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The Global Male Grooming Products Market size is projected to increase by USD 41.92 billion, to grow at a CAGR of 9.45% from 2023 to 2028. The male grooming market is experiencing significant growth, driven by an increasing number of fashion-conscious consumers. This trend is leading to a premiumization of products, as innovation and portfolio extension become key strategies for brands. The demand for high-quality male grooming items, including skincare, haircare, and fragrances, is on the rise. Consumers are seeking effective and sophisticated solutions to enhance their personal appearance and overall wellness. Brands are responding by introducing advanced formulations and expanded product lines to meet this growing demand. This dynamic market is poised for continued expansion as men increasingly prioritize self-care and self-presentation.
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The market share growth by the shave care segment will be significant during the forecast period. The use of sharp blades is crucial for achieving a close and smooth shave. In addition to blades, shaving accessories such as gels, creams, and foams are used to enhance the shaving experience. Applying soap to the beard prior to shaving helps to simplify the process.
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The shave care segment was valued at USD 17.74 billion in 2018. The use of pre-shave oils can improve the glide of the razor, making it easier to trim facial hair, which is made softer by the oil. Lotions and balms after shaving are essential to complete the grooming process and to soothe the skin. For individuals who prefer to maintain their beards, beard oils provide the necessary nutrition to promote beard growth. Well-known brands such as Gillette, Beardo, Brute, Axe, and Old Spice offer beard grooming kits online. The increasing demand for grooming products to maintain and shave beards is expected to drive the growth of the segment in the global male grooming products market during the forecast period.
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APAC is estimated to contribute 30% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. In 2022, the leading markets in the male grooming products category in Europe were the UK, Germany, France, Spain, Italy, and Russia. The region is witnessing a rise in the demand for premium skincare products and fragrances, which has also spiked the demand for and sales of these products, thereby contributing to the growth of the male grooming products market in Europe. The male population's growing concern about personal cleanliness and appearance in Europe is the main factor driving the industry. In keeping with this, men are spending a lot of money on grooming items since perceptions of traditional masculinity have changed due to the impact of influencers and celebrities. Additionally, the expansion of male salons across Europe is positively impacting the business. In addition, the market is expected to develop as the demand for natural, clean-label, and organic products rise during the forecast period.
Moreover, in terms of revenue, Germany occupied the number one position in the male grooming products market in Europe, with the largest regional share. The UK has accounted for the second-largest regional market share, while consumers in the nation have formed one of the largest end-user segments of Western Europe in 2022. Manufacturers of grooming products have been continuously focusing on new product launches and product line extensions across different categories. The demand for premium grooming products and the focus of vendors on providing the products of niche brands on online shopping portals drive the market in the nation. Furthermore, rising health and wellness concerns are triggering the demand for natural, organic, and vegan-based grooming products, including skincare and color cosmetics. Such factors are expected to drive the growth of the male grooming products market in Europe during the forecast period.
In today's dynamic market, Male Grooming Products emerge as a cornerstone of self-care and personal well-being. Influenced by evolving perceptions of masculinity, men seek products that align with their individual grooming needs and preferences. From facial cleansers to nighttime serums and beard waxes, the market offers a diverse array of solutions tailored to address specific concerns. This paradigm shift is further catalyzed by the influence of celebrities and influencers, who advocate for grooming as a vital aspect of modern living. With the convenience of e-commerce platforms and accessibility through supermarkets and hypermarkets, men can easily integrate these products into their daily routines, embracing a holistic approach to skincare and grooming. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Significant Market Trends
Vendors partnering with salons and spas is an emerging trend in the market. The growing number of salons and spas worldwide due to low salon opening costs and a huge customer base has boosted and supported the professional men's grooming market. Consumers typically consult with salon and spa professionals about their skin types, product usage, and precautions to prevent premature skin aging, wrinkles, and acne. With more and more salons and spas around the world, vendors like L'Oreal Paris Professional are focusing on selling their products through these salons and spas. The service professionals working in salons can recommend the products to their clients which ultimately increases the vendor's sales. Thus, the collaboration of vendors with salons and spas is one of the growing trends expected to drive the growth of the global market during the forecast period.
Major Market Challenge
The availability of counterfeit products is a major challenge impeding the market. The growing prospect of the men's men's grooming products market has a lot of counterfeit products. Fake products are made from low-quality ingredients and have various adverse effects on the health of consumers. The emergence of online shopping has increased the sales of counterfeit products as their geographic reach expanded. Customers find it difficult to distinguish between genuine and fake products because they look similar. In addition, the low price of fake products increases their demand. The increase in the number of fakes has a negative impact on the sales and pricing strategies of genuine sellers operating in the global market. To address such challenges, global players are forced to price their products at lower prices, which reduces their profit margins. Promotional and discount campaigns by genuine sellers help attract customers and ensure their loyalty to their brands and prevent users from switching to fake products. However, such promotional activities add huge costs and further reduce the profit margins of sellers. The availability of counterfeit products may therefore pose a major challenge to the growth of the global men's grooming products market during the forecast period.
The men's grooming products market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments.
1. Mens Skincare Products Market Analysis North America, Europe, APAC, South America, Middle East and Africa - US, China, Germany, UK, Canada - Size and Forecast
2. Beard Grooming Products Market by Distribution Channel and Geography - Forecast and Analysis
3. Hair Styling Products Market Analysis Europe, North America, APAC, South America, Middle East and Africa - US, China, Germany, Brazil, Japan - Size and Forecast
The market thrives on a blend of tradition and innovation, catering to the evolving needs of modern men. From shaving products to facial creams and haircare, the industry witnesses a surge driven by factors like celebrity endorsements and the rise of e-commerce platforms. Essential items like shampoos and moisturizers are complemented by cutting-edge technologies in smartphones and laptops, facilitating engagement through social media platforms. Embracing clean label products and organic variants, consumers seek natural solutions for skincare, prompting the adoption of recyclable packaging and flexible blades. With a focus on personal wellness and convenience, the market caters to diverse preferences, promoting a shift towards sustainable and holistic grooming routines. The market undergoes a transformative journey shaped by evolving lifestyle trends and consumer preferences.
Moreover, with a focus on personal care and grooming, the industry witnesses a surge in demand for diverse products such as cologne, lip balm, and male toiletries, catering to both traditional and modern grooming routines. Innovations in cutting-edge technology pave the way for advanced formulations like nighttime serums and beard wax, addressing specific skincare needs. Amidst rising awareness of environmental concerns, the market embraces natural products and organic variants, featuring ingredients such as pomegranate and turmeric. As convenience becomes paramount, products are readily available across e-commerce platforms, convenience stores, and hypermarkets, ensuring accessibility for consumers seeking effective solutions for skincare and grooming needs. The market experiences a paradigm shift propelled by factors such as celebrities and influencers endorsing trends, with a growing presence in men’s salons and hypermarkets.
In addition, Amidst rising concerns about skin damage and UV radiation, demand surges for anti-aging creams and sun protection products. Innovations in clean-label ingredients and organic variants cater to the preferences of the metrosexual male, driving sales in supermarkets and e-commerce platforms offering free doorstep delivery. The market witnesses a blend of tradition and technology, with shavers and razors featuring cutting-edge designs and nighttime serums harnessing advanced skincare formulations. Embracing sustainability, products incorporate recycled steel and climate care moisturizers, reflecting a shift towards holistic grooming routines amidst evolving lifestyle standards.
Market Scope |
|
Report Coverage |
Details |
Page number |
185 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 9.45% |
Market growth 2024-2028 |
USD 41.92 Billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
8.42 |
Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
Performing market contribution |
APAC at 30% |
Key countries |
US, China, Germany, India, and Canada |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Beiersdorf Canada Inc., Chanel Ltd., Coty Inc., Edgewell Personal Care Co., GroomingLounge.com LLC, Helios Lifestyle Pvt Ltd., Johnson and Johnson Services Inc., Kao Corp., Koninklijke Philips N.V., LOccitane Groupe SA, LOreal SA, MacAndrews and Forbes Inc., MALIN GOETZ, Molton Brown Ltd., Natura and Co Holding SA, Panasonic Holdings Corp., Shiseido Co. Ltd., The Procter and Gamble Co., Unilever PLC, and VI JOHN GROUP |
Market dynamics |
Parent market analysis, Market forecasting growth inducers and obstacles, Fast-growing and slow-growing segment analysis, Market growth and Forecasting, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period. |
Customization purview |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Application
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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