Men’s grooming is expected to post modest growth over the next five years. Although the category remains routine-led and relatively underdeveloped, slow gains will be supported by increased engagement in premium fragrances and basic skin care.
In the upcoming period, an emerging trend will be the blending of grooming with wellness, where men’s grooming products are used to help relieve stress and support self-care. Products marketed with “refreshing,” “revitalising,” or “calming” cues may see greater engagement.
Innovation is likely to focus on hybrid and multi-step grooming products, such as moisturising post-shave balms, anti-fatigue eye gels, or cleansing scrubs with toner effects. Texture and scent will remain important, but there will be a shift toward ingredients like caffeine, vitamin C, and charcoal.
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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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