Estimated to be worth US$37.6bn, the male grooming market remains the major untapped opportunity in beauty and personal care. Market research company Euromonitor International anticipates overall sector growth at 6.2% for the past 12 months, with sales of men’s grooming products increasing at the greatest rate in Latin America and the Middle East & Africa. Indeed, the Latin American market at $9bn is now the second largest by geography, not far behind the more mature Western European one.
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