Male Grooming Grows

The global male grooming products market has rebounded back to its growth path with most significant growth occurring in Asian regions especially in India, according to the recently published Male Grooming Products Global Market Brief by global consulting and research firm, Kline and Company.

A growing consciousness among men concerning their appearance combined with an increasing awareness regarding the benefits of products specific to men are a driving force behind the market's triumph. Old habits of little beyond a curosry cleaning and shaving regime, or using wives' products, are finally giving way, consequently strengthening the growth of men's skin care products.

While Europe is the largest market for male grooming products, Asia—fueled by two distinct paradigms—is posting the highest growth. The advanced markets of Japan and South Korea are benefiting from male grooming, including the use of cosmetics, as an entrenched socially encouraged practice wherein men are seeking to retain a youthful and appealing look. By contrast, within China and India, male grooming as a trend has only recently been developing its significant potential and is being assisted by greater disposable income among consumers.

Although the European male grooming market is growing at a comparatively slower pace, products are generally more sophisticated and leading brands vary from country to country. The leading male grooming industry marketers in Europe's strongest market of Germany are Nivea for Men, L’Oréal Men Expert, and DM's Balea MEN.

“Our extensive research has revealed a myriad of exciting developments. One that strikes most, revealed in the consumer part of the research, concerns the major cultural shift observed across all age groups of men in countries previously reluctant to extend male grooming beyond basic cleaning and shaving. Essentially, this is opening up a largely untapped market that consists of half the population," says Nancy Mills, Kline's Consumer Products Practice Industry Manager.

For more information on Kline & Company's report visit www.KlineGroup.com


 

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