition, in recent times more and more barber shops have been opening in the country, which also has had a negative influence on retail sales of men’s shaving products.

Fragrances sales continue to decline as men have fewer occasions to wear such products to

Sales in men’s grooming overall remained below 2019 levels in 2021. This was in part due to pandemic-related restrictions and home seclusion that remained in place in the first months of the year, but also to the negative performance of fragrances.

PROSPECTS AND OPPORTUNITIES

Short-lived recovery expected for men’s shaving as the popularity of barber shops will create competition

While men’s shaving showed a recovery in 2021 as men returned to the office for work and chose a clean-shaven facial style for a more professional look, it is not expected that retail shaving products will have long lasting positive recovery. Aside from beards gradually becoming a more popular and accepted facial hair style, the category will face competition from barber shops as they open again.

Further brand partnerships expected as producers try to reignite men’s interest in grooming products

Over the forecast period, brands are increasingly expected to form partnerships to create special edition products and re-stimulate interest in the category. For example, in the autumn of 2020 Margarita partnered with the basketball club Zalgiris to offer men’s grooming product set for men care in combination with Zalgiris branded socks.

Innovations that target specific problems expected to boost presence of mid-priced and premium brands in men’s grooming

Mass brands are likely to remain the dominant players in men’s grooming over the forecast period, as many men view purchasing premium products as unnecessary. However, niche e-commerce retailers are increasingly offering goods within a mid-higher price bracket that offer specific benefits or treat specific problems.