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Men's Vanity On The Rise? Euromonitor Study Highlights Consumer-Driven Growth In Men's Grooming Market Worldwide

July 22, 2014: 12:00 AM EST
Men worldwide are increasingly using beauty and personal care products, with men in emerging markets more likely to adopt “modern, sporty, and trendy styles”, compared with their counterparts in developed markets, according to Euromonitor International. While men in developed markets tend to focus on “basic, simple, and low maintenance routines”, male consumers in both developed and emerging markets are spending more money and time on improving their physical appearances. Data revealed one-third of men spend more than 30 minutes daily grooming, with 85 percent of men who use deodorant in the past three months using it daily to maintain their fresh smell, according to the results of Euromonitor’s survey of 6,600 online consumers in 16 markets worldwide in 2014. While majority of men prefer to keep their haircare routine simple, with shampoo their only daily-routine product, about 40 percent also use hair conditioners, a trend that is more pronounced among men in India and Latin America.
Lisa Holmes and Jocelyn Dautel , "Men's Grooming Habits in Emerging and Developed Markets", Euromonitor International, July 22, 2014, © Euromonitor International
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