Men's Grooming in Slovenia

PRE-COVID-19 Performance

Men’s fashion trends stimulate grooming products, as consumers seek to achieve different looks

The rising disposable income seen in Slovenia in 2019 played a part in men’s grooming. Men in Slovenia were starting to pay more attention to their appearances, with different lifestyles and fashions emerging.

Brand loyalty and male purchasing patterns keep sales steady

A further point of note in 2019 was that male consumers were becoming more brand loyal, as male consumers tend to select the products they like the best and stick with them. Additionally, as men tend to shop less frequently than women, they tend to purchase their favourite products in bulk.

Orbico doo maintains lead thanks to expansive brand product portfolio, with private label maintaining sales thanks to value for money

Orbico doo continued to lead in 2019, 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. However, 2019 also saw an uptake in men’s grooming products thanks to the expansion of drugstores/parapharmacies across Slovenia.

2020 AND Beyond

COVID-19 impact

Sales of men’s grooming are now expected to decline by 16% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 0% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Following trends seen across other categories in beauty and personal care, men’s grooming has seen a temporary spike in sales as consumers stockpiled at the start of lockdown, but there has been a lesser need for many grooming products due to lockdowns. Men’s shaving is expected to be particularly subdued, as there is no need to be groomed and clean shaven whilst away from work or social occasions.

Recovery and opportunities

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.

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