Men’s grooming is expected to see steady growth in constant value terms (2022 prices) over the forecast period, with premium products are expected to outpace their mass counterparts. Indeed, alongside men’s razors and blades, premium hair care and premium fragrances are set to be the fastest-growing areas of men’s grooming, as consumers trade up to perceived higher quality products.
Men’s toiletries is a relatively underdeveloped subcategory within men’s grooming, with ample room for further growth. However, the category is struggling with lack of segmentation, with the result that many Swedish men buy grooming products which are not targeted at their specific needs.
As the forecast period progresses, Swedish men will be increasingly focussed on taking care of themselves and this will translate into a growing demand for skin care products. However, male consumers who use skin care products tend to restrict their usage to two product types: basic moisturisers and facial cleansers,, due to the lack of choice in retail aisles,.
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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.
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 Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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