The men’s grooming category has been hit hard by the pandemic, almost wholly as a result of the changes to daily grooming routines brought about by the lockdown and other virus containment measures. Self-isolation in particular has reduced the need to shave or take care of everyday appearance, and the increase in consumers working from home, with no need to interact directly with clients or colleagues, has demotivated many men.
Men’s fragrances is set to see the steepest decline in sales value in 2020, for many of the same reasons. A lack of social events or entertainment, or pressure to be presentable in the workplace, has reduced use occasions of fragrances for me.
Men’s bath and shower products will see the least decline in value sales in 2020. These products are perceived as an essential part of everyday hygiene by most users, although many consumers have traded down to cheaper options, as most consumers see little functional difference between brands.
Men’s grooming will return to positive growth in 2021, although spending levels in real value terms will not return to pre-pandemic levels until at least 2023. The reopening of the economy and the return to the workplace will be the main drivers of growth, as will a better-than-anticipated economic recovery in 2021.
Poland has seen consumer confidence weaken in 2020 as a result of the impact of the virus, and for most consumers price sensitivity has sharpened. Demand for economy products is on the rise, especially in staples like men’s bath and shower.
E-commerce has seen its share of distribution of men’s grooming rise strongly in 2020. This reflects underlying trends in consumer retail, but the restrictions on movement and sporadic shutdown of retail outlets, as well as the inconvenience of mask wearing, social distancing and the underlying reluctance to visit physical outlets, has accelerated the trend.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Poland 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.
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This report originates from Passport, our Men's Grooming research and analysis database.
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