Sales of men's grooming recorded a value decline of 3% in 2020, compared to value growth of 1% in 2019. The initial lockdown period installed in March 2020 had a significant impact on men's grooming, with home seclusion and social distancing leading to some men reducing their usual grooming routines.
The outbreak of COVID-19 in Russia and the first lockdown period in March 2020 changed the behaviour of some consumers in the country, who began to shave less often. Limited social activities and working from home also impacted shaving routines.
Gillette Group OOO continued to hold the leading position in 2020, covering 65% of the category with dominance in men's razors and blades and pre-shave. As such, despite the outbreak of COVID-19, Gillette remained the leading brand in 2020, boosting its share on the landscape thanks to its strong presence and consumer loyalty.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Russia 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 is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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