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Germany men's grooming market: EUR 1.7 billion industry forecast by 2017
Men's Grooming in Germany - a new market research report on 2014-04-01 04:29:01
Procter & Gamble clearly led the Germany men´s grooming market in 2012 with a 21% value share. The company´s leading position can be attributed to Procter & Gamble´s leading position in men´s shaving, in which it accounted for a 48% value share thanks to its highly successful and popular brand Gillette. Procter & Gamble lost marginal share in men´s shaving over the review period, due to stronger demand for private label products.

During the review period appearance became increasingly important for men. Thus, the proportion of men opting for men´s grooming products strongly increased. Again in 2012, the increased importance of men´s grooming products was clearly visible. A cultivated, healthy and styled appearance strongly gained importance, connected with success and attractiveness.

During the forecast period men´s grooming is predicted to increase by a CAGR of 1% in constant value terms, reaching €1.7 billion in 2017. Compared with the review period CAGR of 4%, the forecast CAGR is three percentage points slower. The overall value slowdown in men´s grooming can be ascribed to the trend towards private label, the strong competition, and a decline in average unit prices. The slower growth rate is also an indication of saturation in men´s grooming.

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