The sharp rise in growth witnessed in 2023 is expected to gradually taper off over the forecast period. Mass men’s deodorants and mass men’s bath and shower will continue to witness a robust performance in 2024 fuelled by the positive effect of Old Spice and the renewed focus on using men’s grooming products on a regular basis.
Despite the consumer base mainly demanding basic, generic and affordable products often associated with shaving and deodorants, men’s grooming is expected to continue to become more segmented and specialised over the forecast period. Specialised men’s grooming products are expected to consolidate, with global personal self-care and wellbeing trends predicted to have a positive impact on demand for these products.
Following the recent strong performance of Old Spice, other mass market players, such as Nivea or L'Oréal may refocus their product strategy towards men’s product lines, with a focus on male-oriented packaging, stronger scents, and clearer messaging. The Latvian male consumer base remains fairly conservative so there is unlikely to be a significant change in daily routines, with core products remaining shaving products, deodorants and fragrances.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Latvia 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 Latvia, 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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