The demand for men’s grooming was weakened significantly in 2020 by the outbreak of Coronavirus (COVID-19) and the measures introduced to stem the spread of the virus. Lockdowns and social distancing, remote working and distance learning and few opportunities for socialising diluted the need for men’s grooming products.
The operator of the large dm drugstore/parapharmacy chain, dm-Drogerie Markt, launched an interesting new product within men’s razors and blades towards the end of 2021: Balea Men Eco Shave. The razor itself has a handle made of cork material.
Beiersdorf (Serbia), the leading player in men’s toiletries, and second-ranked behind Procter & Gamble Balkans in men’s shaving and men’s grooming overall, was very active in terms of new product launches in 2021. The player’s most notable new launch within men’s grooming featured Nivea Men Active Energy, a brand line that spread across men’s deodorants and body wash/shower gel.
Overall, retail volume and value (constant 2021 prices) sales are expected to grow slowly in 2022, following the strong rebound in 2021 from the COVID-19 decline, before growth rates gradually improve over the forecast period. Men’s grooming retail volume and value (constant 2021 prices) sales are set to exceed the 2019 level by 2022 and 2023, respectively.
Private label continued to account for only a tiny share of retail value sales in men’s grooming in 2021. However, this means that there is a lot of room for growth over the forecast period, especially as men are generally more prone than women to giving up on their favourite cosmetics brands and switching to a cheaper option.
Disposables remained the most popular option within men’s razors and blades in 2021. However, disposables is under increasing pressure, and improving economic conditions and more attention to quality and grooming are likely to see some consumers shift to alternatives during the forecast period.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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