Men’s grooming has been hit hard by the impact of the COVID-19 pandemic, with most product areas seeing current value decline. The main reason for this is due to lockdown which has led many men to abandon their daily grooming routines.
Men’s skin care is one of the few product areas to continue seeing current value growth in 2020, despite the COVID-19 pandemic. With hygiene being of the utmost importance during a pandemic, Macedonian consumers are more willing to make replacement purchases of men’s skin care products than they are of other men’s grooming items.
Men’s grooming will remain highly fragmented in 2020, with several companies and brands holding relatively small value share. Coty Inc led overall, closely followed by Puig SL and The Procter & Gamble Co.
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. However, a full recovery is not expected until at least 2022.
Men’s grooming is underdeveloped in North Macedonia and there is room for substantial development and innovation, particularly within skin care. Due to Macedonian’s preference for general purpose products, there is as yet little differentiation and specialising in men’s skin care, but the potential for growth is great, particularly if economic conditions suffer no long-term impact from COVID-19.
Over the forecast period, men’s grooming will experience greater levels of premiumisation in line with the COVID-19 pandemic coming to an end and the economy beginning to recover, thus boosting disposable incomes. As men’s grooming becomes increasingly popular in North Macedonia and somewhat more acceptable, a growing number of men will prefer premium products, as to produce the best results.
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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.
This report originates from Passport, our Men's Grooming research and analysis database.
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