Men's Grooming in Romania

PRE-COVID-19 PERFORMANCE

Slowing growth for razors and blades, but growing consumer interest in men’s toiletries

Razors and blades recorded a slowing growth rate in current value terms in 2019. One of the reasons for the slowing growth was the increasing unit prices of these products.

Advertising is still the key to attracting consumer interest

Self-education in men’s grooming is not as common as it is in women’s personal care, so that advertising is the main channel through which companies can attract the interest of any potential consumer. When Romanian men shop for a personal care product, they want to be as time-efficient as possible, unlike Romanian women, who are likely to spend a much longer time deciding on the best scent or the most attractive packaging.

Procter & Gamble continues to lead, but Unilever overtakes Avon to move into second place

Procter & Gamble Distribution SRL was the clear leader in men’s grooming in Romania throughout the review period. The company benefits from an early market entry with its well-known brand Gillette, as well as other brands successfully launched after Gillette, backed by aggressive advertising campaigns in various different channels.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 10% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 5% growth forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within men’s grooming

All areas of men’s grooming products will see negative growth in 2020, but men’s shaving and men’s fragrances will record particularly strong declines at constant 2019 prices. The trend towards facial hair, with beards ever more popular among male consumers, is expected to receive further impetus as men spend more time in the home as a result of COVID-19 stay-at-home mandates.

Recovery and opportunities

After the declines seen in 2020, all areas of men’s grooming products, and therefore the overall category too, will return to seeing positive value growth from 2021 at constant 2019 prices. It will be a strong rebound for men’s grooming products in 2021, ahead of the figure forecast for this year made during research conducted at the end of 2019 before the spread of COVID-19.

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