Despite a solid performance in 2023, growth is set to be weaker across the forecast period, with the peak in growth aligned with the return to socialising fading. Male consumers remain conservative towards buying males specific items in areas such as bath and shower gel, with strong competition from mass bath and shower products, that can also be used for the whole family.
The fashion for beards has remained strong among consumers, neglecting the efforts of shaving brands to boost sales. Trimming is stopping the shaving industry from reaching strong growth, and the same trend seems to remain over the forecast period.
Although growing from a low base, men's skin care has further room for development. The key will be communicating the benefits of using men's skin care over more affordable standard skin care products.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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