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Virile Numbers Showing up in the Global Male Grooming Products Market, sees Kline
Date:1/30/2013

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"Our extensive research has revealed a myriad of exciting developments," notes Nancy Mills , Kline's Consumer Products Practice Industry Manager.  "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."

The consumer research comprising of responses on the topic of grooming from over 1,500 males between the ages of 15 and 69 spanning six core countries also reveals actionable granularity, such as the least popular market for conditioners is Germany, while demand for hair styling mousse is highest in China.

Category strength continues to vary between regions. Deodorants and antiperspirants is the largest and most fragmented category across the globe. Partly due to a tendency to utilize deodorant sheets instead of a Western style spray/solid/gel/roll-on formats, the category is weakest in some Asian countries.  However, the category's growth numbers in these countries also reveals a move towards Western-preferred formats.

Regarding male grooming products distribution channels, the dominating popularity of mass merchandisers can be seen across all categories and countries. Alternate channels are also changing the male grooming products retail landscape, with Internet shopping making great gains. In China, men are also the highest frequenters of upscale department stores, with 29% of Chinese respondents saying that's where they shop for skin care products.

To learn more about the fast growing and mostly untapped male grooming market, REGISTER for an exclusive and insightful webinar on Wednesday,
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SOURCE Kline
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