Shaving preparations market in Croatia

Earlier Report Observations

The market size for shaving preparations in Croatia fluctuated between 2018 and 2024. After declining from 4.6 million USD in 2018 to 4.1 million USD in 2020, the market recovered to 4.2 million USD in 2021. A further dip to 4.0 million USD in 2022 preceded strong growth, with the market reaching 4.9 million USD in 2024. The expansion in the latter years coincided with broader trends such as increased male grooming awareness and the growing role of e-commerce, which broadened product availability and catered to evolving consumer preferences for natural and innovative formulations.

Domestic production contracted consistently, falling from 571 thousand USD in 2018 to 276 thousand USD in 2024. Meanwhile, imports rose markedly, reaching 5.7 million USD in 2024. This shift toward imported goods reflects the market's increasing integration with international supply chains and the influence of digital sales channels, which made a wider variety of brands accessible to Croatian consumers.

Overall, the market grew by approximately 7.5% from 2018 to 2024. The recovery and growth from 2022 onward were supported by changing consumption patterns and the adoption of online retail, which helped offset earlier periods of contraction.

Production shaving preparations in Croatia

In value, 2017-2020, K $ US

In 2020, Croatia's production of shaving preparations was valued at 552.8 thousand US dollars, marking a 14.6% decline from the previous year. Over the period from 2017 to 2020, production decreased by 14.7%, which translates to an annualized rate of 5.2%. The largest increase occurred in 2019, with a rise of 13.4%.

Annual dynamics of production in Croatia in value, 2017-2020, K $ US

Exports shaving preparations from Croatia

Exports in kind, K unit

Croatia's exports of shaving preparations declined for the second consecutive year. In 2020, the country exported 398 thousand units, showing little to no change compared to 2019. From 2017 to 2020, exports fell by 24.1%, with a compound annual growth rate of -8.8%. The highest export volume was recorded in 2018 at 680 thousand units. The largest decline occurred in 2019, dropping by 41.2%, while the largest increase was in 2018, rising by 29.6%.

Annual dynamics of product's exports from Croatia in kind, 2017-2020, K unit

Between 2017 and 2020, three key markets—Slovenia, Bosnia and Herzegovina, and Italy—collectively accounted for 70.5% of Croatia's total exports of shaving preparations in volume terms.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Croatia in kind, 2017-2020

Exports in value, K $ US

Croatia's exports of shaving preparations in value terms declined for the second year in a row. In 2020, exports totaled 894 thousand US dollars, reflecting a moderate decrease of 5.9% compared to 2019. From 2017 to 2020, exports dropped by 14.7%, equivalent to an annualized rate of 5.2%. The peak value was reached in 2018 at 1 143 thousand US dollars. The largest decline was in 2019, falling by 16.8%, while the largest increase occurred in 2018, rising by 9.0%.

Annual dynamics of product's exports from Croatia in value, 2017-2020, K $ US

From 2017 to 2020, Slovenia, Bosnia and Herzegovina, and Hungary were the main buyers of shaving preparations from Croatia in value terms, accounting for 20.2%, 18.8%, and 17.4% of exports, respectively. Together, these three markets represented 56.4% of total export value.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Croatia in value, 2017-2020

Imports shaving preparations to Croatia

Imports in kind, K unit

Croatia's imports of shaving preparations in volume terms fell for the second consecutive year. In 2020, imports amounted to 3 361 thousand units, a 3.4% decrease from the prior year. Between 2017 and 2020, imports declined by 14.8%, with an annualized rate of 5.2%. The highest import volume was in 2018 at 4 083 thousand units. The largest drop occurred in 2019, decreasing by 14.8%, while the largest increase was in 2018, rising by 3.5%.

Annual dynamics of product's imports to Croatia in kind, 2017-2020, K unit

During 2017–2020, Czechia, Slovakia, and Germany were the leading sources of Croatia's imports of shaving preparations in volume terms, contributing 27.5%, 22.8%, and 14.0%, respectively. Combined, these three countries made up 64.4% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Croatia in kind, 2017-2020

Imports in value, K $ US

Croatia's imports of shaving preparations in value terms declined for the third year in a row. In 2020, imports reached 4 411 thousand US dollars, down 2.1% year-over-year. From 2017 to 2020, imports decreased by 14.9%, corresponding to an annualized rate of 5.2%.

Annual dynamics of product's imports to Croatia in value, 2017-2020, K $ US

Over the 2017–2020 period, Czechia, Germany, and Slovakia were the top contributors to Croatia's imports of shaving preparations in value terms, accounting for 23.7%, 18.1%, and 13.9%, respectively. Together, these three countries represented 55.6% of total import value.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Croatia in value, 2017-2020