While men’s grooming registered an increase in current value in 2020, volume sales were largely unchanged. However, there was marked differences between how products performed.
International companies Sebamar (Procter & Gamble) and Unilever continue to lead value sales within men’s grooming in Uruguay. Sebamar remains the leading player due to the popularity of men’s shaving ranges.
Men’s shaving continues to account for the largest share of value sales. Unlike other toiletries products, which consumers continue to consider as being somewhat feminine, men’s shaving products are considered to be entirely masculine products.
Overall men’s grooming will see annual growth over the forecast period. However, consumers are likely to remain highly price-sensitive and many will continue to limit spending in this area.
Traditionally, Uruguayan men have been very reluctant to buy men’s grooming products other than deodorants and shaving products. This is mainly because, unlike in other countries, many men consider skin care and other toiletries to be specifically made for women and are not accustomed to buying them.
Many consumers are becoming more demanding in terms of quality and scents, including men. Culturally, having a good image also includes how you smell, and therefore men are selective in what brands they use due to having favourite scents.
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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 report originates from Passport, our Men's Grooming research and analysis database.
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