According to trade interviews, the men’s shave category experienced slight growth in 2020. Men’s shaving remains relevant and deemed necessary (also due to maintaining mask efficacy) to the average Slovenian despite COVID-19 and the intensifying beard trend.
The premium segment of self-care products, despite hygiene trends resulting from COVID-19, was in decline in 2020 due to consumers moving towards economy-priced goods due to the economic impact of the pandemic. Private label benefited from this shift, recording further share gain in the year.
Orbico doo continued to lead in 2020 and registered share gain during the year thanks to its iconic Gillette brand, along with its wide portfolio of other brands including Tom Tailor, Roberto Cavalli, Puma, Davidoff Cool Water for Men, Bruno Banani, Gucci, and others. Private label also saw growth thanks to its good shelf positioning and value for money.
Intensifying growth is projected into the forecast period in men’s grooming as male hygiene is increasingly prized amongst the population as men in Slovenia are starting to pay more attention to their appearance, with different lifestyles and fashions emerging. Increased hygiene and cleanliness concerns in the wake of COVID-19 should also support future category sales.
A lower degree of discretionary spending is projected for the early part of the forecast period, with the economic effects of COVID-19 still lingering. This will result in more consumers opting for mass bath and shower, deodorants, hair care, and skin care.
Whilst there is some scope for players in men’s grooming to capitalise on the trend for home spa treatments, this strategy is not expected to be as powerful as expected with women’s beauty and personal care products. In order to maintain and gain sales, players in men’s grooming would do well to focus on value for money deals, such as bulk purchase offers and discounts, along with opportunities for innovation in body sprays as an alternative to fragrances.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Slovenia 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 Slovenia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Men's Grooming research and analysis database.
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