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Men's Grooming in Russia

Russia men's grooming market: Gillette Group the clear leader with 43% value share in 2012

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2014-01-29 02:07:01 - Men's Grooming in Russia - a new market research report on

Gillette Group OOO was the clear leader of men´s grooming with a 43% value share in 2012. The company held an even stronger position in men´s shaving, the largest men´s grooming subcategory, where it took a 57% value share in 2012. Gillette Group is the company that is considered to have created the standards of modern shaving for men. It has invested heavily in the creation of innovative, more efficient products and large-scale promotional campaigns. The second largest player in men´s grooming was Beiersdorf OOO with a 9% value share in 2012, while all other companies did not manage to exceed 6% value share.

The penetration rate for men´s toiletries in small towns and villages is still low compared to Russia´s



large cities and especially to the European average. However, for more men it has become the norm to use such things as deodorants, shampoos and shower gels specifically for men, and other toiletries. Companies actively started to develop special series for men trying to boost the popularity of such products even further.

The target audience for men´s grooming is expected to continue to grow during the forecast period, with more Russian men widening the number of beauty and personal care products they use on a regular basis. The category is expected to see a constant value CAGR of 1% over the forecast period.

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