The sector in Ireland is still developing, and—as the stigma associated with male grooming is steadily eroded by celebrities, sports personalities and the media—growth rates will continue to outpace the rest of cosmetics and toiletries. In spite of the strong growth that most areas of men’s grooming products have experienced, there is still room in the Irish market for improvement and further growth.
The other trend that will shape the sector is the shift toward more “cutting edge” products versus “back to basics” products for the no-nonsense male consumer. This polarization of the sector could grow the market, as back to basics products might attract men who currently do not use grooming products, while existing consumers are more likely to trade up to cutting-products.
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