Demand men’s grooming products grew at a strong pace in 2018. This was due to the fact that the category is still relatively underdeveloped and competition is not as intense as within women’s beauty and personal care.
Men's grooming is still dominated by standard personal care products, such as shampoos, deodorants and body wash/shower gel. However, men are also increasingly turning to products that were previously only used by women.
Men's grooming in Poland has strong potential growth. The number of products dedicated to men is still small in relation to the range designed for women, with many areas of beauty and personal care still lacking a range of male-specific products.
Procter & Gamble DS Polska Sp zoo remained the category leader in 2018 thanks to its continued dominance in razors with its Gillette and Polsilver brands. Coty Polska Sp zoo and Nivea Polska were ranked second and third respectively due to their strong position in men’s toiletries.
Men’s grooming in Poland is dominated by global multinationals with strong portfolios of well-known brands. Their products for men are usually extensions of already existing brands, often with "for men" added to the brand name eg Nivea for Men.
When searching for men’s grooming products men primarily consider its smell, while they are also drawn to interesting shelf displays. Another important factor is television and internet advertising.
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This industry report originates from Passport, our Beauty and Personal Care market research database.