In 2021, current value sales of men’s grooming in Slovakia saw marginal growth. Decline in men’s shaving and men’s fragrances was offset by positive growth in men’s toiletries, notably skin care and hair care.
The vast majority of customers buy men’s razors in bricks-and-mortar stores, but e-commerce shops are also becoming increasingly important when it comes to sales. Products of higher price categories are mainly sold in the online environment.
With an increasing number of men sporting beards, demand for beard oils, creams, waxes and other products is increasing, and many of these offerings have premium positioning. In view of the beard trend, many brands are choosing to initially enter men's grooming with a beard product and expand their line from there to include other men’s grooming products.
While positive growth is forecast for men’s grooming overall, men’s shaving will continue to be constrained, with men’s razors and blades seeing the worst performance. Leading players in men’s razors and blades continue to benefit from previous innovations, but this is not ideal.
Among Slovak men, having a beard is expected to continue to be a popular style choice beyond COVID-19. The number of men choosing beards is likely to be higher than that seen in the review period, as many trialled the style during the lockdown and many will opt to keep it.
Slovak men’s grooming remained highly fragmented at the end of the review period, although the category continued to be led by major multinationals including Procter & Gamble, Unilever, Coty and Beiersdorf. The consistent penetration of smaller players under “others” in addition to the further share gain by private label is likely to lead to share losses among multinational players in the forecast period.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Slovakia 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.
If you're in the Men's Grooming industry in Slovakia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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