Male consumers' awareness of different personal care products and in particular of skincare products is growing, as is penetration and usage, but this is a slow, gradual process, an evolution rather than a revolution. Bearing this in mind, personal hygiene products remains a key segment within the male personal care sector as it caters for the daily routine and necessity. Over the period to 2008, the US male hygiene segment will grow in value at 3.3% per annum.
Source: Datamonitor, "Changing Personal Care Behaviors and Occasions" (DMCM1020)
