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Men's Grooming Products Account For Bigger Share of Total Personal Care Sales In 2012

November 17, 2013: 12:00 AM EST
Men’s grooming accounted for 8 percent, or $34 billion, of sales of the overall beauty and personal care market in 2012, according to market research firm Euromonitor. Growth in sales was driven mainly by good media coverage of the segment, increased adoption of designed-for-men products, and wider availability of men’s grooming products. Sales of men’s toiletries caught up with men’s shaving products, and are forecast to overtake the latter in 2013. Men’s skincare is the fastest growing category; however, it remains too small to be significant, with sales concentrated mainly in Asia-Pacific. Posting an 8 percent growth in 2012, shaving products accounted for almost 40 percent of total men’s grooming sales during the year. Unilever’s Axe and Dove deodorant brands have expanded to increase men’s shaving products.
Nicole Tyrimou, "Market Leaders and Innovators in Men's Grooming", Euromonitor International, November 17, 2013, © Euromonitor International
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