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Due to the same negative demographic trends impacting all of beauty and personal care in North Macedonia, men’s grooming saw an overall slowdown of current value growth in 2019. Men’s skin care saw the strongest growth, with rising disposable incomes encouraging more male consumers to spend money on male-specific skin care products.
Men’s grooming remained highly fragmented in 2019, with several companies and brands holding relatively small value share. Coty Inc led overall, closely followed by Puig SL and The Procter & Gamble Co.
With men’s grooming still underdeveloped in North Macedonia, 2019 saw several promotions and offers from manufacturers and retailers aiming to generate interest and boost sales. For example, throughout September and October Gillette ran a promotion in Ramstore outlets, in which consumers could enter a draw by purchasing Gillette Fusion 5 and Gillette Skinguard products.
Sales of men’s grooming are now expected to decline by 14% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Men’s fragrances are seeing the fastest decline within men’s grooming in 2020, in both constant and current value terms, with premium fragrances suffering the worst impact. Social distancing regulations and the closure of bars, cafes and restaurants have meant that male Macedonians are significantly reducing their use of fragrances.
Men’s grooming will recover as restrictions ease and consumers return to work, with a surge in growth of all product areas expected over 2020-2021. Demand will quickly normalise thanks to rising numbers of men, particularly millennials, beginning to embrace male-specific grooming products and rituals.
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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.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.