Shift in Perception Catalysing the Global Male Grooming Products Market

Personal grooming has become a vital part of life in every person’s life, especially in the professional sector where people want to create a positive impression. Grooming varies from clipped nails and trimmed hair to wearing a cologne and use hair products. A change in attitude about traditional masculinity has led to a positive demand for grooming products among the male population. Some of these products include shampoos, shaving creams, deodorants, after shave colognes, moisturisers, concealers, serums, face masks, facial creams, bronzers and anti-ageing products.

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A shift towards elaborate grooming routine along with the introduction of diverse products for men has spurred the demand for male grooming products across the world. This has been further supported by growing consciousness about outer appearance and personal wellness among the male consumers. Moreover, rising penetration of media and celebrity endorsements have created a societal pressure to always look good which is boosting the consumption of male grooming products. In order to expand the consumer-base of male grooming products, manufacturers are coming up with customised products catering to the specific requirements of the consumers. According to IMARC Group, the global male grooming products market size reached more than US$ 57 Billion in 2017. Looking forward, the market is expected to reach a value of US$ 78.6 Billion by 2023, projecting a CAGR of 5.3% during 2018-2023.

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Male Toiletries: Most Popular Segment

Male grooming products mostly include male toiletries, electric products, after shave lotions and others. Amongst these, male toiletries such as deodorants, hair and skin care products, etc. are mostly used by the consumers. Adverse environmental conditions have increased various skin problems which has given a thrust to the demand for sun-care and anti-ageing creams. Other factors such as maintaining a long-lasting impression to uplift the social status and inflating income levels have created a strong demand for male grooming products worldwide.

Mass Products Hold the Largest Market Share

According to the price range, mass products are preferred by the consumers as they are easily available at an affordable cost. As a result, low- and medium-income groups usually prefer mass products over premium products. Nonetheless, premium products are also gaining traction, particularly in high-income groups, due to greater emphasis on quality and personalization which is not offered by mass products.

Largest Distribution Channel: Pharmacy Stores

Male grooming products are majorly distributed through pharmacy stores. They provide an access to a pharmacist who can give a brief detail about any product in the store. Other major distribution channels include supermarkets and hypermarkets, and online stores. Availability of a chock-full of varieties from different brands has majorly attracted the consumers to buy grooming products from supermarkets and hypermarkets. Online retail is also gaining prominence as a result of rising internet penetration, availability of everyday discount offers and benefits such as elimination of geographical limitations.

Europe Represents the Biggest Market

One of the major markets of male grooming products is Europe due to a rise in the population of metrosexual men in the region. As they spend a considerable amount of money on grooming products, the market is experiencing a positive growth. Besides Europe, other major regions for male grooming products include Asia Pacific, North America, Middle East and Africa, and Latin America.

According to the male grooming products analysis, it has been found that the market is fragmented in nature due to the presence of a large number of manufacturers. Some of the key global players operative in this market include Edgewell Personell Care Brands, Beiersdorf, Unilever, LVMH, Coty, Botica Comercial Farmaceutica, LÓreal, Natura Cosmeticos, Puig, Philips and Panasonic.

About IMARC Group: IMARC Group is a leading market research and consulting company that offers management strategy and market research worldwide. The company has done multiple projects on the male grooming products industry, which has enabled the clients to successfully set up and expand their businesses. Some of the company’s offerings include:

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