Older men the driving force in the Russian toiletries market


Older Russian men want to continue to look stylish in later life

Older men are driving the growth in the male toiletries market in Russia, according to a report from market analyst Canadean. The value of the market is set to rise from US$892.6m in 2013 to $982m in 2017, an increase of just over 10%, with older men looking for convenient products that fit with their increasingly busy lifestyles.

The desire to look healthy and stylish into later life is driving sales in multifunctional products such as post-shave cosmetics that offer SPF protection and moisturising properties to refresh ageing skin. Targeting the ‘time factor’ is a major key to success for marketers, with products meeting this need accounting for $211m in sales in 2013, the analyst said.

“The increased availability of specialised, personal and innovative products, coupled with the busy lifestyle of the modern man, means that marketers should position products aimed towards older consumers as quick and easy to use,” advised Canadean Analyst Sam Allen.

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In terms of market by value share, disposable razors and blades are the largest category in the overall male Russian toiletries market at 63%, while aftershaves and colognes and post-shave cosmetics are predicted to see the largest growth between 2013 and 2017.