Market Overview
Over the five-year horizon to 2031, the Sweden men’s grooming products market is set to expand by USD 74.4 million in value, reflecting a CAGR of 5.5%. Growth will be steady rather than dramatic, as the category remains underdeveloped outside shaving and fragrances. Many Swedish men still prefer unisex or general-purpose products for everyday routines, particularly in bath and shower, hair care and skin care. This makes male-specific grooming harder to scale, even as broader self-care awareness and premiumisation support value growth.
The market’s next phase will depend on whether brands can make segmentation feel useful rather than artificial. Swedish consumers tend to favour simplicity, minimalism and practicality, so products explicitly targeted at men need to offer clear functional benefits, such as sensitive-skin care, dermatologist-backed positioning, SPF, hydration or irritation reduction. Premiumisation is likely to be most effective in skin care, where some men are gradually moving beyond basic cleansers and moisturisers, but success will depend on low-effort routines and communication that avoids outdated masculine stereotypes.
Fragrance will remain an important value driver, although its growth also shows the limits of conventional men-specific positioning. Interest in premium and niche scents is rising, but much of this demand is shifting toward unisex fragrances, reflecting a broader preference for individuality over gendered marketing. This creates an opportunity for brands that combine accessible luxury, clean design and giftability, while also reinforcing the need for men’s grooming players to compete on product experience and identity rather than simply labelling products as male.
Shaving will continue to face structural pressure from facial-hair trends, as many Swedish men maintain stubble or light beards and replace razors less frequently. That makes routine-building more important than newness alone. Multifunctional formats, starter sets, travel-friendly products and simple grooming systems can help men expand their routines in a low-risk way. Retail growth will likely come through health and beauty specialists, pharmacies and e-commerce, where consumers can access premium skin care, specialist shaving and wider fragrance assortments, while low-cost stores will keep value pressure high in everyday grooming.
The report provides a comprehensive analysis of the Sweden men’s grooming products market, offering detailed data on historical market size and growth rates over the past six years, alongside forecasts extending to 2031. It presents an in-depth examination of market categories and subcategories, with a particular focus on key trends shaping the industry across product type, price range, packaging type and distribution channel.
What’s Inside the Report
This report presents a comprehensive analysis of the Sweden men’s grooming products market size (in Units/SEK/USD) from 2021 to 2031. The core dataset includes historical figures and forward-looking projections for both the overall market and its key segments, supplemented by compound annual growth rates (CAGRs) for historical and forecast periods. Segmentation covers product type, price range, packaging type and distribution channel. By comparing historical and projected growth rates, the analysis identifies high-potential segments, enabling data-driven strategic decision-making.
In addition to market size data, the report also delves into the key factors driving market evolution. Based on industry interviews and authoritative macroeconomic data, the report analyzes the key drivers behind market size fluctuations and outlines future development trends. It integrates insights on innovation, shifts in consumer behavior, and environmental changes to dissect market growth drivers and potential risks. Special focus is placed on high-performing growth areas within sub-markets, as well as opportunities arising from product innovations.
The report also delivers a comprehensive evaluation of market share changes and core brand performance among leading players from 2021 to the most recent period. It reveals competitive dynamics and trends in market concentration, providing granular market share comparisons and trend analyses. This equips users to better understand competitive advantages and challenges, thereby informing differentiated market strategies and investment decisions with robust empirical evidence.
Market Segmentation
The Sweden men’s grooming products market is classified into the following segments:
Product type – e.g., men’s bath and shower products, men’s deodorants, men’s fragrances and perfumes, men’s hair care products, men’s shaving products (post-shave products, pre-shave products, razors and blades), men’s skin care products
Price range – e.g., mass men’s grooming, premium men’s grooming
Packaging type – e.g., flexible packaging, glass jars and bottles, metal cans and tubes, paper containers, rigid plastic containers
Distribution channel – e.g., beauty stores, convenience stores, department stores, discounters, e-commerce, hypermarkets, pharmacies, supermarkets, others
Macroeconomic & Demographic Indicators
Supporting context includes:
Total population
Consumer Price Index (CPI)
Gross Domestic Product (GDP)
Per capita consumption
Consumer spending as a percentage of GDP
These variables enhance understanding of consumption potential and macroeconomic trends affecting the market.
Competitive Landscape: Market Share Analysis
Alongside sizing and segmentation data, the report includes market share breakdowns for primary players in the men’s grooming products market in Sweden, highlighting dominant firms and brand-level movements. Companies profiled include: Amazing Brands Stockholm AB, Beard Monkey, Beiersdorf AG, Chanel S.A., Clarins SA, Clean Beauty Collective Inc., Colgate-Palmolive Company, Coty Inc., Dolce & Gabbana S.R.L., Edgewell Personal Care Brands LLC, Estrid Studios AB, Euroitalia S.R.L., Henkel AG & Co. KGaA, Hermes International SCA, Inter Parfums, Inc., L’Oreal S.A., Lumene Oy, LVMH Moet Hennessy Louis Vuitton SA (LVMH), Maurer & Wirtz GmbH & Co. KG, MF Brands Group, Mr Bear Co. AB, Oriflame Cosmetics S.A., Orkla ASA, Perrigo Company PLC, PUIG SL, Recipe for Men AB, Revlon, Inc., Rituals Cosmetics Enterprise B.V., Shiseido Company, Limited, Societe BIC S.A., The Procter & Gamble Company (P&G), Unilever PLC, Van Gils Perfumes, Weleda AG, etc.
Market share data is presented for top-performing companies in the overall men’s grooming products sector, as well as for individual segments such as men’s grooming products, men’s fragrances and perfumes, men’s toiletries, men’s bath and shower products, men’s deodorants, men’s hair care products, men’s skin care products, men’s shaving products, men’s post-shave, men’s pre-shave and men’s razors and blades, enabling a granular view of competitive dynamics.
Market share analysis covered in the report:
Sweden men’s grooming products market share
Sweden men’s fragrances and perfumes market share
Sweden men’s toiletries market share
Sweden men’s bath and shower products market share
Sweden men’s deodorants market share
Sweden men’s hair care products market share
Sweden men’s skin care products market share
Sweden men’s shaving products market share
Sweden men’s post-shave market share
Sweden men’s pre-shave market share
Sweden men’s razors and blades market share
Why Choose This Report?
Designed as a concise yet in-depth data snapshot, this publication is tailored for professionals seeking accurate, timely, and actionable quantitative insights. Whether you’re a market entrant, investor, or established player, the report is built to support robust business decisions with confidence.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2021 to 2031
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Sweden Men’s Grooming Products Market – Product Type Analysis
Sweden Men’s Grooming Products Market – Price Range Analysis
Sweden Men’s Grooming Products Market – Packaging Type Analysis
Sweden Men’s Grooming Products Market – Distribution Channel Analysis
Company/Brand Shares Analysis
Amazing Brands Stockholm AB
Beard Monkey
Beiersdorf AG
Chanel S.A.
Clarins SA
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Sweden Men’s Grooming Products Market 2021-2031
Chart Sweden Men’s Grooming Products Market, Net Growth, 2021-2031
Chart Sweden Men’s Grooming Products Market, Growth Rates, 2021-2031
Table Sweden Men’s Grooming Products Market by Product Type, 2021-2031
Chart Sweden Men’s Grooming Products Market by Product Type, CAGR Historic and Forecast, 2021-2031
Chart Sweden Men’s Grooming Products Market by Product Type, 2021-2031
Table Sweden Men’s Grooming Products Market by Price Range, 2021-2031
Chart Sweden Men’s Grooming Products Market by Price Range, CAGR Historic and Forecast, 2021-2031
Chart Sweden Men’s Grooming Products Market by Price Range, 2021-2031
Table Sweden Men’s Grooming Products Market by Packaging Type, 2021-2031
Chart Sweden Men’s Grooming Products Market by Packaging Type, CAGR Historic and Forecast, 2021-2031
Chart Sweden Men’s Grooming Products Market by Packaging Type, 2021-2031
Table Sweden Men’s Grooming Products Market by Distribution Channel, 2021-2031
Chart Sweden Men’s Grooming Products Market by Distribution Channel, CAGR Historic and Forecast, 2021-2031
Chart Sweden Men’s Grooming Products Market by Distribution Channel, 2021-2031
Table Sweden Men’s Grooming Products Market Share (%), by Companies, 2021-2025
Chart Sweden Men’s Grooming Products Market, by Companies, 2025
Table Sweden Men’s Grooming Products Market Share (%), by Brands, 2021-2025
Chart Sweden Men’s Grooming Products Market, by Brands, 2025
Table Sweden – Population (Millions) and Forecast
Table Sweden – Consumer Price Index (CPI) and Forecast
Table Sweden – Gross Domestic Product and Forecast
Table Sweden Men’s Grooming Products Market: Spend as a Proportion of GDP (%)
Table Sweden Men’s Grooming Products Market: Consumption per Capita (Population)
Companies Mentioned
This report profiles the following Sweden Men’s Grooming Products companies:
Amazing Brands Stockholm AB
Beard Monkey
Beiersdorf AG
Chanel S.A.
Clarins SA
Clean Beauty Collective Inc.
Colgate-Palmolive Company
Coty Inc.
Dolce & Gabbana S.R.L.
Edgewell Personal Care Brands LLC
Estrid Studios AB
Euroitalia S.R.L.
Henkel AG & Co. KGaA
Hermes International SCA
Inter Parfums, Inc.
L’Oreal S.A.
Lumene Oy
LVMH Moet Hennessy Louis Vuitton SA (LVMH)
Maurer & Wirtz GmbH & Co. KG
MF Brands Group
Mr Bear Co. AB
Oriflame Cosmetics S.A.
Orkla ASA
Perrigo Company PLC
PUIG SL
Recipe for Men AB
Revlon, Inc.
Rituals Cosmetics Enterprise B.V.
Shiseido Company, Limited
Societe BIC S.A.
The Procter & Gamble Company (P&G)
Unilever PLC
Van Gils Perfumes
Weleda AG
