Following the lead of the consumer market, new product innovations and expanding applications
will drive demand for wipes in the industrial market. Manufacturing and health care will remain
the largest segment, with special purpose products such as clean room and surface preparation
wipes and personal bathing wipes projected to see the fastest growth.
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When it comes to the men’s grooming market, it’s growing, but maybe not as fast it could be.
According to a new report from Datamonitor, the male grooming market is continuing to expand,
although at a slower rate than often expected. Datamonitor reports that much of the market continues to rely on products that are viewed as essential, while the indulgent and emotional nature often
seen in the women’s personal care industry is rare among men.
“While the more lucrative women’s market is also continuing to grow, the potential of the male
market remains enormous and will be important to manufacturers of consumer packaged goods
(CPGs). The male grooming market needs a markedly different approach in order to succeed than
the female market, however, due to some substantial differences in attitudes and behaviors that
exist across genders,” noted Matthew Taylor, the consumer analyst at Datamonitor who authored
Across most countries featured in the report, the split of populations is roughly equal by gender,
but women continue to dominate spending in the personal care industry.
The survey revealed that price was the biggest influence on men when choosing personal care
products. More than half of all male respondents felt that price had either a “high” or “very high”
influence on their choice of products. This was a substantially higher response rate than for any
other factor, although “habit/preferred brand” and “ease of use” also ranked as fairly important influencing factors among men, according to the consultancy.
Findings also showed that most men did not pay much attention to new products in the field of
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