Report
May 2026
Germany's men's grooming sector demonstrates growth in 2025, outstripping modest regional economic expansion and underscoring strong consumer prioritisation of personal care. The premium men's fragrance segment drives this growth with double-digit increases, signalling discerning preferences for sophisticated, exclusive products. Meanwhile, men's toiletries are expanding steadily as multifunctional and dermatologically tested offerings resonate with health-conscious consumers focused on skinific
Report
May 2026
In 2025, men’s grooming in Uzbekistan shows strong growth with retail sales reaching UZS873 billion, a 19% increase year-on-year. This growth rate surpasses previous years, indicating a robust demand within the region. The overall economic environment supports this trend, with Uzbekistan’s real GDP growth and a stable population reflecting a favourable demographic and economic backdrop for consumer expenditure expansion.
Report
June 2026
Men’s grooming in Latvia recorded solid value growth in 2025, driven by sustained demand for everyday essentials despite cautious consumer spending. Purchasing behaviour remained strongly value-oriented, with consumers favouring multifunctional products, larger pack sizes and trusted brands that delivered clear cost-per-use advantages. Men’s fragrances remained the largest and best performing category, reflecting selective spending on identity-driven products, while men’s toiletries continued to
Report
June 2026
Ireland's men's grooming sector outperformed or matched broader Western European trends in 2025, supported by a robust economic backdrop with 11% real GDP growth and moderate inflation of 2%, which enhanced discretionary spending. The category benefits from a growing population and rising consumer expenditure, both of which underpin steady retail value growth. Increasing male engagement with self-care, fuelled by social media influencers and rising health awareness, is driving demand for special
Report
June 2026
Men’s grooming in Spain in 2025 demonstrated solid growth underpinned by premium men’s fragrances, which dominate retail sales and resonate strongly with younger demographics influenced by digital platforms. Despite a moderate economic environment characterised by steady GDP growth and controlled inflation, consumer expenditure supports discretionary spending on personal care, making the market attractive for both established and emerging players. Innovation is increasingly driven by multifuncti
Report
May 2026
Men's grooming in Portugal shows steady growth in retail value sales, increasing by 3% on the previous year to reach EUR314 million in 2025. The category's expansion aligns with broader economic conditions in Portugal, where consumer expenditure is forecast to rise consistently as the median disposable income per household increases (reaching EUR35,975 in 2025 from EUR34,102 in 2024). The population of Portugal stands at approximately 10.7 million, offering a stable consumer base, while real GDP
Report
September 2026
Lithuania’s men’s grooming demonstrates above-average growth compared to regional economic expansion, supported by rising consumer expenditure, which reached EUR45.9 billion in current prices in 2025 and is forecast to grow steadily. Despite a stable but slightly declining population, increased disposable income and evolving male interest in healthier lifestyles look set to bolster sustained demand. While men’s shaving remains a significant contributor to retail value, its stagnation due to bear
Report
May 2026
Men's grooming in Norway in 2025 recorded modest yet steady current value growth of 4%, with retail value reaching NOK1.3 billion. This growth rate was moderate compared to earlier years, but indicated sustained demand, despite the category's structural maturity and limited expansion beyond core shaving products. Consumer behaviour remains largely functional and price-sensitive, with many Norwegian men favouring unisex or shared household products, particularly in bath and shower and hair care,
Report
June 2026
Men's grooming in Algeria continued to exhibit robust expansion, being driven by a growing, youthful urban population with evolving attitudes towards personal care, resulting in retail value growth of 7% to DZD12.5 billion in 2025. This growth occurred despite economic headwinds, including cautious consumer spending, inflation pressures, and currency devaluation, which encouraged a preference for affordable yet quality-conscious products. The rising influence of sustainability and lifestyle tren
Report
June 2026
Men's grooming in Pakistan demonstrated a robust growth trajectory in 2025, surpassing regional performances, supported by a large and expanding population exceeding 255 million and improving economic conditions including real GDP growth and moderate inflation. The category's attractiveness is underpinned by a blend of traditional shaving habits sustained by leading players and a dynamic expansion of grooming beyond shaving, particularly among urban millennials and Gen Z men embracing beard care
Report
May 2026
Men's grooming in Vietnam in 2025 was marked by robust momentum, with sales reaching VND6.4 trillion and growth of 6%, outpacing inflation. This performance places Vietnam ahead of several Asia Pacific peers in digital-driven retail transformation, fuelled by the rapid expansion of e-commerce and social commerce platforms, notably Shopee and TikTok Shop, which have become pivotal for consumer engagement and product discovery. The attractiveness of men's grooming is underpinned by a young and exp
Report
June 2026
Men's grooming in Kazakhstan outperformed regional peers in 2025, driven by rising consumer purchasing power and strong economic growth. The category is highly attractive due to increasing urban male engagement with personal care as a lifestyle choice, supported by a steady population rise and expanding digital retail channels. Growth is fuelled by demand for multifunctional and premium products that reflect evolving male identities. Brands that leverage lifestyle-driven marketing, sustainabilit
Report
May 2026
Men’s grooming in Chile demonstrated a compelling growth trajectory, with value sales rising by 10% in current terms in 2025, underpinned by an expanding consumer base and stable economic conditions fostering discretionary spending. This growth outpaces many regional peers, highlighting Chile as an attractive market for personal care investments. The increasing sophistication of male consumers is evident as grooming routines diversify beyond shaving to include dermatologically formulated skin ca
Report
June 2026
Men's grooming in Tunisia demonstrated resilience and growth in 2025, with a 9% increase in retail value sales to TND344 million, driven by rising consumer expenditure and a population rising to 12.2 million. This growth occurred despite economic pressures, including inflation at 5% and moderate GDP expansion, although it remained an attractive category, fuelled by evolving male aesthetics and increased health consciousness. Key growth drivers include a shift towards assertive masculine styles e
Report
June 2026
Egypt’s men’s grooming recorded 19% value growth in 2025, reaching EGP15,446 million and surpassing growth rates seen across the Middle East and Africa. This robust expansion was driven by a growing population, rising disposable incomes, and a shift among younger, digital-native consumers who embrace grooming as a lifestyle element rather than simply hygiene. Despite inflation and economic pressures, the market remains attractive due to a balanced offering of affordable local products and the re
Report
June 2026
Men’s grooming in Austria demonstrated a stable yet cautiously evolving landscape in 2025, with value growth outpacing volume gains due to consumers’ increasing willingness to invest in multifunctional and innovative products despite restrained spending. Compared to broader regional dynamics, Austria’s moderate economic growth of 0.6% real GDP and a population of 9.2 million underpin a market characterised by intentional purchasing, where affordability and added value are paramount. The leadersh
Report
July 2026
Men’s grooming in Greece maintained positive, albeit moderate growth in 2025, at 4%, reflecting resilience tempered by economic challenges and cautious consumer spending. The market remains attractive due to evolving social attitudes that increase male engagement with grooming, coupled with strong brand investments and innovation in multifunctional products that balance simplicity with efficacy. Leading players are leveraging bold masculinity-themed campaigns alongside scientifically driven ski
Report
May 2026
Bulgaria's men's grooming category in 2025 showed robust expansion through a 10% retail value increase to BGN141 million, underpinned by rising consumer expenditure and a positive economic climate with 3% real GDP growth. Despite a slight population decline, the category remains attractive due to growing urban male engagement with grooming as a form of selfexpression, blending practicality with premium indulgence, especially in fragrances. Leading brands like Beiersdorf’s Nivea Men leverage broa
Report
June 2026
Men’s grooming in Italy delivered solid value growth in 2025, underpinned by a cultural shift that has firmly repositioned male personal care as an essential component of daily health and wellbeing, even as inflationary pressure and household budget constraints encouraged more selective purchasing behaviour. The convergence of skin care science with grooming drove demand for skin-respectful, barrier-supporting formulations across shaving, toiletries and facial care, whilst men’s fragrances emerg
Report
July 2026
Men's grooming in Nigeria showed a resilient yet cautious growth pattern in 2025, with value sales reaching NGN138.6 billion despite economic headwinds. This performance reflects a mixed outlook compared to regional peers, where price sensitivity and economic constraints limit premium product uptake. However, the market’s attractiveness lies in its expanding consumer base driven by rising formal employment, evolving cultural norms that embrace grooming as an element of personal identity and wel
Report
June 2026
In 2025, men's grooming in Croatia reached a retail value of EUR80.2 million at current consumer prices, reflecting a 6% growth from the previous year. This solid growth rate indicates sustained market expansion supported by a combination of new product launches and innovation in formulations. The category's growth outpaces Croatia's real GDP growth forecast of 3% for 2025, demonstrating strong consumer demand and resilience amid economic fluctuations.
Report
July 2026
In 2025, men’s grooming in Azerbaijan demonstrated robust growth supported by stable economic fundamentals, including a real GDP growth of 3% and moderate inflation near 6%, which together enhanced consumer spending power and elevated grooming routines beyond basic needs. The expanding interest in premium and niche products, especially fragrances, reflected evolving consumer preferences towards self-expression and lifestyle alignment, positioning the category as an attractive opportunity for bra
Report
May 2026
Men's grooming in China in 2025 demonstrates notable resilience, achieving a value of CNY15,304 million with a growth rate of 1%, signalling stabilisation in a challenging macroeconomic environment characterised by GDP growth of 5% and minimal inflation. While this performance is modest, the category is attractive due to structural shifts, as evidenced by robust 4% growth in men's fragrances and a dynamic shift towards high efficacy hair care products, offsetting slower progress in price-sensiti
Report
September 2026
Men's grooming in Uruguay outperformed regional benchmarks with a 10% sales value increase in 2025 despite a slight population decline, reflecting rising disposable income and stronger consumer spending power. The category’s appeal has been heightened by evolving consumer behaviours, especially among younger men who are challenging traditional masculinity norms and seeking personalised grooming experiences. The dominance of men's fragrances, particularly mass-market Middle Eastern brands, is res
