Executive Summary

Jun 2019
PROSPECTS
Many Uruguayan men remain reluctant to buy men´s grooming products

Traditionally, Uruguayan men have been very reluctant to buy men’s grooming products other than deodorants and shaving products. That is mainly because, contrary to what happens in other countries, many men consider skin care and other toiletries to be specifically made for women, and are not accustomed to buying them.

Men´s shaving is the biggest category in value sales

Men´s shaving continued to account for the largest share of value sales in 2018. Contrary to other toiletries products, which consumers continue to consider as feminine, men´s shaving products are considered entirely masculine products.

Local consumers fully accept men´s fragrances and deodorants

Men´s deodorants and fragrances are widely accepted in the society, and remain the biggest categories in value sales, along with men’s shaving. Women and men tend to like very different kinds of scents, and for that reason men look for different deodorants and fragrances products than women do, with different odours.

COMPETITIVE LANDSCAPE
International companies continue leading in value sales, with Sebamar at the top

In 2018, international companies Sebamar (from Procter & Gamble Co), Unilever del Uruguay and Bic Uruguay continued to hold the leading value share’s within men´s grooming products in Uruguay. Sebamar remains the top company, with the highest value share, on the strength of its leadership within men´s shaving products, but it also is present in men´s toiletries, where it ranked second in 2018 with a wide portfolio of products under its world-famous Gillette brand.

Unilever dominates in men’s toiletries

Second-ranked Unilever del Uruguay is only present in men’s toiletries, a category in which it held the dominant value share in 2018. Although it offers toiletries, the company has managed to be a major player with its widely recognised brands Axe and Dove, both of which are known as male-specific brands in the country, hoarding consumers.

Companies launching new men´s grooming products

With increased interest in men´s grooming products, companies are starting to innovate and are launching more products to focus on this consumer group. L'Oréal Uruguay, which holds the leading value share in other categories and is widely recognised, retains a very slight presence in men´s grooming sales.

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Men's Grooming in Uruguay

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Uruguay with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Uruguay, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Uruguay market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Uruguay?
  • What are the major brands in Uruguay?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why 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 industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Uruguay - Category analysis

HEADLINES

PROSPECTS

Many Uruguayan men remain reluctant to buy men´s grooming products
Men´s shaving is the biggest category in value sales
Local consumers fully accept men´s fragrances and deodorants

COMPETITIVE LANDSCAPE

International companies continue leading in value sales, with Sebamar at the top
Unilever dominates in men’s toiletries
Companies launching new men´s grooming products

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Uruguay - Industry Overview

EXECUTIVE SUMMARY

Willingness of younger consumers to try new products boosts value sales
Consumers looking for cheaper alternatives
International players continue leading beauty and personal care
Companies launching more natural products
Economic situation will impact consumer behaviour

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources