With the onset of Coronavirus (COVID-19), male consumers’ priorities shifted towards products of necessity. Many grooming products are not generally considered to be essential among Swedish men, and the category suffered from severely reduced demand compared to pre-COVID-19 levels.
Paradoxically, many of the leading brands in men’s grooming have a presence in more essential categories, such as Hugo Boss (E Saether) and Axe (Unilever Sverige) in deodorants and Gillette (Procter & Gamble Sverige) in razors and blades, which are considered every day or regular necessities by many male consumers. As consumers returned to more usual hair- and grooming-related spending patterns as the pandemic situation eased and more people shifted back towards work and social norms, sales of men’s deodorants and men’s razors and blades rebounded in 2021.
A recovery in the demand for premium products was driven by a strong urban indulgence trend. While this trend piqued the interest of men to a lesser extent than women, it has proven to be a reliable driver of sales for more pampering or indulgence products in skin care, toiletries, hair care and fragrances.
COVID-19 coincided with long-running grooming trends. Most visibly, beards and facial hair, long considered trendy among Swedish men, are mainstream attributes.
Over the forecast period, premium segments are expected to outpace mass segments in retail volume and value (constant 2021 prices) growth terms in men’s toiletries, hair care, skin care, fragrances and deodorants. Alongside men’s razors and blades, premium hair care and premium skin care are set to be among the fastest-growing areas of men’s grooming.
Despite the generally positive outlook for men’s grooming, there are several areas of concern. For example, both mass and premium men’s grooming categories have become increasingly exposed to price pressures with the development and growth of e-commerce.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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