Men's Grooming in Slovenia

PROSPECTS

Male pragmatism hinders growth

Men’s grooming saw another year of modest retail value growth in Slovenia in 2018, hampered by consumer price consciousness and the culturally inhibited and frugal nature of Slovenians. Furthermore, men are well known for their pragmatic purchasing behaviour.

Capacity for further growth, especially in men’s toiletries

Men’s shaving remained the staple in men’s grooming in 2018 with above-average retail value growth, followed by men’s fragrances with weak growth. Men’s toiletries recorded stronger growth and is expected overtake it in terms of value share in the forecast period.

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 likely remain slow due to Slovenians’ frugality, especially among men, who typically use the bare essentials.

COMPETITIVE LANDSCAPE

A fragmented landscape in men’s grooming

Men’s grooming in Slovenia is quite fragmented, consisting of three major players, and many more with substantially lower shares. Orbico recorded the highest retail value share in 2018 due to its flagship Gillette line from Procter & Gamble, which holds a strong lead in men’s shaving.

Large marketing budgets enable successful product differentiation

Beiersdorf, another multinational, was in third place in men’s grooming in 2018. However, it follows a different strategy, deriving its strong position from focusing on men’s post-shave and toiletries, in which its Nivea for Men brand holds strong positions.

Domestic brands and private label struggle against the multinationals

With multinationals characterising men’s grooming in Slovenia, there is limited room for private label, with a share well below its average in overall beauty and personal care categories and with limited growth over the review period. This is mainly due to the strength of 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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