Men's Grooming in Serbia

PRE-COVID-19 PERFORMANCE

Premium offerings perform well, men demonstrate interest in growing variety of skin care products

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 and Beiersdorf launch new products, Sarantis revamps STR8 range

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.

Manufacturers seek to shift cultural perceptions of cosmetics use

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.

2020 AND BEYOND

COVID-19 impact

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).

Affected products within men’s grooming

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.

Recovery and opportunities

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.

Files are delivered directly into your account within a few minutes of purchase.