Men’s Grooming Products Market Projected to Hit US$ 135.5 Bn

The global men’s grooming products market is poised for remarkable growth, with its valuation expected to surge from US$68 billion in 2024 to US$135.5 billion by 2031, registering a CAGR of 7.8% over the forecast period. The market is experiencing a significant transformation, driven by personalization trends, increasing awareness about male grooming, and a growing preference for natural and organic products.

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Key Market Highlights:

• Personalized grooming solutions are attracting a wider consumer base, significantly contributing to market expansion.

• The rising demand for natural and organic products is influencing purchase decisions across all categories.

• Global acceptance of male grooming and self-care has fueled market growth.

• Asia Pacific dominates the global market, holding the highest market share.

Market Overview: Trends Driving Growth

Personalization and Customization Fuel Market Expansion

One of the major trends shaping the men’s grooming industry is the increasing preference for personalized and customized grooming products. Consumers are looking for tailored skincare and haircare solutions that cater to their unique needs. With advancements in AI-powered skin diagnostics and customized product formulations, brands are offering bespoke solutions that enhance customer engagement. This trend is expected to continue, further driving market expansion.

The Surge in Demand for Natural and Organic Products

Health-conscious consumers are shifting toward grooming products that are free from harmful chemicals, artificial fragrances, and preservatives. Brands that emphasize transparency in ingredient sourcing and sustainable production processes are witnessing a surge in popularity. Eco-friendly and cruelty-free grooming products are gaining traction, aligning with consumer preferences for ethical and sustainable options.

The Rise of E-Commerce and Online Shopping Trends

The digital revolution has transformed how men purchase grooming products. Online platforms and e-commerce channels have significantly contributed to market growth, offering consumers convenient access to a wide range of products. The increasing trend of direct-to-consumer (DTC) brands is further reshaping the competitive landscape, providing more choices to consumers while enabling brands to establish a strong online presence.

Regional Insights: Asia Pacific Leads the Market

The Asia Pacific region is projected to account for 38% of the global market share by 2024, driven by rising consumer awareness and increasing disposable incomes. The growing trend of skincare routines among men in China, India, and Southeast Asia has fueled the demand for grooming products. Additionally, the rapid adoption of e-commerce for personal care goods is further accelerating market growth in this region.

Category Insights:

Skincare Segment Dominate:The skincare segment holds the largest market share, accounting for 35% in 2024. Men are increasingly recognizing the importance of skincare, leading to a rise in demand for moisturizers, cleansers, anti-aging creams, and sunscreens. Studies show that 83% of men aged 65 and above prioritize skin maintenance, highlighting a shift in male grooming habits across different age groups.

Distribution Channel Analysis: Supermarkets Dominate

Supermarkets lead the market, accounting for 45% of total sales in 2024. Consumers prefer physical retail outlets due to the availability of a wide range of grooming products and the ability to compare products before purchasing. However, the growing influence of e-commerce platforms is reshaping market dynamics, particularly in urban areas where convenience plays a crucial role in consumer choices.

Historical Growth and Future Outlook

From 2019 to 2023, the men’s grooming products market witnessed a CAGR of 5.7%, driven by shifting consumer attitudes and increasing awareness regarding personal care. Urbanization, rising disposable incomes, and social media influence played a crucial role in shaping market trends. The demand for premium grooming products, including luxury skincare and shaving essentials, gained significant momentum during this period.

Looking ahead, the market is expected to continue its upward trajectory, driven by:

• Innovative grooming technologies, such as AI-driven skin analysis.

• Expansion of male-specific product lines by leading cosmetic brands.

• The rising influence of sustainability, with a growing preference for eco-friendly grooming products.

Market Growth Drivers

Increasing Awareness and Acceptance of Male Grooming

Traditional grooming habits are being redefined as men across the globe embrace self-care and personal grooming. Influenced by social media, celebrity culture, and male grooming influencers, more men are incorporating skincare and haircare routines into their daily lives. This shift is driving demand for a broader range of grooming products, including beard care, anti-aging treatments, and styling essentials.

The Shift Toward Natural and Organic Grooming Solutions

The transition to natural and organic grooming products is gaining momentum as consumers become increasingly conscious of health and environmental concerns. The demand for paraben-free, sulfate-free, and cruelty-free products is rising, leading to an influx of brands focused on sustainability. Companies that offer ethical and environmentally friendly grooming solutions are witnessing strong customer loyalty and brand engagement.

Challenges and Restraints

Intensified Competition and Brand Saturation

The grooming industry is highly competitive, with both established players and new entrants vying for market share. The influx of brands has led to price competition, making it difficult for premium brands to differentiate themselves. Companies must continually innovate and enhance their product offerings to maintain a competitive edge.

Price Sensitivity and Economic Fluctuations

Despite growing demand for premium grooming products, price sensitivity remains a key challenge, particularly in emerging economies. Economic downturns and fluctuations in disposable income can lead consumers to opt for budget-friendly alternatives, impacting the premium segment’s growth.

Future Opportunities: Innovation and Customization

The demand for personalized grooming products presents a significant opportunity for brands looking to differentiate themselves. AI-driven skin diagnostics, subscription-based grooming kits, and customized skincare formulations are gaining popularity. Consumers are willing to invest in products that provide tailored solutions, reinforcing the trend toward self-care and wellness.

Competitive Landscape

The men’s grooming products market is dominated by leading brands, including:

• Procter & Gamble Co

• Unilever PLC

• L’Oréal S.A

• Beiersdorf AG

• Johnson & Johnson Private Limited

• Colgate-Palmolive Company

• Reckitt Benckiser

• ITC Limited

• Edgewell Personal Care Co

• Estee Lauder Companies, Inc.

The competitive landscape is evolving with the emergence of direct-to-consumer brands and niche grooming startups that focus on customization, sustainability, and high-performance grooming solutions.

Recent Industry Developments

• May 2023 – Scent Beauty Inc. expanded its partnership with Stetson to launch Stetson’s men’s hygiene products in the West American market.

• September 2022 – Michael Strahan introduced a new skincare collection for men, featuring a hydrating face and beard wash, clear shave lotion, and conditioning beard oil.

Market Segmentation

By Product:

• Skincare

• Hair Styling

• Accessories

By Distribution Channel:

• Online Channels

• Supermarkets

• Retail Stores

By Type:

• Mass

• Premium

By Region:

• North America

• Latin America

• Europe

• South Asia & Oceania

• East Asia

• The Middle East & Africa

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