The home seclusion trend as a result of several lockdowns and remote working took its toll on demand for men's grooming in 2020, as the category registered significant declines. The wearing of face masks and longer periods of time spent at home meant that an increasing number of men relaxed their grooming routines including growing facial hair which resulted in strong declining demand for men’s shaving in particular.
Men's shaving generates the bulk of men's grooming value sales since traditionally shaving is a core part of many Ukrainian men's self-care routines. Men's razors and blades, dominated by systems, were used regularly pre-pandemic due to their convenience, although the disposable format tends to be preferred for travelling purposes.
Due to its dominance of men’s shaving, Procter & Gamble retained its convincing leadership of men's grooming in 2020. Its Gillette range is well known to local consumers, and apart from its pioneering entry, it is supported by mass promotional campaigns including television advertisements.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Ukraine 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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