Executive Summary

Jun 2019
PROSPECTS
Men’s skin care sees the best performance within men’s grooming

Men’s skin care saw the strongest current value growth within men’s grooming in 2018, especially premium men’s skin care, which is increasingly popular amongst local consumers. This is despite the fact that the unit prices of premium skin care products are significantly higher compared with mass skin care products, and the vast majority of local men continue to face the problem of limited disposable incomes and low purchasing power, which often results in frequent reshuffling of priorities on shopping lists.

Slow growth for pre- and post-shave and men’s razors and blades

Overall, millennials, including those in Macedonia, tend to use fewer men’s pre- and post-shave products, which results in the minimal current value growth of these men’s grooming categories. Due to attitudes amongst members of this particular consumer group, the growth of men’s razors and blades was even less significant, as many millennials prefer to wear some kind of beard, although the late review period witnessed the return of shorter beards and the designer stubble look.

Brand availability improves across men’s grooming

In general, brand availability across most men’s grooming categories improved significantly in 2018. The market is witnessing more key new product launches, especially within men’s toiletries and men’s pre- and post-shave.

COMPETITIVE LANDSCAPE
The Procter & Gamble Co leads men’s grooming

The Procter & Gamble Co led men’s grooming in value terms in 2018, which stems from the market significance of the company’s Gillette brand. Gillette is the leading brand in men’s shaving and in men’s grooming overall, thanks to its dominance within men’s razors and blades.

Beiersdorf dooel Skopje ranks second

The local subsidiary of German-owned Beiersdorf AG, Beiersdorf dooel Skopje, ranked second within men’s grooming in value terms in 2018, which stems from the market significance of the company’s Nivea and Nivea for Men brands, which lead men’s post-shave and men’s pre-shave and rank second within men’s toiletries. The Nivea brand is ubiquitous and can easily be purchased nationwide via the wide networks of both modern and traditional grocery retailers.

Unilever Group ranks third in a category dominated by international players

Unilever Group ranked third within men’s grooming in 2018, with a static value share. The strength and competitive position of Unilever Group stems from the market significance of the company’s Rexona Men and Dove Men + Care brands.

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Men's Grooming in Macedonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in North Macedonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in North Macedonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in North Macedonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in North Macedonia?
  • What are the major brands in North Macedonia?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Macedonia - Category analysis

HEADLINES

PROSPECTS

Men’s skin care sees the best performance within men’s grooming
Slow growth for pre- and post-shave and men’s razors and blades
Brand availability improves across men’s grooming

COMPETITIVE LANDSCAPE

The Procter & Gamble Co leads men’s grooming
Beiersdorf dooel Skopje ranks second
Unilever Group ranks third in a category dominated by international players

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care sees stable growth despite serious challenges
Innovation and frequent new launches positively impact beauty and personal care
International companies dominate beauty and personal care
Modern grocery retailers increases its share of distribution
Slower growth over the forecast period, due to saturation and economic woes

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources