Beauty and personal care items are not just for women but are for men also. The men’s grooming industry is booming as men have become increasingly educated about personal care products such as skin care, hair care, and other personal grooming items. For the last 25 years, the beauty industry was totally gender-biased with personal care products. Almost 80-90% of sales of major beauty companies were totally based on woman’s beauty and personal care products. There were no other dedicated brands for men’s personal care products till the last 4-5 years.
The demand for men’s personal care products is increasing as men are becoming more aware of their skin and care. One of the key elements for change in attitude for any man is a grooming kit. The change with growing awareness about being well-groomed and experiencing greater self-confidence by looking good and for that the demand for personal care products is growing day-by-day
Every day a new personal care brand is getting launched in the global market. As per Statista, Vaseline which is owned by Unilever is the most popular brand for male cosmetics in the U.S. Next in line is Bath & Body Works which incorporates a brand awareness of 80%.
Many types of personal care and grooming products for men are available in the global market. Some of the products besides shaving ones got acceptable such as face wash, face scrubs, moisturizers, and sunscreens. The growing trend of different types of fragrances and perfumes and hair care products is one of the main reasons for the rapid growth in demand for men’s personal care products.
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. Customers can easily get all the personal care products at all the supermarkets, E-commerce, pharmacies & drugstores, and hypermarkets. The E-commerce segment is one of the main reasons for the ongoing boom in the men’s personal care market.
Market Insight
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.
The easy availability of all the personal care products at supermarkets, hypermarkets, and e-commerce platforms is driving the market. Major manufacturing companies are developing new developments in men’s personal care products that can create new opportunities for the men’s personal care market in the coming years.
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.
Key players competing in the global market are Edgewell Personal Care Company; Coty Inc.; Johnson & Johnson; Estee Lauder Companies Inc.; L’Oreal; Unilever; Kao Corporation; Procter & Gamble; Reckitt Benckiser; and Beiersdorf AG.
