The global male grooming products market was worth US$ 65 Billion in 2019. Grooming products help individuals to maintain their overall hygiene and physical appearance. In recent years, the male grooming patterns have changed with a significant emphasis on personal appearance, clothing, and beauty treatments. Earlier, male grooming products were limited to shaving creams, deodorants, aftershave colognes and shampoos. However, as men are becoming more individualistic in terms of developing their style, several products have been introduced for them. These products range from skincare essentials, such as moisturizers, facial creams, face masks and anti-aging products, to cosmetics including bronzers and concealers.
As the attitude toward traditional masculinity has changed, owing to the rising trend of the metrosexual man and the increasing influence of celebrities and influencers, men are now extensively investing in grooming products. Moreover, a rise in the number of men’s salon is spurring the demand for male toiletries across the globe. Apart from this, several market players are coming up with innovations in electrical products, such as shavers and razors, by adding new performance features built on the latest technologies. From basic blades to body groomers and electric shavers, their product offerings have expanded, which in turn has provided a positive thrust to the market growth. The leading companies are also investing in marketing campaigns and promoting their products on social media platforms such as Facebook, Instagram and Snapchat. Looking forward, IMARC Group expects the market to exhibit moderate growth during 2020-2025.
Breakup by Product:
Male toiletries currently represent the most popular products. Some of the popular products in this category include deodorants, haircare, skincare, and shower products.
Breakup by Price Range:
Mass products hold the largest market share across the globe since. They are preferred over premium products on account of their easy availability and affordability.
Breakup by Distribution Channel:
Amongst these, male grooming products are majorly distributed through supermarkets and hypermarkets as these stores provide a diverse variety of products from multiple brands.
Region-wise, Europe holds the leading position in the market. The high living standards, coupled with the increasing demand for authentic and personalized male grooming products, are stimulating the growth of the market in the region.
The market is highly concentrated in nature, with the presence of a handful of players operating in the market, which include Procter & Gamble Company, Unilever PLC/NV, Edgewell Personal Care Company, Beiersdorf AG, LVMH Moët Hennessy – Louis Vuitton SE, L’Óreal SA, Coty, Inc., Botica Comercial Farmaceutica Ltda, Natura Cosmeticos SA (NATURA), PUIG, SL, Koninklijke Philips NV, and Panasonic Corporation.
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