The shaving market: time to look through a different lens

The men's shaving market has dropped €90m, but opportunities lie elsewhere

The men’s shaving and hair removal products category showed major declines in sales recently, down €90m in the year to March 2014, according to an IRI report. However, Bridgethorne, a customer, category and shopper management specialist, states that the poor performance could reveal opportunities for businesses – and other sub-categories within male grooming – to thrive.

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