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226% increase in beard products sees it bucking trend in male grooming

Sales of beard care products, such as beard oils, have risen by 226% in the last three years and are now worth almost £5 million (52w/e 19 May 2018) to UK stores, according to analysis from IRI, a leading provider of big data and predictive analytics for FMCG manufacturers and retailers. The rise in sales has seen over a million pounds per year added to the bottom line over the three years.

IRI’s analysis is part of a review of the men’s grooming market and how trends are changing year on year. While beard care is up both in value and volume, sales of disposable razors are down. Although 50% of sales in the category are from the trusty disposable razor, the segment is in decline, down 9% in value sales, losing over £5 million in recent years.

Some of the decline is down to men...

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