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Certain premium men’s grooming products performed very well in 2019, particularly premium men’s skin care and premium men’s bath and shower. These are among the most popular men’s grooming products, and their performance benefitted from increased penetration of premium brands, and improved economic conditions with increased consumer spending power.
Unilever attempted to gain value share within men’s grooming in Serbia in 2019 by launching a new line of men’s hair care products in April of that year: Dove Men+Care Fresh&Clean within 2-in-1 products, and Dove Men+Care Thickening within standard shampoos.
Marketing activities for men’s grooming products were becoming increasingly frequent in 2019 as players sought to break the cultural notion that cosmetics are for women, and that “real men” should use only a couple of essential products. Producers are clearly trying to expand their potential consumer base this way, and given the results of men’s grooming over the review period and in 2019, these efforts seemed to be paying off.
Sales of men’s grooming are now expected to see negative growth of 13% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).
Sales of fragrances have been hit particularly hard by COVID-19 and the resultant lockdown restrictions. All fragrance categories are set to see double-digit negative growth rates in 2020.
With awareness of health and cleanliness at the forefront of consumers’ minds as a result of the pandemic, products marketed with antibacterial properties may perform well. Similarly, products in small, portable packaging formats may appeal to consumers for on-the-go use outside the home.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Serbia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Men's Grooming industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.