Men's Grooming

Rising image-consciousness among male consumers in Algeria continued to support the positive development of men’s grooming in 2023. This shift remained most visible among younger demographics, who tend to be less conservative in their attitudes to…

In 2023, men's grooming in Argentina recorded triple-digit retail value growth, driven by rising inflation.

Men’s grooming in Australia has experienced significant value growth in recent years, fuelled by increasing awareness of men’s wellbeing and a greater focus on personal grooming and appearance. This trend is partly influenced by societal shifts and…

Men’s grooming saw a marginal increase in retail volume sales and strong rise in retail current value sales in 2022. This followed two years of decline, largely due to the effects of the Coronavirus (COVID-19) pandemic. The improved performance of…

Men’s grooming registered moderate constant value and volume growth in Azerbaijan in 2023. While inflation was still an issue, it eased somewhat, particularly later in the year. In addition, any supply disruptions caused by the war in Ukraine were…

Men’s grooming in Belgium is feeling the pressure of a general shift away from the clean-shaven look and rising demand for sustainable options. Retail volume sales of men's shaving continued its downward trajectory in 2023. The rising cost of living…

Men’s grooming in Bolivia registered a fall in volume sales in 2023, though both current and constant value sales increased. With prices continuing to rise, especially for imported brands, due to sharp decline in foreign cash reserves, this dampened…

Men’s grooming products remained in high demand in Bosnia and Herzegovina, despite the ongoing demographic crisis and economic woes in 2023. Inflation continued to be an issue forcing manufacturers to increase product prices. Growing consumer…

Men’s fragrances continued to dominate men’s grooming in 2022, as the most popular product type, deemed essential by many male consumers. In 2020, there was a notable increase in retail volume demand for men’s fragrances, and although there was a…

Men’s grooming in Bulgaria is evolving due to changing attitudes towards self-care with men investing in their personal appearance. In 2023, men’s grooming witnessed robust growth in current value terms driven mainly by unit price increases, while…

In the past, be it in barber shops or at home, baby powders were the most common pre-shave products used with surgical spirits used as post-shave lotions to prevent bumps. These were cheaper alternatives coupled with the fact that the availability of…

Men’s grooming experienced healthy value growth in 2023, primarily propelled by the men’s toiletries segment, encompassing bath and shower, skin care, and hair care products. While volumes remained subdued across most categories, there was a marginal…

Men’s grooming experienced robust current value growth in Chile in 2021 and 2022, and this trend continued in 2023, despite only seeing minor retail volume growth. As the economic situation tended to stabilise in the country, the category gained…

After a year of notable current value decline in 2022, men’s grooming saw only low growth in China in 2023, with sales remaining well below the 2021 level. Men’s fragrances saw the strongest growth from a low base, while due to the stable demand for…

In 2023, men's grooming overall enjoyed positive current value growth rates in Colombia. However, despite increased activity from manufacturers and retailers alike, volume growth was negative. Unlike previous years, the introduction of new products…

In keeping with the trend observed earlier in the review period, multifunctional men’s grooming products continued to gain popularity in Costa Rica in 2023. Prominent examples included a Nivea Men liquid soap that is suitable for cleansing the body,…

2023 saw men’s razors and blades return to positive growth as more local men chose the cleanshaven look, a sign that the decade-long trend towards wearing beards may have already peaked. While men’s pre-shave and men’s post-shave each continued to…

Men’s grooming in Denmark registered a better performance in 2023, with retail volume sales increasing alongside current value growth. Consumer demand bounced back softly across all categories as inflation fell and the propensity to spend recovered…

With the onset of the COVID-19 pandemic in 2020 and consumers spending more time at home, shaving frequency among men decreased significantly, denting retail sales of shaving products and blades. In later years, Dominicans renewed their interest in…

Since the arrival of the COVID-19 pandemic, there has been a significant trend towards men in Ecuador wearing beards, which has had a negative impact on demand for men’s razors and blades as the clean shaven look is no longer considered essential.…

Men’s grooming saw strong current value growth in Egypt in 2023, while volume sales fell slightly during the year. Growth was driven primarily by the fact that the prices of men's grooming products significantly increased. Reasons for these price…

In 2023, men's grooming in Estonia showcased a positive performance, with double-digit retail value growth and standout volume performances from men's fragrances and bath and shower products. While men's grooming suffered from COVID-19 lockdowns,…

Men's grooming in Finland experienced significant growth in retail value sales during 2023. However, this increase was primarily driven by inflation-related price hikes, with stagnant or slightly declining volumes.

Men’s grooming in France saw a marginal retail volume decline in 2023, but showed positive current value growth, and surpassed the pre-COVID-19 figure in value terms. This growth was fuelled by significant price growth across categories, driven by…

Men’s grooming in Georgia registered positive value and volume growth in 2023, as inflation fell significantly. In addition, the continued expansion of modern retailing and in particular beauty specialists also expanded the range of brands and…

Men’s grooming showed considerable retail current value growth in 2022, after a difficult two years due to the pandemic. With the reopening of businesses and the return to working in the office, men in Germany not only resumed the consumption of some…

Albeit from a smaller base, increased marketing and consumer interest in the men’s grooming space helped men’s grooming outperform unisex beauty and personal care products in 2023. This is the case in categories like bath and shower, where growth in…

In 2023 men’s grooming Guatemala saw men regulating their purchases with cheaper product choices given high inflation. Shaving is a common habit among Guatemalan men, especially for the older generations who believe a habit a shaved face gives the…

In 2023, men’s skin care and fragrances were among the key growth drivers of men’s grooming in Hong Kong. The male population in Hong Kong is becoming increasingly conscious of appearance, leading to a surge in demand for men's grooming. Male…

As current fashion trends lean towards styled facial hair, a significant number of male customers are opting for grooming techniques that focus on shaping their beard contours rather than achieving a smooth shave. This has led to a surge in demand…

Men’s grooming in India has experienced inflationary pressures and supply chain disruptions, impacting the availability and pricing of key commodities, particularly in men’s shaving. These challenges have been influenced by various factors, including…

Men’s grooming in Indonesia continued to see healthy growth in current value terms in 2023. Sales were boosted by the return of in-person working, alongside an increase in socialisation, which had an especially positive impact on products such as…

In 2023, the economic situation limited growth for men's grooming in Ireland. Irish consumers suffered from high inflation and declining GDP growth, eroding their purchase power. Consequently, many consumers moved away from purchasing male-specific…

Men’s grooming saw double-digit current value growth in Israel in 2023. There are many articles published relating to hair care and personal grooming, but traditionally these have mostly been geared towards women. However, as men's grooming has…

Men’s grooming recorded dynamic growth in current value terms for the third consecutive year in 2023, mainly led by significant price hikes across all product categories. This surge can be attributed to inflationary pressures, which prompted…

Men’s grooming continued to see current value growth in Japan in 2023, thanks to rising awareness of beauty and personal care amongst men, and the associated increase of brands and products in the space, which activated sales. Increasing awareness of…

Following the slump caused by pandemic restrictions, men's grooming in Kazakhstan has witnessed a strong comeback in 2023. The return to social and professional life has fuelled a renewed interest in personal appearance. Men are increasingly…

Men’s grooming in Kenya in 2023 benefited from local men’s rising interest and greater investment in self-care and maintenance. Skin care has become a notable trend, enhanced by pandemic era when consumers were spending more time at home and paying…

The year 2023 was a strong year for men’s grooming in Latvia and the Baltic region overall. Men have fully returned to socialising with daily regimes resumed outside the home. Consequently, frequent grooming has once again become a daily habit among…

In 2023, men's grooming recorded double-digit retail value growth and positive retail volume growth in all areas, excluding premium skin care and men's mass fragrances. A high level of retail volume growth was noted in men's premium fragrances, with…

Men’s grooming in Malaysia registered strong growth in current value terms in 2023, with volume sales also on the up. This was driven in large part the greater attention men are paying to their appearance and overall wellbeing, particularly in the…

Men's grooming in Mexico continues to face certain challenges. Men's skin care in particular still has relatively low penetration due to perceptions around masculinity which are limiting usage. While there is a growing customer base for men’s…

Moroccan men are increasingly feeling the pressure to maintain strict personal hygiene and personal grooming routines as changes in society have placed far more emphasis on male beauty while encouraging men to pay attention to their appearance. This…

Men’s grooming in New Zealand saw a fall in both retail value and volume sales in 2023. There was little product innovation and there were few new product launches in men's grooming in 2023. Across most subcategories, mainstream brands continue to be…

Like other categories of beauty and personal care, men’s grooming in Nigeria was negatively impacted by poor economic conditions in 2023. While the category grew in retail current value terms, retail volume sales and retail value (constant 2023…

Though there was double-digit growth in current value sales in men’s grooming in North Macedonia in 2023, volume growth was minimal and constant value sales fell slightly. Continuing high inflation, as well as a declining population, dampened value…

While the pandemic did benefit men's grooming sales, the impact was not as significant as in other beauty and personal care categories. This can be attributed to several factors: the market's maturity, a modest premiumisation trend, the growing…

In 2023, men’s grooming in Pakistan experienced a modest increase in both volume and value sales, primarily driven by the growing demand for men’s fragrances. As societal activities resumed post-pandemic lockdowns, men displayed a heightened interest…

Men’s grooming achieved positive value and volume sales in Peru in 2023, albeit at slower growth rates than seen over the past two years. Although men are becoming more interested in taking care of their appearance in Peru, they tend to be more…

After declines were seen for men’s grooming in Poland during the pandemic, value sales returned to the 2019 level in 2022, while 2023 witnessed continued robust retail volume recovery, and sales finally returned to the pre-pandemic level. Despite…