Men’s Personal Care Market

The men’s personal care market size was valued at around USD 166 Bn in 2022 and is expected to reach USD 233.5 Bn by 2031 expanding at a CAGR of 9.4% during the forecast period, 2023 – 2031. The growth of the market is attributed to the rising disposable income among the rural population.

Personal care is commonly referred to as the range of services that help the individual to maintain personal hygiene and appearance. Personal care products are skin moisturizers, serums, face creams, body lotions, shaving creams, hair creams, gels, deodorants, toiletries, and perfumes. The regime of personal care is increasing due to growing concern about body image, skin & hair health, and overall appearance among men.

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Men’s personal care products and usage is gaining traction as the market players are introducing new personal care products for men with customizations. Fashion industry is one of the factors which allowed men to openly talk and use personal care products and to be more concerned about their skin and hair health. According to an article published in the U.S. by Byrdie in May 2020, the average male population spends around USD 244 per month on skin care products for a good feel and looks.

Beauty standards around men are evolving. Gender stereotype is breaking and beauty product, are not only being designed for women but for men as well. Men’s interest in beauty products and personal care products is increasing due to social media influencers and the maintenance of self-appearance in public.

According to the survey by L.E.K. in the U.S. in 2021, 26% of the male population tends to purchase personal care and grooming products showcasing the high demand for personalized products among male consumers in the region.

Shaving and face care products account for 50% of male grooming products, however, body and hair care products are also boosting the growth of the market. According to the studies 177 new men’s grooming products were launched between 2018 to 2019. The study also emphasized that men use nearly nine beauty products in a day.

Appearance is becoming the most important aspect that defines the personality of men in the outer world. Preference for men’s make-up is ought to be more prevalent giving opportunities to key market players to design and launch male grooming products in the market. Further, it gave rise to a new trend of male grooming.

Brands and companies use social media platforms such as Facebook, Instagram, and YouTube to advertise and promote their products to consumers. For instance, Caldera + Lab announced the launch of a cleanser and moisturizer on social media.

COVID-19 pandemic moderately impacted the men’s personal care market size. Due to changes in purchasing patterns of consumers for grooming products and personal care products, the market saw a slight downfall. But with the increasing need for personal hygiene during the pandemic and to avoid the risk of getting infected the personal care product market came into the limelight again.

Men’s Personal Care Market Dynamics

Drivers

Easy availability of products in hypermarkets & supermarkets and e-commerce are likely to drive the market in the coming years. Moreover, increasing awareness regarding self-care and appearance among generation Z is rising the demand for men’s personal care products.

Growing technological innovations and developments in personal care products are driving the market. The influence of social media platforms and emerging fashion trends among the male population is one of the major factors boosting the market growth.

Restraints

High cost of personal care and grooming products is expected to restrain the market. Further, the growth of the market is also affected due to the easy availability of the first-copy products of high-end brands in the local market. This has reduced the revenue of original product brands hampering the global men’s personal care market.

Opportunities

Migration of the rural population into the urban areas is contributing to the consumption of men’s personal care products and has increased the consumer tendency for buying particular grooming products which in turn creates various growth opportunities for the key market players. However, the growing trend of self-grooming, body image, and hygiene is expected to drive the market in the projected period.

Rising demand for green and clean products has increased the trend for natural ingredient-based products among individuals. Growing consciousness in the young generation regarding ethical and eco-friendly production of grooming products is contributing to the growth of men’s personal care products.

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Scope of Men’s Personal Care Market Report

The global men’s personal care report includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.

Men’s Personal Care Market Segment Insights

Based on product, the men’s personal care market is divided into skin care, hair care, and personal grooming. The skin care segment is anticipated to dominate the market in the forecast period. Growing awareness in generation Z about skincare products and personal hygiene is increasing the launch of men’s skincare products such as lotion, moisturizers, face creams, serums, and face wash in the market. For instance, in December 2021, Vivalui launched men’s skin cleansers to deal with skin concerns such as dull dry skin, oily skin, redness, and irritation.

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On the basis of distribution channel, the market is classified as hypermarkets & supermarkets, pharmacy & drugstores, and e-commerce. The hypermarket & supermarket segment is expected to expand at a significant growth rate during the projected period, owing to the offering of demo products by shops to the consumers to choose from various brands before purchasing the products. Moreover, separate men’s care product sections are been set up in shops to attract male consumers. 

In terms of region, the global men’s personal care market is divided into Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. North America accounted for a key market share due to the presence of established manufacturers such as P&G and Unilever, which helps drive the market in the region. Increasing awareness regarding the benefits of personal care products among the young generation is expected to grow the market demand for men’s personal care products.

The Asia Pacific region is anticipated to expand at a rapid pace during the forecast period. High spending on personal care products in emerging countries owing to the increasing number of working men in the corporate sector and fashion industry is likely to drive the personal grooming and care products market in the region.

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Segments

The global men’s personal care market has been segmented on the basis of

Products

• Skin Care
• Hair Care
• Personal Grooming

Distribution Channel

• Hypermarkets & Supermarkets
• Pharmacy & Drugstores
• E-commerce

Regions

• Asia Pacific
• North America
• Latin America
• Europe
• Middle East & Africa

Key Players

• Edgewell Personal Care Company
• Coty Inc.
• Johnson & Johnson
• Estee Lauder Companies Inc.
• L’Oreal
• Unilever
• Kao Corporation
• Procter & Gamble
• Reckitt Benckiser
• Beiersdorf AG

Competitive Landscape

Key players in the global men’s personal care market are Edgewell Personal Care Company; Coty Inc.; Johnson & Johnson; Estee Lander Companies Inc.; L’Oreal; Unilever; Kao Corporation; Procter & Gamble; Reckitt Benckiser; and Beiersdorf AG.

These companies adopted development strategies including mergers, acquisitions, partnerships, collaboration, product launches, and production expansion to expand their consumer base worldwide.

• In March 2021, Procter & Gamble launched the Gillette SkinGuard razor, for sensitive skin and to prevent razor bumps. It is the first razor specifically designed to protect the skin from irritation and is best to style facial hair.
• In March 2021, Lumin launched an eco-friendly SPF protection moisturizer, the UV defense moisturizing balm. The moisturizer aims to protect men’s skin from harmful UV rays which can cause a serious long-term risk of skin discoloration.