Men's Grooming in Slovenia

PROSPECTS

Male pragmatism hinders demand

Men’s grooming saw another year of decline in Slovenia in 2017. Growth continued to be hampered by consumers’ price-consciousness and the culturally inhibited and frugal nature of Slovenians.

Capacity for further growth, especially in men’s toiletries

The traditional men’s shaving category still reigned in 2017, and exhibited modest current value growth. The second largest category in 2017 was men’s fragrances.

Value-added products set to stimulate growth

Men’s grooming habits have been gradually evolving, with traditional category splits evolving accordingly. However, the pace of change will be slow due to Slovenians’ frugality, especially men, who typically use the bare essentials.

COMPETITIVE LANDSCAPE

Men’s shaving is fragmented

Men’s grooming in Slovenia is fairly fragmented, consisting of three major players, and many more with substantially lower shares. Ranking first in value terms in 2017 was Orbico, thanks to its Procter & Gamble flagship brand Gillette, which strongly leads men’s shaving.

Large marketing budgets facilitate successful product differentiation

In third place in men’s grooming in value terms in 2017 was Beiersdorf, another multinational. However, it follows a different strategy, deriving its strong position from focusing on men’s toiletries, in which it has increased its Nivea for Men brand, moving far ahead of the competition.

Private label and domestic brands are below the radar

With multinationals dominating men’s grooming in Slovenia, there is a very limited presence of private label, with a share well below the average in other beauty and personal care categories and limited growth over the review period. This is mainly due to very strong multinational brands and their ability to influence the category with marketing campaigns and flexible pricing policies, coupled with growing demand for premium quality products.

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