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