PROSPECTS AND OPPORTUNITIES
An ongoing interest in grooming routines is set to boost growth over the forecast period
Sales of men’s grooming are expected to rise in 2025 and during the forecast period overall, with growth set to accelerate compared to the historical period. This positive outlook is supported by shifting attitudes towards self-care among men, greater product availability, and increased marketing efforts tailored specifically to male consumers.
Multifunctional, sustainable, and wellness-oriented goods are set to drive innovation
Men’s grooming will continue to evolve over the forecast period, driven by increasing attention to appearance and the growing emphasis on overall wellness. Innovation is expected to remain a key driver of growth, as brands focus on developing multifunctional, sustainable, and wellness-oriented products that align with men’s changing needs.
Colour cosmetics targeting male consumers is an opportunity for growth
The expansion of grooming products specifically targeting male consumers will increase over the forecast period, with brands developing products for different skin types and adopting marketing strategies tailored to men. Men aged 18 to 34, in particular, are increasingly becoming more open to incorporating products such as BB/CC creams, mascara, foundation, bronzer, and concealer into their routines.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Portugal 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 Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Portugal report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Portugal - Category analysis
KEY DATA FINDINGS
Growth is driven by expanding grooming routines and wellness-focused items
Procter & Gamble Portugal SA maintains its lead while perfume players improve their share
Affordable prices and a wide range of goods leads beauty specialists to record strong sales
An ongoing interest in grooming routines is set to boost growth over the forecast period
Multifunctional, sustainable, and wellness-oriented goods are set to drive innovation
Colour cosmetics targeting male consumers is an opportunity for growth
Beauty and Personal Care in Portugal - Industry Overview
Beauty and personal care in 2024: The big picture
Key trends in 2024
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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