In 2024, it became increasingly evident that Austrian men are placing greater importance on grooming and personal care, leading to a notable rise in demand for men’s toiletries. Categories such as men’s deodorants, men’s hair care, and men’s bath and shower all posted strong performances, supported by an expanding variety of product launches that raised consumer awareness and drove shelf space expansion in retail. Convenience remained a key theme, with a growing preference for multifunctional pr

The steady growth of men’s grooming highlights how men’s personal care and grooming routines have become more important over time. With societal shifts and changes in how people perceive masculinity there has been a rise in awareness and adoption of robust personal care routines by men, resulting in the usage of more men’s grooming products. Men’s grooming has significantly benefited from these changes in consumer behaviour and changing social norms, with sales increasing across all categories i

Men’s grooming saw steady growth in current value terms in Sweden in 2024 although it remains a relatively underdeveloped category outside of men’s shaving and men’s fragrances. While value sales increased in 2024—boosted by premiumisation—volume growth remained limited due to weak demand for men-specific products. Many Swedish men continue to favour unisex or general-purpose toiletries, especially for bath and shower, hair care, and skin care. Additionally, in the more mature fragrances categor

Men's grooming experienced solid current value growth in the UK in 2024. Although the performance remained healthy, the growth rate represented a slight deceleration from the previous year. This can be attributed to a more tempered hike in unit prices. However, consumer demand for male-specific beauty and personal care products remained strong, leading to an uptick in volume terms in 2024. The sustained interest in men’s grooming has been largely driven by growing awareness of personal care rout

Men’s grooming saw current value growth in the United Arab Emirates in 2024. Men’s fragrances is the largest category within men’s grooming, with fragrances playing an important traditional role in local culture. Men’s fragrances was also the fastest growing category. Men’s deodorants is also an important category. In the United Arab Emirates, a distinctive trend amongst male consumers is their inclination towards gender-specific deodorants, which they utilise not only under their arms but also

In 2024, value sales of men’s grooming in Portugal recorded positive growth, despite a poor performance in shaving. Shaving has lost value across all its segments, largely influenced by the ongoing trend for beards. As more men embrace facial hair, traditional shaving routines are being replaced by beard maintenance and styling solutions.

Men’s grooming saw a healthy rise in value sales in Latvia in 2024. Interest in skin care, beard care, and fragrance continued to grow, particularly for younger men of under 30-years-of-age. Grooming was increasingly seen as part of broader self-care, and that was reflected in subtle changes in messaging, with less about shaving and more about daily confidence and upkeep.

In 2024, men’s grooming in Estonia was supported by the growing interest in men’s self-care and solid performance in men’s fragrances. Value growth was driven by both premium gifting and small upgrades in personal care staples, like shaving products and face washes. Younger men are beginning to pay more attention to skin care and fragrances, moving beyond just functionality and signalling a gradual shift in grooming habits.

In 2024, men’s grooming in Lithuania continued to see modest retail volume growth and a strong, if much slower, increase in retail current value sales. Many men target products that are especially designed for them, with a preference for strong scents, large packaging and a single format. Men's fragrances was the largest category in retail value sales terms at the end of the review period, with a preference for premium brands. The leading brands in men’s fragrances in retail value sales terms in

Men’s grooming remained an underdeveloped category in 2024, with only modest value growth despite rising consumer awareness of personal care. The main obstacle to stronger performance continues to be the limited adoption of men-specific products outside of shaving and fragrances. Many Norwegian men continue to favour general-purpose or unisex alternatives, especially for everyday categories such as hair care, deodorants, and bath and shower. Products intended specifically for men are often viewe

In 2024, men’s grooming in Indonesia saw strong growth in retail current value terms, reflecting a cultural shift whereby more men are placing importance on their appearance and personal care. This change is being driven by evolving societal norms, greater exposure to grooming trends through social media, and increased awareness of health and hygiene. As men become more conscious of their image, they are investing in products that cater to their specific grooming needs, fuelling steady growth ac

In 2024, a notable trend in Pakistan’s men's grooming category was the continued rise of beard grooming products and expanded male personal care routines. Beard oils, beard balms, grooming kits, and dedicated beard washes gained strong traction among urban and semi-urban consumers, reflecting evolving perceptions of male grooming as an essential part of self-care rather than a luxury. The increased visibility of local and international influencers, actors, and athletes promoting well-groomed bea

Men's grooming in Egypt experienced a decline in volume sales in 2024 despite a notable increase in current value terms. This was the result of significant price hikes across product categories, attributed to several economic factors affecting both imported and domestically produced goods. The considerable devaluation of the local currency in March resulted in a sharp rise in the cost of imported raw materials. Furthermore, multiple fuel price increases escalated transportation and production co

The rate of growth in retail current value sales of men's grooming accelerated sharply in 2024. This was due in part to a decline in cross-border shopping and smuggling from neighbouring Argentina, after the Argentine government initiated a reform of its exchange-rate policy that diminished the price differential for men’s grooming between the two countries. Demand was further boosted by rising household disposable income and easing inflationary pressure. Increased local consumer awareness of gl

Men’s grooming saw current value growth in Ukraine in 2024. While the category could not be called large, it continues to show positive dynamics. Sales display a regionally specific character, with sales tending to be stronger in regions with a higher concentration of military personnel.

Men’s grooming saw current value growth in Saudi Arabia in 2024. Premium men’s fragrances remained the largest category in Saudi Arabia’s men’s grooming market in 2024 due to the deep-rooted cultural significance of such products and a strong consumer preference for high-quality scents. Fragrance plays a vital role in daily grooming and social identity, with many men investing in premium options that reflect status, personality, and tradition. Demand for premium men’s fragrances is also supporte

Value sales of men’s grooming products increased in Canada in 2024, supported by growing consumer interest in grooming routines encompassing hair care, skin care, and specialised services. This heightened awareness was reflected in the rising popularity of barbershop experiences, such as those offered by the Tommy Gun’s barbershop chain, which expanded its footprint during the year to meet demand for curated grooming services. The ongoing popularity of beards continues to stimulate demand for be

In 2024, men’s grooming in Ireland saw solid current value rises. Local male consumers are increasingly engaged in personal care routines beyond basic shaving. Further, men’s grooming is benefiting from by rising interest in skin care, beard care, and premium fragrances, with many men trading up to products offering added skin benefits or modern packaging. The continued blurring of gendered marketing also allowed brands to expand their appeal across a broader male audience.

Men’s grooming in Slovenia continued to record positive growth in current value terms in 2024, although this was partly due to rising prices. Performance was somewhat constrained by the growing trend among men in their 30s and 40s to grow beards, which negatively impacted the largest category: men’s shaving. Many consumers in this age group rely on electric beard trimmers to maintain a neat, well-groomed appearance. Advancements in shaving technology and increased affordability have further boos

Men’s grooming is becoming increasingly mainstream in Guatemala, as younger generations adopt more comprehensive personal care routines. This marks a break from the attitudes of previous generations, where cultural norms rooted in machismo discouraged the use of such products. This generational change supported the sustained growth of category in 2024.

Men’s grooming in Romania witnessed robust growth in retail value terms, driven by the strong performance of categories like mass men’s bath and shower, mass deodorants, mass men’s skin care, and premium men’s skin care. New product launches in both the premium and mass segments have attracted new consumers. Men’s grooming is still very much developing in Romania, as traditionally men use only essential personal care products. Younger generations, like Generation Z and Generation Alpha, are driv

Sales of men’s grooming products experienced solid growth in current value terms in Kazakhstan in 2024. The market has expanded to include a broader selection of specialised products, including facial creams, serums, shaving foams, beard oils and hair styling solutions. These developments reflect a growing awareness among Kazakhstani men of the importance of skin and hair care tailored to their specific needs.

Growth in men’s grooming current value sales in Israel in 2024 was slightly weaker than in 2023, mainly due to the gradual easing of inflationary pressures. However, with the same factor allowing more room for price competition and bolstering consumer confidence and purchasing power, volume growth was up modestly on the previous year. This improvement was also supported by rising image-consciousness among Israeli men, particularly younger demographics who are regularly exposed to male grooming a

In 2024, men’s grooming in Argentina witnessed a decline in retail volume sales. The exponential growth recorded in retail current value sales at the end of the review period can be explained exclusively by a triple-digit inflation rate. Argentinian consumers sought to save money by replacing men-specific products with ones designed for the whole family. Furthermore, men extended the use of products more than recommended, such as razors and blades, in order to reduce costs. As a consequence, men