Western Europe is the largest male grooming market in the world, but being such a developed market, means that growth is not as dynamic.
Japan and South Korea are the most advanced markets in the Asia region for this category, but it is India and China that the growth potential lies, driving the industry says Kline.
According to recent figures men’s grooming is a $13.4 billion business, posting nearly 4 per cent growth; and is expected to reach $15.5 billion at the manufacturers' level by 2017.
Developing trend
China and India, male grooming is a fairly recent trend, developing its significant potential, bolstered by greater disposable income among a large number of consumers.
“Foreign brands increasing their cachet and expanding their distribution within the Asian markets - especially in the skin care category - are offering compelling images and spokes models to foster male grooming,” explains the analyst.
“Savvy male grooming product marketers, both foreign and domestic, have enlisted film and sports stars as brand ambassadors to attract new consumers to the segment.”
In India, Kline uses the example of the highly influential Indian film industry, "Bollywood,", which has seen L'Oréal recruit actor John Abraham as its brand ambassador, while Emami has similarly appointed actor Sharukh Khan as the face of its brand.
“Foreign brands, possessing technical expertise, facilities, and means to support innovation and marketing activities, are expected to capitalize upon these advantages and grow faster than domestic brands within China and India,” it states.
Advanced
In Japan and South Korea, the use of cosmetics, is socially encouraged wherein men are seeking to retain a youthful appearance is benefitting the market.
There is a similar influential approach adopted here too as local TV stars and the K-Pop music phenomenon has invigorated the South Korean male grooming market, growing at over 10 per cent in 2012.
The localization of imported brands is a significant trend in the South Korea as exemplified by Biotherm Homme signing Daniel Henney, an American actor and model whose mother is a Korean-American, as a brand ambassador.
Research
The consumer component of Kline's male grooming market research, with insights from over 1,500 males between the ages of 15 and 69 and spanning six core countries, reveals a major cultural shift observed across all age groups in countries where previously male grooming consisted of little more beyond basic cleaning and shaving.