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Men's Grooming Market Posts Stronger Growth, Analysts Say

September 25, 2013: 12:00 AM EST
Sales worldwide of men’s toiletries other than shaving products are forecast to grow 5 percent to $17.5 billion in 2013, according to market research firm Euromonitor. Unilever and its axe and Dove brands rule this market segment with 26 percent share, more than rivals Procter & Gamble, Beiersdorf AG, and L’Oréal combined. Factors that have helped grow the market include manufacturers’ ability to convince men to include their products into their daily morning routine. For example, marketers spend huge marketing money to push their men’s grooming products, which helped the market expand faster at 5.6 percent from 4.5 percent, Mintel said.
Matthew Boyle , "Real Men Use Mud Masks as Toiletries Win in Guy Grooming", Bloomberg, September 25, 2013, © Bloomberg L.P.
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