Global Male Toiletries Market 2016-2020

  • Published: Jun 2016
  • Pages: 77
  • SKU: IRTNTR9592

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This market research report presents a comprehensive analysis of the male toiletries market by product (deodorants, hair care products, skin care products, and bath and shower products), by distribution (hypermarket and supermarkets, pharmacies, department stores, and specialty stores), and by geography (APAC, Europe, North America, and ROW). Leading vendors in the market are Beiersdorf, LOréal, P&G, Shiseido, and Unilever.

Outlook of the male toiletries market

Extensive research carried out by the market research analysts at Technavio has shown that the global male toiletries market will grow at a moderate CAGR of close to 4% over the forecast period. The landscape of men’s styling and grooming has changed significantly over the last few years as men across the globe are increasingly becoming beauty and image conscious. This has led to the expansion of the male grooming segment from traditional shaving products, deodorants, and basic bath and hair care products to premium cosmetics like concealers, skin whitening solutions, sunscreens, and anti-aging and anti-wrinkle products. This evolving consumer behavior has resulted in the rise of a specific target group, the urban heterosexual men, who pay high attention to their appearance and spend substantially on grooming, beauty treatments, and clothes. Moreover, the high disposable income of men in developed countries and better living standards are likely to drive this market’s growth over the next four years.

The augmented demand for sun care and anti-ageing creams is one of the emerging trends propelling the growth prospects for this market during the predicted period. According to the Skin Cancer Foundation, an individual should use a broad-spectrum (UVA/UVB) sunscreen with an SPF of 15 or higher every day. To address such concerns and to meet the growing demand among customers, vendors are launching a broad range of sun protection and anti-aging creams for men. Moreover, night skin care products are also growing in demand among men, especially in the US and European countries. Since night creams promote cell growth and reduce dark circles and pigmentation, its demand among the end users will increase until the end of 2020.

Product segmentation and analysis of the male toiletries market

  • Deodorants
  • Hair care products
  • Skin care products
  • Bath and shower products

During 2015, the deodorants segment dominated the market and accounted for a more than 50% of the market share in terms of revenue. Factors such as the rapidly growing population, better living standards, and increasing spending on personal hygiene products will bolster this market segment’s growth prospects in the future.

Geographical segmentation and analysis of the male toiletries market

  • APAC
  • Europe
  • North America
  • ROW

In terms of geography, Europe led the global male toiletries market and is anticipated to reach more than USD 8 billion by 2020. During the forecast period, it was observed that more than half of the men’s populace in Europe invested in grooming products to improve their appearance. Also, the growing metrosexual trend in Europe has led more men to perceive grooming as essential to their daily fashion requirements and style. Influenced by celebrities, most consumers invest significantly in premium products from their high quality. These factors are expected to impel the growth of this market in Europe until the end of 2020.

Competitive landscape and key vendors

The global male toiletries market is highly competitive as it is characterized by the presence of numerous larg- and medium-sized vendors. However, with the influx of private labels in the market, regional players are finding it increasingly difficult to compete with them in terms of quality and pricing. The vendors compete on the basis of product differentiation, product portfolio, quality, and pricing to gain a competitive edge over their peers. The level of competition among suppliers is likely to intensify with several product launches, price discounting, and M&As.

Key vendors in this market are -

  • Beiersdorf
  • L'Oréal
  • P&G
  • Shiseido
  • Unilever

Other prominent vendors in the market are AmorePacific, Amway, Avon Products, Chanel, Clarins Group, Colgate-Palmolive, Coty, Estée Lauder, Henkel, Johnson & Johnson, Lotus Herbals, Mary Kay, Missha, Nature Republic, Oriflame, Revlon, Skin Food, and The Face Shop.

Key questions answered in the report include

  • What will the male toiletries market size and the growth rate be in 2020?
  • What are the key factors driving the global male toiletries market?
  • What are the key male toiletries market trends impacting the growth of the market?
  • What are the challenges to market growth?
  • Who are the key vendors in the global male toiletries market?
  • What are the market opportunities and threats faced by the vendors in the global male toiletries market?
  • What are the trending factors influencing the market shares of APAC, Europe, North America, and ROW?
  • What are the key outcomes of the five forces analysis of the global male toiletries market?

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Table of Content

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview
  • Top-vendor offerings

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Market landscape

  • Market overview
  • Global male toiletries market
  • Five forces analysis

PART 06: Market segmentation by distribution channel

PART 07: Market segmentation by product

  • Global male toiletries market by product type
  • Global men's deodorant market
  • Global men's hair care market
  • Global men's skin care market
  • Global men's bath and shower market

PART 08: Geographical segmentation

  • Global male toiletries market by geography
  • Male toiletries market in Europe
  • Male toiletries market in APAC
  • Male toiletries market in North America
  • Male toiletries market in ROW

PART 09: Key leading countries

  • US
  • UK
  • China

PART 10: Market drivers

  • Growing demand for styling and grooming products
  • Product innovation
  • Demand for multifunctional products
  • High demand for skin lightening products in APAC

PART 11: Impact of drivers

PART 12: Market challenges

  • Threat from counterfeit products
  • Stringent product regulations
  • Product recalls

PART 13: Impact of drivers and challenges

PART 14: Market trends

  • Expanding base of affluent middle-class consumers in emerging markets
  • Growing demand for sun protection and anti-aging creams
  • Growing premiumization in market
  • Rise in demand for deodorants

PART 15: Vendor landscape

  • Competitive scenario

PART 16: Key vendor analysis

  • Beiersdorf
  • L’Oréal
  • Procter & Gamble (P&G)
  • Shiseido
  • Unilever
  • Other prominent vendors
  • PART 17: Explore Technavio

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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