Market Analysis and Insights:
In 2023, the total market value of male grooming goods was around USD 75.75 billion. Market growth is anticipated to reach a worth of USD 116.52 billion by 2032, with a compound annual growth rate (CAGR) of around 5.6% during 2024 and 2032.
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Due to a number of important causes, the market for men's grooming products has grown significantly in recent years. Firstly, there has been a cultural shift in perceptions towards male grooming, with more men becoming conscious of their appearance and investing in products that enhance their grooming routine. In addition, the emergence of social media and the impact of male influencers and celebrities have been crucial in influencing men's need for grooming goods. The increasing disposable income and changing lifestyles have also contributed to the growth of this market, as men are willing to spend more on personal care products. Furthermore, the availability of a wide range of grooming products specifically tailored for men, including skincare, haircare, and beard care, has expanded the market opportunities. Finally, the growing awareness of the importance of self-care and the desire to maintain a youthful appearance has further fueled the demand for men's grooming products. Overall, these driving factors are expected to continue shaping the men's grooming products market in the foreseeable future.
Mens Grooming Products Market Scope :
| Metrics | Details |
| Base Year | 2023 |
| Historic Data | 2018-2022 |
| Forecast Period | 2024-2032 |
| Study Period | 2018-2032 |
| Forecast Unit | Value (USD) |
| Revenue forecast in 2032 | USD 116.52 billion |
| Growth Rate | CAGR of 5.6% during 2022-2032 |
| Segment Covered | By Product , By Distribution Channel ,By Region |
| Regions Covered | North America, Europe, Asia Pacific, South America Middle East and Africa |
| Key Players Profiled | Procter & Gamble, Unilever, L'Oréal, Beiersdorf AG, Estée Lauder Companies Inc., Avon Products Inc., Johnson & Johnson, Coty Inc., Colgate-Palmolive Company,and Kao Corporation. |
Market Definition
Men's grooming products refer to personal care items designed specifically for men, such as skincare, haircare, shaving, and fragrance products, aimed at helping them maintain a well-groomed and presentable appearance. Men's special requirements and tastes are catered to by these products, which address issues like skin sensitivity, facial hair, and masculine smells.
Men's grooming products are important because they cater to the specific needs and preferences of men when it comes to personal care and hygiene. These goods include shaving supplies, haircare items, skincare treatments, and scents created especially for guys. With increasing awareness about self-care and grooming among men, these products play a crucial role in enhancing their overall appearance and boosting their confidence. Additionally, men's grooming products help address specific concerns such as beard care, hair loss, and ageing skin, offering targeted solutions that meet their unique requirements. By using such products, men can maintain a well-groomed and professional look, thereby making a positive impression in both personal and professional settings.
Key Market Segmentation:
Insights On Key Product
Dominating Part: Skin Care
The skin care segment is expected to dominate the global men's grooming products market. With the increasing awareness among men about the importance of skincare, coupled with changing perceptions towards self-care, the demand for men's skincare products has witnessed significant growth. Men are becoming more inclined towards maintaining healthy and youthful-looking skin, and are turning to a range of skincare products such as moisturizers, cleansers, and anti-ageing creams. The growing influence of media, social platforms, and male celebrities endorsing skincare products further contributes to the dominance of this segment.
Shave Care
Within the men's grooming products market, shave care is a significant segment. Shaving is a routine grooming activity for men, and products related to shavings, such as shaving creams, gels, razors, and after-shave lotions, are in high demand. The introduction of innovative and technologically advanced razors and blades, offering a smoother and closer shave experience, has further intensified the market competition. Additionally, rising fashion trends and the influence of grooming influencers have increased the demand for shave care products.
Hair Care
Men's hair care products have gained considerable traction in recent years. The segment includes hair styling gels, shampoos, conditioners, and hair oils, among other products. Changing fashion trends and a desire to have healthier and well-groomed hair have driven the demand for men's hair care products. With the growing popularity of natural and organic ingredients, there is an increased preference for hair care products that offer nourishment and promote hair growth. Celebrity endorsements and the proliferation of barber shops and salons have also contributed to the growth of this segment.
Fragrances
Fragrances play a crucial role in men's grooming. The segment includes a wide range of products such as perfumes, colognes, deodorants, and body sprays. Men are increasingly using fragrances as a means of self-expression and to enhance their style. The demand for unique scents and luxury fragrances has fueled the growth of this segment. The introduction of niche and designer fragrances has also attracted male consumers looking for exclusive and high-quality products.
Other
The "other" segment comprises various men's grooming products that do not fall under the categories of shave care, skin care, hair care, or fragrances. This diverse range of products includes items such as beard care products, grooming accessories (combs, brushes), and body care products. The increasing popularity of facial hair trends, such as beards and moustaches, has led to a rise in demand for beard care products like beard oils, balms, and waxes. Grooming accessories and body care products cater to specific grooming needs, providing men with a comprehensive range of options for their daily grooming routines.
Insights On Key Distribution Channel
Distribution Channel Dominating the Global Mens Grooming Products Market: Supermarkets and Hypermarkets
Supermarkets and Hypermarkets: Supermarkets and hypermarkets play a significant role in the distribution of men's grooming products, hence dominate the market throughout the forecast period. These physical retail outlets offer a one-stop shopping experience for consumers, providing a wide variety of products in different categories. Supermarkets and hypermarkets benefit from attracting customers who prefer to physically examine and test the products before purchasing. The convenience and accessibility of these stores contribute to their share in the market.
E-commerce: In order to boost their brand awareness among customers, companies in the skincare and personal care sectors have been quick to adopt e-commerce, building websites and shopping applications. Online platforms provide a wide range of products, competitive pricing, and personalized recommendations, attracting a large number of consumers who prefer the convenience of shopping from home. Additionally, the rise of social media and digital marketing has further boosted the visibility and accessibility of men's grooming products through e-commerce platforms.
Salon: Salons also hold a considerable share in the distribution of men's grooming products. Salons offer professional grooming services where customers can experience professional guidance on product selection. This expertise and recommendations from grooming professionals make salons an attractive distribution channel. Furthermore, salons frequently sell grooming items, giving clients who are already in for grooming services a handy place to shop.
Drug Store: The market for men's grooming items includes drug stores as well. These stores offer a wide range of personal care products, including grooming products, making them easily accessible to customers. The convenience of purchasing grooming products along with other everyday necessities contributes to the popularity of drug stores as a distribution channel.
Conclusion: While like supermarkets and hypermarkets is set to dominate the global men's grooming products market, other distribution channels like e-commerce, salons, and drug stores still play significant roles. Each channel caters to different consumer preferences, with supermarkets and hypermarkets offering convenience, salons providing professional guidance, and drug stores combining product accessibility with other everyday necessities. Men's grooming goods are consistently available to consumers via their chosen channels of distribution because to this diverse market presence.
Insights on Regional Analysis:
North America
It is anticipated that North America would lead the global market for men's grooming products due to men's growing awareness of and emphasis on personal grooming. The region boasts a well-developed beauty and personal care industry, supported by a strong retail infrastructure and a wide range of grooming products tailored to men's specific needs. The region's market domination is also largely attributed to the existence of major competitors in the industry, active marketing initiatives, and growing disposable incomes.
South America
South America's men's grooming products market is poised for significant growth, fueled by a shifting cultural perception of grooming among men. In countries like Brazil and Argentina, where personal appearance holds substantial importance, men are increasingly embracing grooming routines and purchasing grooming products. Men's grooming product demand in the region is also being driven by the growing middle-class population, growing urbanization, and the impact of social media platforms.
Asia Pacific
A increasing number of young men, shifting social and cultural conventions, and changing fashion trends are all contributing to the significant expansion of the Asia Pacific men's grooming products market. Grooming techniques are becoming more popular among males in countries like China, India, and Japan, which is driving up demand for grooming goods. The market's growth is also being aided by rising disposable income, urbanization rates, and the influence of Western fashion and lifestyle trends.
Europe
Europe's men's grooming products market is poised for steady growth, as male consumers are increasingly investing in personal grooming. The region's fashion-forward culture and growing awareness of grooming products are driving the market's growth. Countries like the United Kingdom, Germany, and France are leading the market, driven by the presence of established beauty brands, a well-developed retail sector, and a strong emphasis on personal appearance and hygiene.
Middle East & Africa
The Middle East & Africa men's grooming products market is witnessing significant growth due to the region's booming male grooming culture and increasing disposable incomes. Countries like Saudi Arabia and the United Arab Emirates are driving the market, where men are placing higher importance on grooming routines and investing in high-quality grooming products. Additionally, the growing influence of social media and global fashion trends, along with the rise of e-commerce, have further fueled the demand for men's grooming products in the region.
Company Profiles:
1. The major companies in the global market for men's grooming products are in charge of producing and distributing a broad variety of goods, such as skincare, hair care, and personal care products, that are especially made for men.
2. These players play a crucial role in driving innovation, meeting consumer demands, and creating competitive pricing strategies to capture a significant share of the growing market.
Some key players in the men's grooming products market are Procter & Gamble, Unilever, L'Oréal, Beiersdorf AG, Estée Lauder Companies Inc., Avon Products Inc., Johnson & Johnson, Coty Inc., Colgate-Palmolive Company, and Kao Corporation. A large variety of men's grooming items, such as skincare, haircare, shaving products, and perfumes, are actively produced and distributed by these enterprises. In order to meet the changing demands and tastes of male consumers, they have a significant global presence and consistently introduce cutting-edge items. To improve their market position and obtain a competitive edge, these major firms frequently enter into strategic alliances, acquisitions, and product collaborations. The market for men's grooming goods is very competitive due to its increasing popularity, and these major firms have a big influence on how the sector functions.
COVID-19 Impact and Market Status:
COVID-19 has adversely impacted the global men's grooming products market by causing a decline in demand due to reduced purchasing power and changing consumer preferences.
The COVID-19 pandemic has significantly impacted the men's grooming products market. With strict lockdown measures and social distancing protocols in place, there has been a substantial decline in the demand for these products. Consumers have been forced to stay at home, resulting in reduced usage of grooming products and a shift in priorities towards essential items. Additionally, the closure of barber shops and salons has led to a decrease in the need for hair care and styling products. Many companies have also faced supply chain disruptions, making it difficult to maintain production and distribution. However, as people adapt to the new normal and restrictions ease, there is a growing trend of self-care and maintaining personal hygiene, which is expected to drive the demand for men's grooming products in the future. Manufacturers are also focusing on innovating products to cater to the changing needs and preferences of consumers, such as functional and sustainable grooming solutions. Ultimately, the men's grooming products market is likely to rebound, but the recovery may vary depending on the duration and severity of the pandemic.
Latest Trends and Innovation:
- On March 4, 2020, Procter & Gamble announced the acquisition of Walker & Company Brands, a company focused on developing health and beauty products for people of colour, expanding its presence in the men's grooming market.
- On January 15, 2021, Unilever acquired the personal care brand, Dollar Shave Club, which offers a subscription-based model for men's grooming products, broadening Unilever's portfolio in the men's grooming segment.
- In May 2020, Beiersdorf, the parent company of NIVEA, launched a new line of men's grooming products called "NIVEA Men DEEP," targeting the growing demand for specialized products in the men's grooming market.
- On November 6, 2019, The Estée Lauder Companies announced the acquisition of Dr Jart+, a popular Korean skincare brand, to expand their presence in the growing men's skincare market.
- Gillette, a subsidiary of Procter & Gamble, released the GilletteLabs Heated Razor in August 2019, incorporating innovative technology to provide a warm shaving experience for men.
- On November 1, 2020, L'Oréal introduced a new men's grooming brand called House 99 by David Beckham, collaborating with the renowned footballer to develop a range of grooming products tailored for men.
- In April 2020, Philips launched the OneBlade Pro, a hybrid styler that helps men trim, edge, and shave facial hair, catering to the growing demand for versatile grooming tools.
- Bevel, a brand specializing in grooming products for men with coarse and curly hair, was acquired by Walker & Company Brands on January 20, 2021, enabling the company to expand its offerings in the men's grooming market.
- In November 2019, Kiehl's, a subsidiary of L'Oréal, launched a men's skincare collection called Grooming Solutions, incorporating natural ingredients to address specific grooming concerns for men.
- The men's grooming market witnessed the entry of Harry's, a direct-to-consumer men's grooming brand, in 2020, offering a range of affordable shaving and grooming products.
Significant Growth Factors:
The growth of the men's Grooming Products Market is driven by factors such as increasing awareness of personal grooming, rising disposable income, and changing cultural norms.
The men's grooming products market has witnessed significant growth in recent years, driven by various growth factors. Firstly, changing societal attitudes towards male grooming and personal care have fueled the demand for male grooming products. Men are increasingly conscious of their appearance and are willing to invest in grooming products to enhance their overall look. Additionally, the influence of social media and the rise of digital platforms has increased awareness about grooming among men, further propelling the market growth. Moreover, the widespread availability of grooming products and the expanding retail network, including e-commerce platforms, have made it easier for men to access and purchase these products. Furthermore, the ageing population and the growing importance of personal grooming among middle-aged and older men have also contributed to the market's growth. The increasing popularity of natural and organic grooming products and the shift towards sustainability in consumer preferences have further expanded market opportunities. Lastly, the rising urban population, higher disposable incomes, and the growing metrosexual trend have all played a significant role in the market's growth. Collectively, these factors have led to a surge in demand for men's grooming products and are expected to drive continued growth in the future.
Restraining Factors:
The limited awareness and acceptance of men's grooming products among traditional consumers pose a challenge to the growth of the market.
The men's grooming products market is experiencing rapid growth due to the rising trend of self-care and personal grooming among men. However, several restraining factors are holding back the full potential of this market. Firstly, the high cost of men's grooming products is a major hindrance, as many consumers find it difficult to justify investing in expensive items. Moreover, the lack of awareness and understanding about the benefits of these products among a significant portion of the male population limits market growth.
Additionally, the relatively limited variety of men's grooming products compared to the extensive range available for women further restricts market expansion. Furthermore, the presence of counterfeit or low-quality products in the market undermines consumer confidence and hampers the overall growth potential. Lastly, cultural and societal stigmas attached to men using grooming products can discourage adoption and limit market penetration. Despite these challenges, the men's grooming products market still holds immense growth potential. The increasing focus on wellness and grooming is expected to drive awareness and overcome the stigma associated with men using such products. Additionally, the development of more affordable options and the expansion of product portfolios can make these products more accessible to a broader customer base. Overall, the men's grooming products market has a positive outlook, with opportunities for growth and innovation in the coming years.
Frequently Asked Questions (FAQ) :
Procter & Gamble, Unilever, L'Oréal, Beiersdorf AG, Estée Lauder Companies Inc., Avon Products Inc., Johnson & Johnson, Coty Inc., Colgate-Palmolive Company,and Kao Corporation.
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The base year for the report is 2023 in mens grooming products market.
The concept of Men’s Grooming products exists since the era of Egyptian queen Cleopatra. History indicates of men pampering themselves through various means. Use of scented baths, oil massages for skin hydration, trimming of beards and treatments for balding men. Since then the products have been developing and growing.
It’s being expected that by 2028, the Mens Grooming Products market cap will hit USD 74.82 Billion at a CAGR growth of about 4.27%.
During the period of the American Civil War during the year 1858-1859, the leading company in consumer products Procter and Gamble, was lucky to get a bulk order for making soaps for soldiers. Thus giving the company a big opportunity and allowing soldiers to get an experience of the products. The industry saw benchmark growth in the year of 1900s with the involvement of leading Hollywood stars promoting various grooming products. Initially, the men’s grooming product range included fragrant oils and later products like Kohl to line the eyes, rouge for lips and cheeks, makeup for nails, skin care cream.
In the modern age Men’s grooming products have grown tremendously and a wide range of products have been added to the list. The new generation of men are aware about the importance of self-grooming and do not hesitate to spend time and money on it. In the late 1900’s companies like Old Spice, Gillete, Phillips, L’Oreal, Axe and Just for men were introducing various grooming products for men. These products aimed to provide the special demands of the male generation. These products boasted of having specific ingredients suitable for various skin types of men.
However, the market dynamics changed in towards the end of the 20the century and early 2000s. With development of technology and the e-commerce concepts, popularity of these products grew a lot. This is the time when start-up’s, especially in the developing countries of the Asian continent. Launch of brands like House 99 by David Beckham, Bulldog, Beerdo, haapilyunmarried, Bombay Shaving Company, Wild stone have further helped the market grow. In the year of 2018, the Channel launched its own personal line of make up for men in the name of boy Capel. The product was launched as a set of tinted fluid, moisturizing lip balm and shades of eyebrows.
Today wide range of products are available across the market, in economy and luxury product range. Startups have managed to secure funding for their unique product range and have grown exponentially. Industry experts have predicted the growth rate to be almost 50%. This is because the consumers also have increased spending power and don’t hesitate to spend on these products. From personalization of products and fragrances to becoming a part of daily care routine, the men’s grooming industry is expected to grow.
Some popular names in the luxury product range are 18.21 Man Made, Big Boy, Freebird Organics, Beau Brummel, Guise etiquette, Evolution Man and many others. Another trend that is influencing the market is the organic nature of production. There is a growing demand for organic products as opposed to the chemical–based product range. Companies need to work on the concept of organic products and develop products that are of organic nature.