Men's Grooming in Macedonia

PROSPECTS

Men’s grooming continues to boom

The dynamic men’s grooming category witnesses the annual launch of new products to compete based on innovation and added-value. Dynamism is equally strong across men’s shaving, men’s skin care and men’s hair care.

Men’s skin care set to maintain strong growth

The solid growth of men’s toiletries, which outperformed men’s fragrances and men’s shaving in 2017, is a clear indicator that male grooming has gone beyond shaving and fragrances. Over the late review period, more men paid attention to their appearance, with special interest in male-specific skin care and hair care products.

Retailers redesign their space

Macedonian retailers have been responding to the growing demand for men’s grooming products by actively redesigning their retail space to meet consumers’ needs. Special attention is being paid to the display of men’s grooming products, separating them from competing categories.

COMPETITIVE LANDSCAPE

The Procter & Gamble Co leads men’s grooming

The Procter & Gamble Co led men’s grooming in 2017, with a minimally growing value share. Its lead is a result of the strong penetration and stable performance of its globally recognised men’s shaving brand – Gillette.

The dominance of international companies

In 2017, international companies and brand owners dominated men’s grooming in Macedonia. Led by The Procter & Gamble Co, these companies were at the forefront of innovation and new product development throughout the review period.

Negligible presence of domestic brands and private label

The presence of domestic companies and brands within men’s grooming in Macedonia is negligible. Macedonia’s largest pharmaceutical and beauty and personal care company Alkaloid AD Skopje is amongst the only local players with a minimal presence in men’s grooming.

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