Men’s grooming is set to see slow and stable retail volume growth rates in Poland in the forecast period, along with stronger current value increases, with growth expected across most categories. Despite a strong masculine stereotype amongst the male population in Poland, there is a clear trend towards higher acceptance of men’s grooming routines, and although men’s grooming remains a relatively small category, it has considerable growth potential.
The value share of retail e-commerce in the distribution of men’s grooming products increased significantly in 2023, and its share is anticipated to continue to rise in the forecast period. The growth in online penetration can be attributed mainly to major players such as Notino.
In 2023, trends in men’s grooming revealed a significant surge in interest in the spa and wellness segments, including both short treatments which enhance the barbershop experience, and professional cosmetology services. Men are also paying more attention to hand care, with services such as male manicures and pedicures gaining popularity in professional salons and at home.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Poland 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.
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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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