Competitive Landscape
Leading Players Consolidate Shares Amid Steady Competitive Dynamics
Men’s grooming in Sweden exhibits a moderately concentrated competitive landscape, with global consumer goods companies continuing to lead core categories such as shaving, deodorants and basic skin care. Overall share shifts remained modest in 2025, reflecting the mature and routine-driven nature of the category.
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Overview:
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.
The Men's Grooming in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Sweden - Category analysis
Key Data Insights
Lifestyle-Driven Beauty Reshapes Grooming Habits through Minimalist Positioning and Premium Self-Care
Lifestyle-Driven Beauty Reshapes Grooming Habits through Minimalist Positioning and Premium Self-Care
Digital Consumer Journey Supports Premium Discovery through Specialist Platforms and Social Media Content
Value-Driven Beauty Intensifies Price Competition in Routine-Driven Categories through Discount Retail
Slow Overall Growth Driven by Gradual Premiumisation in Skin Care and Fragrances Rather Than Category Expansion
Men’S Shaving to Face Continued Structural Pressure, with Opportunities Shifting to Beard Maintenance and Specialist Retail
Unisex and Minimalist Positioning to Outperform Traditional Gendered Marketing as Category Boundaries Blur
Leading Players Consolidate Shares Amid Steady Competitive Dynamics
Non-Grocery Retailers Lead as Discount Chains and E-Commerce Intensify Pressure on Grocery
Beauty and Personal Care in Sweden - Industry Overview
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Key Data Insights
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Sustainability Becomes a Baseline Expectation across Formulations, Packaging, and Retail Models
The Digital Consumer Journey Reshapes Discovery, Validation, and Purchasing across Beauty and Personal Care
Affordable Premium and Pharmacy Brands Set to Drive Steady Market Growth
Lifestyle-Driven Beauty and Fragmentation Set to Sustain Dynamic Growth in Premium and Niche Categories
Omnichannel Retail and Digital Engagement Set to Remain Central to Category Growth
L'oréal and Key Distributors Sustain Leadership as Niche and Lifestyle Brands Gain Incremental Share
Beauty Specialist Retailers Lead Premium Categories Whilst E-Commerce Expands through Established Omnichannel Ecosystems
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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