Male Grooming Products Market - Global Industry Research Analysis

Male Grooming Products Market Insights

According to Market Research Store, the global male grooming products market size was valued at around USD 53.60 billion in 2023 and is estimated to reach USD 97.72 billion by 2032, to register a CAGR of approximately 6.9% in terms of revenue during the forecast period 2024-2032.

The male grooming products report provides a comprehensive analysis of the market, including its size, share, growth trends, revenue details, and other crucial information regarding the target market. It also covers the drivers, restraints, opportunities, and challenges till 2032.

Global Male Grooming Products Market: Overview

The Male Grooming Products Market includes a wide range of products designed for personal care and aesthetic enhancement in men. This market encompasses skincare products such as cleansers, moisturizers, anti-aging creams, and facial serums, as well as haircare products like shampoos, conditioners, and styling gels. Additionally, it includes shaving products such as razors, aftershaves, and beard care items like oils and balms. The growing interest in grooming routines, including body grooming, nail care, and fragrances, further fuels the market.

The market is driven by increasing consumer awareness of personal care, changing societal norms around masculinity, and the growing influence of social media and celebrity culture. As more men embrace grooming practices, the demand for specialized products that cater to their unique skin and hair needs has surged. The rise in disposable income, particularly in emerging markets, and the expansion of e-commerce platforms offering convenience and access to a wide variety of grooming products have also boosted the market.

Key Highlights

• The male grooming products market is anticipated to grow at a CAGR of 6.9% during the forecast period.
• The global male grooming products market was estimated to be worth approximately USD 53.60 billion in 2023 and is projected to reach a value of USD 97.72 billion by 2032.
• The growth of the male grooming products market is being driven by a confluence of factors, including evolving societal norms, increasing awareness of personal hygiene, and a shift in attitudes towards masculinity.
• Based on the product, the shaving products segment is growing at a high rate and is projected to dominate the market.
• On the basis of application, the supermarkets segment is projected to swipe the largest market share.
• By region, North America is expected to dominate the global market during the forecast period.

Male Grooming Products Market: Dynamics

Key Drivers

• Shifting Social Norms: Evolving social norms and increased acceptance of men engaging in self-care and appearance enhancement are major drivers.
• Rising Disposable Incomes: Growing disposable incomes, particularly among men, enable them to invest in aesthetic treatments and grooming products.
• Focus on Self-Improvement: Increased emphasis on self-improvement and personal well-being is driving men to seek ways to enhance their appearance and boost confidence.
• Technological Advancements: Advancements in grooming technology, such as electric razors, beard trimmers, and hair styling tools, are making grooming routines more convenient and effective.

Restraints

• Price Sensitivity: Price sensitivity among consumers can limit the market for premium and high-end grooming products.
• Competition: Intense competition from a wide range of brands, from established players to emerging niche brands, can make it challenging to gain market share.
• Economic Downturns: Economic downturns can impact consumer spending on discretionary items like grooming products.
• Environmental Concerns: Growing consumer awareness of environmental and social issues is driving demand for sustainable and ethically sourced products.

Opportunities

• Innovation and Product Development: Developing innovative grooming products with advanced formulations, such as those incorporating natural ingredients, advanced skincare technologies, and targeted solutions for specific skin types.
• Focus on Natural and Organic Products: Emphasizing sustainability and natural ingredients, such as organic extracts, essential oils, and plant-based ingredients.
• Personalization and Customization: Offering personalized grooming solutions based on individual needs and preferences.
• Expanding into New Markets: Exploring new markets, such as men's skincare, hair care, and body care, beyond traditional shaving products.

Challenges

• Maintaining Product Quality and Consistency: Ensuring consistent quality and performance across different product batches and maintaining high manufacturing standards.
• Addressing Consumer Concerns: Addressing consumer concerns about product safety, ingredient transparency, and environmental impact.
• Staying Ahead of Trends: Continuously adapting to evolving consumer preferences, market trends, and technological advancements.
• Building Brand Loyalty: Building strong brand loyalty in a competitive market with numerous options available to consumers.

Male Grooming Products Market: Report Scope

Male Grooming Products Market: Segmentation Insights

The global male grooming products market is divided by product, application, and region.

Segmentation Insights by Product

Based on Product, the global male grooming products market is divided into shaving products, toiletries, and others.

Shaving Products segment tends to dominate the male grooming products market, given the long-standing and essential nature of shaving in male grooming routines. This segment includes razors, shaving creams, gels, aftershaves, and electric shavers. Shaving products are integral to male grooming routines and are often chosen based on preferences for comfort, skin sensitivity, and the closeness of the shave. With the rising trend of facial hair grooming and the growing interest in products that reduce irritation and enhance shaving efficiency, the shaving products market continues to see innovations, such as multi-blade razors, lubricating strips, and electric razors with advanced technology. The demand for premium, skin-friendly, and convenient shaving solutions is boosting this segment’s growth.

Toiletries include a wide range of male grooming products used for daily hygiene and personal care. This segment encompasses products such as deodorants, body wash, shampoos, facial cleansers, and moisturizers. Toiletries are essential in a man's grooming routine, often chosen based on skin type, fragrance preference, and specific needs such as anti-aging or sensitive skin formulations. The toiletries segment is characterized by a variety of options, catering to a broad consumer base and offering products for general grooming, cleansing, and maintenance. The segment has been experiencing steady growth, driven by increasing awareness about personal hygiene and growing demand for premium, natural, and organic products. Additionally, product innovations and expanding retail channels, both online and offline, are supporting market expansion.

Segmentation Insights by Application

On the basis of Application, the global male grooming products market is bifurcated into supermarkets, hypermarkets, salon/grooming clubs, online, and others.

Supermarkets dominate the male grooming products market, driven by their widespread availability and convenience. Similar to hypermarkets, supermarkets offer a wide range of grooming products but generally on a smaller scale. They cater to customers seeking quick and convenient shopping for personal care products alongside their groceries. The focus in supermarkets is typically on mainstream grooming brands, and they are often frequented by consumers who prioritize value and ease of access. Supermarkets are a significant channel for toiletries and shaving products, with frequent promotions driving consumer purchases.

Hypermarkets are large retail stores that offer a wide variety of products, including male grooming items. These stores attract a diverse customer base by providing a one-stop shopping experience for all types of products, from groceries to personal care. Hypermarkets typically feature a dedicated aisle for personal care, where grooming products like toiletries, shaving products, and grooming accessories are displayed. They appeal to consumers looking for convenience and bulk buying, often offering discounted prices or promotions on grooming products. The large volume of foot traffic in hypermarkets contributes to their significant share in the market, especially for everyday products and mass-market brands.

Salon/Grooming Clubs offer specialized services and products tailored to men’s grooming needs, often catering to higher-end customers. In these environments, men not only access professional grooming services, such as haircuts, shaves, and facials, but they also purchase premium grooming products used during these treatments. These establishments focus on offering luxury grooming products and experiences, such as high-end razors, moisturizers, and specialized shaving kits. The segment is popular among male consumers who seek personalized grooming services and premium-quality products, contributing to its steady growth in the market.

Male Grooming Products Market: Regional Insights

• North America currently dominate the global male grooming products market

North America is one of the leading regions in the male grooming products market, with the United States being the primary contributor. The market is driven by a growing male consumer base that is increasingly aware of the importance of personal care and grooming. The U.S. has witnessed a surge in demand for grooming products, ranging from skincare and beard care to shaving and hair styling products. Social media, influencer marketing, and the expansion of male grooming brands have all fueled the market’s growth. The region also benefits from strong retail networks, e-commerce platforms, and an affluent consumer base willing to spend on premium grooming products. Additionally, men's grooming routines have become more sophisticated, incorporating multi-step skincare and haircare products, further expanding the market.

Europe holds a significant share of the male grooming products market, with countries such as the UK, Germany, France, and Italy at the forefront. European men are becoming increasingly invested in grooming and self-care, influenced by both fashion and wellness trends. The growing popularity of niche, luxury, and organic male grooming brands is also contributing to market growth. The UK is a key market for men’s grooming products, where beards and skincare routines have gained popularity. Meanwhile, Germany and France are witnessing an uptick in the demand for high-quality, eco-friendly grooming products as sustainability becomes a major trend in Europe. The adoption of grooming products is further accelerated by rising disposable incomes and changing cultural norms surrounding masculinity and personal care.

The Asia-Pacific (APAC) region is seeing rapid growth in the male grooming products market, with countries like China, Japan, South Korea, and India driving the demand. Grooming has long been a part of male culture in countries like Japan and South Korea, where there is a strong emphasis on skincare, haircare, and facial hair grooming. In China and India, the market is expanding due to the increasing middle-class population, growing awareness of grooming and beauty standards, and the influence of global trends. The rise of e-commerce and an expanding retail network are helping to make grooming products more accessible in both urban and rural areas. Additionally, the increasing popularity of male grooming salons, particularly in countries like South Korea, is also fueling the demand for grooming products.

Latin America’s male grooming products market is growing steadily, with Brazil and Mexico being the largest markets. Brazilian men have historically been very particular about their grooming, particularly in haircare and skincare. The popularity of body hair removal and beard care products is also growing in this region. Mexican men are adopting more grooming products, and the expanding retail and e-commerce sectors are facilitating access to a broader range of products. The demand for premium grooming products is increasing, especially among younger, urban consumers. However, affordability remains a key consideration for many consumers in Latin America, which drives demand for budget-friendly product options.

The Middle East and Africa (MEA) region is experiencing growth in the male grooming products market, particularly in countries like the UAE, Saudi Arabia, and South Africa. In the Middle East, grooming has long been an important cultural practice, with many men regularly using skincare, fragrance, and shaving products. The demand for high-end grooming products, particularly fragrances and skincare, is rising, driven by increasing disposable income and a growing desire for luxury and high-quality products. In South Africa, a growing middle class is contributing to the market's expansion, particularly in urban areas. However, awareness and access to male grooming products remain limited in some parts of Africa, especially in rural regions.

Male Grooming Products Market: Competitive Landscape

The report provides an in-depth analysis of companies operating in the male grooming products market, including their geographic presence, business strategies, product offerings, market share, and recent developments. This analysis helps to understand market competition.

Some of the major players in the global male grooming products market include:

• Avon Products
• Beiersdorf
• Colgate-Palmolive
• Coty
• Energizer Holdings
• Estee Lauder
• Johnson & Johnson
• Koninklijke Philips
• L'Oreal

The global male grooming products market is segmented as follows:

By Product

• Shaving Products
• Toiletries
• Others

By Application

• Supermarkets
• Hypermarkets
• Salon/Grooming Clubs
• Online
• Others

By Region

• North America
  • U.S.
  • Canada
• Europe
  • U.K.
  • France
  • Germany
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Rest of Latin America
• The Middle East and Africa
  • GCC Countries
  • South Africa
  • Rest of Middle East Africa

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