Men's Grooming in Serbia

PROSPECTS

Men’s pre-shave and men’s razors and blades record the highest growth in 2017

Two of the largest men’s grooming categories in Serbia – men’s pre-shave and men’s razors and blades – were also the fastest-growing ones in 2017. These two categories were strongly hit by the second wave of economic crisis and austerity measures in the country, and they bounced back in 2017 as the measures began coming to an end.

Women are still in charge of purchasing men’s grooming products for Serbian men

Women are very often the ones who do the choosing and purchasing of men’s grooming products for their loved ones, ie brothers, fathers, boyfriends and husbands. This is a long-lasting trend, which is however slowly diminishing or at least weakening in the country.

Systems increases in popularity though disposables is still the leading category

Disposable men’s razors and blades lost value share in 2017 due to the fact that many consumers are realising that systems offer much more value for money and are, even more importantly, a lot more effective in shaving. In fact, as expected, systems – refill blades was the only category whose value share rose in 2017.

COMPETITIVE LANDSCAPE

Innovative products such as beard oil appear in 2017

One of the most interesting new launches within men’s grooming in 2017 came from Beiersdorf (Serbia) doo in December. At that time, the producer introduced Nivea Men beard oil, which was one of the first products of the sort in Serbia, and certainly the first one from this big manufacturer.

Procter & Gamble leads the category and records a value share increase in 2017

Thanks to the high popularity and excellent distribution of its Gillette brand, Procter & Gamble led Serbian men’s grooming in 2017. This came as no surprise though, as men’s shaving and men’s razors and blades are the biggest categories in men’s grooming – and are categories in which the company leads.

Wilkinson Sword SA and dm-Drogerie Markt doo perform the best in 2017

It was Wilkinson Sword and dm-Drogerie Markt that posted the highest increases in value sales in 2017, as both players recorded double-digit growth rates. Wilkinson is trying to compete with its main rival Procter & Gamble by offering its products at discounted or just lower prices in general and by improving its distribution, while dm-Drogerie Markt is benefiting from the increasing popularity of private label and from its outlets growing in number throughout the country.

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