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Exclusive: Men’s Grooming Products in Russia

Posted: January 12, 2009

According to the latest research from Euromonitor International, men’s grooming products in Russia saw 17% sales growth, in current value terms, to reach Rb27.1 billion in 2007. Russian men are becoming more concerned about how they look. With improving job outlooks and higher incomes, men in urban areas are particularly driving this trend. Russian men are beginning to use products other than just razors and blades, such as men’s bath and shower and skin care products.

The Gillette Group led with a 49% share—followed by Beiersdorf with 6%, Evyap Sabun Yag Gliserin Sanayii ve Ticaret with 4% and Unilever with 3% in 2007.

Men’s grooming products in Russia will see sales growth of 42% in constant value terms to 2012. Such growth will be stimulated by growing consumer incomes as well as men’s desire to look their best. Men’s skin care is expected to see growth of 76% in constant value terms to 2012, with sales greatly limited to large cities such as Moscow and St. Petersburg.

Additional information about Euromonitor International’s cosmetics and toiletries reports are available here.