MEN’S GROOMING PRODUCTS MARKET ANALYSIS
The men's grooming products market is estimated to be valued at USD 236.75 Bn in 2024 and is expected to reach USD 408.39 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 8.1% from 2024 to 2031.
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Men are adopting more grooming and self-care routines than ever before. Rising incomes and greater awareness about personal care brands have been major drivers of market growth over the past few years. The men's grooming products market is experiencing a profound shift in trends. An increasing demand for natural and organic personal care products is seen. Products featuring ingredients like argan oil, coconut oil, and aloe vera are gaining popularity. Furthermore, the visibility of men's grooming on social media through influencer marketing has made these products more accessible and encouraged experimentation with different items.
Growing health and wellness trend
There is a noticeable shift in attitude among men towards taking better care of their personal hygiene and grooming. With increasing health awareness, many men are making conscious choices to improve their self-care routines. They are paying more attention to diet, fitness, skincare, and overall wellness. The focus on incorporating efficacious natural ingredients and sustainable products also contributes to this change. Taking care of one's appearance is no longer seen as feminine. Rather it is recognized as responsible self-care that enhances confidence and overall quality of life. Male grooming and skincare products have evolved considerably to cater to this growing need. The availability of multipurpose natural products that cleanse, nourish and protect the skin without harsh chemicals appeals to health-conscious consumers. Moreover, easy access to product information through digital and social media has made grooming more approachable for men. Busy lifestyles are another factor driving better routine maintenance. Men seek quick fix solutions that fit into their daily schedules without compromising on results. Lightweight, multi-tasking formulations address all the key steps of grooming - from face wash to moisturizer to beard oil - in one simple step. The promise of rejuvenated, healthier looking skin motivates many to incorporate grooming essentials as part of their self-care regimen alongside diet and exercise.
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Changing social values
Societal values around masculinity are evolving with growing acceptance of diversity and alternative definitions of attractiveness. There is less stigma attached to putting effort into personal appearance and displaying natural beauty, which was earlier discouraged as vain behavior. Younger generations especially are challenging old stereotypes and feel empowered to define their grooming needs on their own terms. With normalization of social media documentation of daily lives, putting one's best foot forward has become an integral part of self-expression for many. Visible traits like hair, facial hair, fit bodies, etc. get as much attention as personality traits in shaping perceptions. In this backdrop, grooming has cemented its place as an emblem of confidence and social currency for those who engage in it seriously. Whether it be a date, job interview, or public gathering, men want to put their best self forward by looking polished and groomed.
Key Takeaways from Analyst:
Rising male grooming and hygiene consciousness is a key driver as more men are taking care of their appearance. Increased awareness about men's skincare and hair care through social media is encouraging the adoption of self-care routines.
The availability of new fragrances and multifunctional products tailored to male needs will push market expansion.
Tighter budgets due to economic uncertainties may negatively impact premium product purchases. Additionally, the availability of cheaper private label alternatives from drug stores and discounts from big box retailers poses challenges. Customer loyalty is difficult to attain in the price-sensitive male segment.
Market Challenges: High costs of premium products
The high costs of premium men's grooming products are significantly restraining the growth of the global men's grooming market. Many male consumers, especially in developing regions, find the premium products to be too expensive for regular purchase and use. This price sensitivity is causing them to either avoid or decrease spending on such higher-priced grooming items. Unlike women's grooming market where cosmetic products are considered more of a necessity, men generally perceive costly grooming items as luxuries. They are reluctant to spend significant amounts frequently on shaving creams, deodorants, hair serums, and facial cleansers. Even among men with higher disposable incomes, there is a perception that premium brands offer marginal benefits over regular mass-market products. This makes them less inclined to pay premium prices. The COVID-19 pandemic has further impacted budgets and purchase priorities of many consumers.
Market Opportunities: Emerging markets in Asia Pacific and Middle East & Africa
The emerging markets in Asia Pacific and Middle East & Africa regions hold huge potential for growth in the global men's grooming products industry. These regions are expected to see substantial rise in disposable incomes and spending power of the consumers in the coming years. More number of consumers in the urban areas will be adopting western lifestyles and will become aware of personal grooming products. The youth population in countries like India, Vietnam, Indonesia, Nigeria, Saudi Arabia etc is rising rapidly which is a big opportunity for men's grooming brands. Evolving social and cultural norms are driving greater acceptance of male grooming behaviors in these regions. Taking care of skin, hair, face and overall appearance is no more considered a vain act. Rising aspirations to look handsome, presentable and confident are prompting more males to use products like face cleansers, moisturizers, stylers, trimmers etc on a regular basis. Even the small towns are opening up to premium men's grooming offerings driven by increasing exposure through social media and e-commerce platforms. Sports and entertainment celebrities are also playing a crucial role in changing mindsets about personal care routines among young men in these developing nations.
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Insights by Type: Focus on Self-care Drives Skin Care Growth
In terms of type, skin care is expected to contribute 43.8% share of the market in 2024, owing to evolving consumer preferences toward self-care and beauty. Today's men are increasingly conscious about their appearance and see skin care as an important part of their daily routine just like women. As more men engage in self-care rituals like face cleansing, moisturizing, and using anti-aging products, the skin care segment continues to experience robust growth. Products targeted toward common skin concerns such as acne, dark spots, and aging signs have become widely popular.
Rising awareness about skin health benefits has also encouraged men to incorporate facial SPF protection and exfoliants into their grooming regimen. The growing availability of natural, organic and clean-label skin care products designed specifically for men's skin further attracts health-conscious consumers. Additionally, celebrities and social media influencers openly discussing their grooming habits have made it socially acceptable for men to indulge in skin treatments like facials on a regular basis. Consumers are readily experimenting with new skin care tools and devices promising anti-aging benefits at home as well. With continuing urbanization and increasing disposable incomes, men see skincare as an integral part of their lifestyle and wellness regime, spurring further developments in this market segment.
Insights by Price Range: Affordability and Accessibility Drive Mass Market Growth
In terms of price range, mass is expected to contribute 74.6% share of the market in 2024, owing to affordability and accessibility factors. Mass grooming products cater to the everyday needs of average male consumers seeking hassle-free solutions at affordable price points. This segment thrives on offering quality basics and multipurpose items like 2-in-1 shampoo-conditioners that simplify grooming routines on a budget. Being more pocket-friendly allows mass brands to attract younger consumers just stepping into the world of personal care. Their wide product ranges also give customers flexibility to experiment with different variants without burning a hole in their wallet.
Mass products are highly accessible through all major retail channels including drug stores, supermarkets, and online shopping sites. This extensive distribution reach efficiently brings trusted brands within easy reach of customers across locations. Strong supply chain networks stock mass grooming essentials on shelves round the year for regular replenishment shopping. Additionally, mass brands extensively use digital and social media promotions to engage price-conscious consumers and drive repeat purchases. With a focus on affordability, access and everyday practicality, the mass segment dominates the price-defined marketplace.
Insights by Distribution Channel: Shopping Convenience Drives Hypermarket Dominance
In terms of distribution channel, supermarkets & hypermarkets is expected to contribute 35.6% share of the market in 2024, owing to the unparalleled shopping convenience offered by them. As one-stop shopping destinations, hypermarkets make it extremely hassle-free for hurried customers to pick up all their monthly grooming essentials alongside regular household supplies. With massive store spaces, they service all grooming categories under a single roof without consumers having to visit multiple specialized outlets. Customers also benefit from bulk-buying deals and loyalty rewards programs at these stores.
Hypermarkets expertly organize grooming products by brands, types, and price points for efficient aisle navigation. Extensive shelves stocks thousands of SKUs allowing customers to compare options freely before making selections. Their periodic promotional campaigns on different categories throughout the year attract bargain-hunting audiences. Moreover, premium hypermarket loyalty programs offer additional savings and rewards for regular spending customers. With their unmatched convenience of centralized shopping, hypermarkets skillfully dominate the offline distribution segment.
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North America has established itself as the largest and most dominant region in the global men's grooming products market. The region is expected to account for 34.5% of the market share in 2024. This can be attributed to several factors. The region has strong presence of leading global brands that offer a wide variety of grooming products for men ranging from shaving, hair care to skincare and deodorants. These brands spend significant amounts on marketing and advertising their products to increase awareness and trial among consumers. Moreover, North American men are increasingly adopting grooming and self-care routines. They are no more hesitant to spend on premium products that can help them style their look and feel confident. Ease of availability of these products through various retail channels like supermarkets, pharmacies, and dedicated beauty stores has further boosted consumption. However, demand varies across countries with the U.S. having higher per capita consumption compared to Canada.
The Asia Pacific region has emerged as the fastest growing market for men's grooming products in recent years. Significant rise in disposable incomes along with rapid urbanization in developing nations like India and China is driving this growth. Greater exposure to western culture and celebrities emphasizing on male grooming through social media is influencing men in this region. Rising working women population has also impacted the grooming habits of men who want to look presentable for professional and personal lives. Domestic companies in countries such as Japan and South Korea have established a strong footing by offering quality products at competitive prices to local consumers. Furthermore, international brands see Asia Pacific as an important future market and are aggressively expanding presence through partnerships with local retailers and influencers. Overall, the increasing acceptance of male grooming trends makes Asia Pacific an attractive high potential region going forward.
Men's Grooming Products Market Report Coverage
| Report Coverage | Details | ||
|---|---|---|---|
| Base Year: | 2023 | Market Size in 2024: | US$ 236.75 Bn |
| Historical Data for: | 2019 To 2023 | Forecast Period: | 2024 To 2031 |
| Forecast Period 2024 to 2031 CAGR: | 8.1% | 2031 Value Projection: | US$ 408.39 Bn |
| Geographies covered: |
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| Segments covered: |
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| Companies covered: |
Beiersdorf AG, Procter & Gamble Co., L'Oréal SA, Shiseido Co., Ltd., Vi-john Group, Colgate-Palmolive Company, Kao Corporation, Estee Lauder Companies, Inc., Reckitt Benckiser, Coty, Inc., Lotus Herbals Pvt. Ltd., Natura & Co., Moroccanoil, Perse Beauty Inc., John Master’s Organic, Vogue International LLC (OGX), Real Purity Inc., Essential Care (Organics) Ltd., Rahua Classics, and Natulique |
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| Restraints & Challenges: |
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*Definition: The men's grooming products market consists of various personal care products targeted towards male consumers such as hair care products, skin care products, fragrances, deodorants, shaving supplies, and other grooming accessories. These range from daily essentials like shampoo, conditioner, and soap to specialized items for hair styling, skin hydration, shaving, and stubble care. The market has witnessed significant growth in recent years due to rising male grooming and personal care awareness along with growing demand for natural and organic men's grooming lines.
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About Author
Sakshi Suryawanshi is a Research Consultant with 6 years of extensive experience in market research and consulting. She is proficient in market estimation, competitive analysis, and patent analysis. Sakshi excels in identifying market trends and evaluating competitive landscapes to provide actionable insights that drive strategic decision-making. Her expertise helps businesses navigate complex market dynamics and achieve their objectives effectively.
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