Men’s grooming will continue to record solid retail value growth driven by the rising number of young Bulgarian men willing to extend their personal care routines and try new products which have traditionally been associated with women. Mass men’s bath and shower is expected to record the fastest growth in retail value terms over the forecast period, driven by more sophisticated men’s personal care routines, as well as new product launches and brand extensions.
With demand set to rise, product development strategies will also expand, notably in the premium segment. Bulgarian men tend to be more brand loyal in the mass segment.
In the forthcoming years, product innovation will bring new men’s grooming tools into the market, such as The Shave Factory’s beard pencil. Brand extensions will proliferate targeting new consumers groups, such as Better Be Bold’s bar shower gel for body and bald heads, or its mattifying cream for bald heads.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Bulgaria 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 Bulgaria, 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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