Men's personal care grew 15% in the last five years, according to Mintel, with antiperspirants, deodorants, shower gel and haircare showing the highest market penetration. Antiperspirants/deodorants claim 32% of the market, and shaving and body care coming in at 13%; these two segments will continue to drive sector growth in the next five years. Shaving, which garners 31% of the market, is one of the weaker categories as attitudes change regarding facial hair.

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