Men’s grooming returned to positive growth in both volume and value terms in 2021, coming close to reaching the level of sales seen immediately before the COVID-19 crisis. The category’s revival was driven by the increase in in-person social interaction, as COVID-19 related restrictions were eased and consumers returned to workplaces and more normal socialising.
As male consumers become interested in a more diverse range of personal grooming activities, beyond washing and shaving, men’s skin care is experiencing a notable rise in demand. The increasing interest in skin care regimens amongst male consumers is also being stimulated by new product developments, which are helping to raise awareness of men’s skin care products in general.
Men’s grooming remained highly fragmented in 2021, with several companies and brands holding a relatively small share of category value. Coty Inc led overall, closely followed by Puig SL and The Procter & Gamble Co.
Men’s grooming is expected to see continued growth over the forecast period, with a stronger overall expansion than that seen over 2016-2021 supported by increasing interest in more sophisticated and wide-ranging personal care regimens amongst male consumers. This trend will be particularly prominent amongst Millennial and Gen Z male consumers who are more influenced by international trends via social media.
Men’s skin care will continue to be a key growth area over the forecast period, with rising demand for men’s skin care products sustained by social media networks and changing cultural attitudes. Younger men especially are increasingly drawn to products offering value-added benefits and functionality, as they seek to preserve youthful skin and protect it against the first signs of ageing.
Men’s shaving categories are not as popular amongst young consumers, especially hipsters, as they are with their older counterparts, with many younger male consumers opting to grow beards. Nonetheless, shaving products are still expected to see stable value growth, driven in part by demand for higher priced and more sophisticated products.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in North Macedonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!