Men's Grooming in North Macedonia

PRE-COVID-19 PERFORMANCE

Cultural change in attitudes sees more men willing to purchase grooming products in 2019

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.

Coty leads a highly fragmented landscape in 2019, marginally ahead of Puig and Procter & Gamble

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.

2019 sees frequent discounts and promotions as producers strive to stimulate interest in men’s grooming

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within men’s grooming

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.

Recovery and opportunities

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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