4. Men's anti-ageing
The final trend expected to influence the market in the coming months is the growth of anti-ageing in men's grooming.
Sales of men's grooming products in Asia have always been ahead of the rest of the world and are now growing faster than the personal care category as a whole,with skin care and cleansing becoming more popular too.
Media coverage, wider adoption of male-specific products, and greater availability has kept the category in the spotlight and in Asia there is potential for a further boost.
As they enter middle and old age, men are paying more attention to anti-ageing care.