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Ireland men's grooming market: 4% CAGR growth forecast between 2012-17
Men's Grooming in Ireland - a new market research report on 2014-04-18 03:47:01
Procter & Gamble continued to lead the Ireland men´s grooming market, with a 45% value share in 2012. The Gillette brand held top position with a 43% value share. The company continues to innovate with the Gillette Fusion ProGlide Shaver and Styler being the most notable products for 2012. The company´s extensive advertising prior to, during, and after the London 2012 Olympic Games further raised the profiles of these already easily identifiable brands.

The Olympic Games held in London during the summer of 2012 provided a boon to men´s grooming products as leading player Procter & Gamble engaged in extensive and widespread promotional activity across all media formats in a multi-million advertising blitz. Accompanying this, the company also launched limited edition products, such as Gillette Fusion ProGlide Power Razor Olympic Gold Edition.

Men´s grooming is expected to achieve a CAGR of 4% in constant value terms over the forecast period. Continued and innovative new product development will remain the key driver to future growth. Furthermore, as Ireland´s economic situation begins to improve, employment rates are expected to improve. Employment losses during Ireland´s recession affected the male workforce disproportionately to women as key industries, such as construction, collapsed. An improvement in employment conditions for men should positively affect growth rates during the forecast period.

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