Premium men's fragrances was the most dynamic category within men's grooming in 2021 in both value volume terms. With Uruguay’s borders remaining closed until October 2021, consumers switched to purchasing premium men’s fragrances in local stores.
Men’s skin care is still a niche but the category continued to enjoy healthy growth in value and volume terms in 2021 with this being driven by a range of relatively new products that are now available in the market. Despite many men still considering that skin care is something for women, among younger generations of Uruguayans these attitudes are changing with this helping to boost demand.
International companies Sebamar (Procter & Gamble) and Unilever continued to lead men’s grooming in Uruguay in 2021. Sebamar remains the leading player due to the popularity of its range of men’s shaving products.
Men´s shaving will remain the main category within men´s grooming over the forecast period. Despite many consumers switching to home working arrangements in 2020 and 2021 as a result of the pandemic, men´s shaving (mainly men´s razors and blades) continued to enjoy healthy growth.
Because of the decrease in purchasing power and high inflation, in the short term it is expected that mass products will outperform premium options. This will likely include categories such as men´s bath and shower, men´s deodorants and men´s hair care, with price sensitivity likely to be a continuing theme over the forecast period.
While the established multinational brands such as Gillette and Axe are likely to continue leading sales of men´s grooming in Uruguay, as men show a growing interest in following beauty and personal care routines the category could see the entry of more players. For example, Schick is gaining ground because of increasing penetration through modern channels during 2021.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Uruguay 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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