After years of being sidelined, men in Singapore now have it good when it comes to their shopping and grooming needs. More grooming services and shops for men are popping up, feeding growing demand. SMU Associate Professor of Marketing (Education) Seshan Ramaswami said the trend is a "natural consequence" as the women's market is near saturation because of fierce competition. Marketers are always looking for newer, emerging markets where there is potential for growth," he said. The men's market is fairly underdeveloped, he noted, with the beauty and grooming sector "not much developed beyond just shaving creams and hair gel". "This is a segment with much potential across the globe," he added.