Men Personal Care Market

Global Men Personal Care Market Size, Share & Industry Trends Analysis Report By Price Range (Low, Medium, and High), By Product, By Distribution Channel, By Regional Outlook and Forecast, 2023 - 2030

Report Id: KBV-18671 Publication Date: November-2023 Number of Pages: 822
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Market Report Description

The Global Men Personal Care Market size is expected to reach $238.7 billion by 2030, rising at a market growth of 6.8% CAGR during the forecast period. In the year 2022, the market attained a volume of 10,618.6 million Units experiencing a growth of 6.8% (2019-2022).

Online platforms offer extensive educational resources. Men can access articles, videos, and guides that provide insights into skincare routines, grooming tips, and product reviews, helping them make more informed decisions about the products they purchase. Therefore, Online Sales Channel segment generated $30,466.9 million revenue in the market in 2022. Many e-commerce platforms use algorithms to provide personalized recommendations based on a user's browsing history and previous purchases. This tailors the shopping experience and makes product discovery more targeted and relevant to individual needs. Owing to these aspects, there will be increased demand in the segment. Some of the factors impacting the market are rising celebrity endorsements and influencer marketing, increasing discretionary incomes and lack of education and awareness of men personal care.

Men Personal Care Market Size - Global Opportunities and Trends Analysis Report 2019-2030

Celebrity endorsements by influential figures and the impact of social media influencers have played a pivotal role in reshaping societal attitudes toward men's grooming and personal care. The endorsement of grooming products by male celebrities and influencers has helped break traditional stereotypes, encouraging men to embrace self-care and grooming as an integral part of their routine. Furthermore, celebrities and influencers often leverage their platforms to educate their followers about the significance of skincare, grooming routines, and the use of specific personal care products. Additionally, with rising disposable incomes, men have more purchasing power and financial flexibility. This financial empowerment allows them to allocate a larger portion of their budget to personal care products, grooming items, and skincare solutions. As a result, they are more inclined to invest in higher-quality and premium grooming products, seeking better efficacy, enhanced experiences, and superior ingredients. Brands offering luxurious experiences or exclusivity, such as upscale skincare lines or niche fragrances, benefit from this trend. Thus, the increasing endorsements of men’s grooming products through celebrities and influencers will aid in propelling the growth of the market and therefore, increased disposable income has been instrumental in fueling the growth of the market.

However, the absence of comprehensive education and awareness campaigns can result in lower male adoption rates for grooming and personal care products. This lack of knowledge might deter men from understanding the importance of specific skincare routines or haircare practices, leading to a reluctance to invest in such products. Reduced demand due to low awareness might impact the scope for product innovation in men’s personal care products. The market's response to male grooming needs might be limited due to a smaller demand, resulting in fewer product variations or advancements. Therefore, these aspects can limit the growth of market in the coming years.

Price Range Outlook

By price range, the market is divided into low, medium, and high. The low segment registered the largest revenue share in the market in 2022. Lower-priced products cater to individuals seeking grooming and personal care solutions without significant financial commitment. They offer accessible options for budget-conscious consumers or those looking for basic essentials without premium pricing. Low-priced options allow manufacturers to reach a broader audience, including students, young adults starting their grooming routines, or individuals with limited disposable income. Moreover, established brands are diversifying their product lines to include more affordable ranges.

Product Outlook

Based on product, the market is segmented into skin care, hair care, personal cleanliness, shaving, and others. The hair care segment procured a substantial revenue share in the market in 2022. Men are emphasizing hair care more as part of their grooming routine. There's a shift towards more frequent washing, conditioning, and styling, prompting an increased demand for hair care products. Men are increasingly interested in experimenting with various hairstyles and grooming trends, leading to a growing demand for styling products. The desire for well-groomed looks has significantly driven the sales of styling waxes, gels, clays, and other styling aids. These factors are expected to help in the expansion of the segment.

Men Personal Care Market Share and Industry Analysis Report 2022

Skin care Outlook

The skin care segment is divided into face & neck cream/lotions, body & head cream/lotions, and cleansers & moisturizers. In 2022, the face and neck cream/lotions segment witnessed the largest revenue share in the market. Men are more open to investing time and resources in skin care, including face and neck creams/lotions. This shift is fueled by the breaking down gender stereotypes and a growing acceptance of self-care practices among men. Men's desire for youthful and healthy-looking skin has increased the demand for anti-aging products. Face and neck creams/lotions often contain ingredients to reduce wrinkles and other signs of aging, catering to an audience interested in maintaining a youthful appearance. These factors are expected to help in the expansion of the segment.

Hair Care Outlook

The hair care segment is further divided into shampoo & rinses, hair gel, hair conditioner, hair sprays & creams, and hair dyes & colors. In 2022, the shampoo and rinses segment witnessed the largest revenue share in the market. The understanding that proper hair care leads to healthier and better-looking hair has increased demand for specific products like shampoos and rinses. Manufacturers have focused on developing specialized formulations with targeted ingredients to address various hair and scalp concerns. This may include natural ingredients, vitamins, proteins, and other compounds to improve hair health and address specific issues like hair loss, dryness, or scalp conditions. Therefore, these factors will boost the demand in the segment.

Product Type Outlook

Based on product type, the market is divided into french fries, hash brown, shapes, mashed, sweet potatoes/yam, battered/cooked, topped/stuffed, and others. In 2022, the sweet potatoes/yam segment witnessed a substantial revenue share in the market. The frozen sweet potato/yam segment has witnessed growth through the introduction of diverse product offerings. Fries, wedges, tots, and pureed sweet potatoes are among the frozen sweet potato products manufacturers have incorporated into their product lines. This diversity caters to consumer preferences and provides options for incorporating sweet potatoes into different meals. These aspects will help in the expansion of the segment.

Personal Cleanliness Outlook

The personal cleanliness segment is further segmented into fragrances, soaps, and body powder. In 2022, the fragrances segment acquired the highest revenue share in the market. Fragrances play a vital role in this expression, allowing men to convey their personality, style, and individuality. This change in perception has led to a greater acceptance and use of fragrances among men. Men's awareness and understanding of fragrances, notes, and how scents complement their style has increased. Men have become more discerning in their choices, seeking fragrances that align with their tastes and occasions, whether for work, leisure, or special events. Therefore, these aspects will pose lucrative growth prospects for the segment.

Shaving Outlook

The shaving segment is further analyzed across shaving cream, shaving lotion, shaving soaps, and others. The shaving cream segment attained the maximum revenue share in the market in 2022. The shaving cream segment has expanded with several products for different skin types. Brands offer shaving creams tailored for sensitive skin, those with moisturizing properties, natural or organic formulations, and even specific scents to appeal to diverse consumer preferences. These factors will help in the expansion of the segment.

Others Outlook

The other men personal care segment is sub segmented into mouth washes & breath fresheners, dental care tools, facial makeup, and others. In 2022, the mouth washes and breath fresheners segment witnessed the largest revenue share in the market. The availability of different scents and fragrances in body and face washes has attracted men who seek products that align with their personal preferences and leave a lasting, fresh sensation. There has been an increased emphasis on oral hygiene; as a part, breath fresheners have gained traction. Men are more conscious about fresh breath and maintaining good oral health. Owing to these factors, there will be increased growth in the segment.

Distribution Channel Outlook

On the basis of distribution channel, the market is fragmented into hypermarkets & supermarkets, specialty stores, convenience stores, online sales channel, and others. The hypermarkets and supermarkets segment attained the highest revenue share in the market in 2022. Hypermarkets and supermarkets offer a vast range of men's personal care items, including shaving products, skincare, hair care, and grooming essentials. This variety allows men to explore different brands, product types, and price ranges all in one place. Due to their purchasing power and volume discounts, these larger stores often offer competitive prices. Men can find deals, discounts, and promotions that might not be available in specialty stores, making their personal care purchases more cost-effective.

Men Personal Care Market Report Coverage
Report Attribute Details
Market size value in 2022 USD 141.8 Billion
Market size forecast in 2030 USD 238.7 Billion
Base Year 2022
Historical Period 2019 to 2021
Forecast Period 2023 to 2030
Revenue Growth Rate CAGR of 6.8% from 2023 to 2030
Number of Pages 822
Number of Table 1750
Quantitative Data Volume in Million Units, Revenue in USD Billion, and CAGR from 2019 to 2030
Report coverage Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Porter’s 5 Forces Analysis, Company Profiling, Companies Strategic Developments, SWOT Analysis, Winning Imperatives
Segments covered Product, Price Range, Distribution Channel, Region
Country scope
  • North America (US, Canada, Mexico, and Rest of North America)
  • Europe (Germany, UK, France, Russia, Spain, Italy, and Rest of Europe)
  • Asia Pacific (China, Japan, India, South Korea, Singapore, Malaysia, and Rest of Asia Pacific)
  • LAMEA (Brazil, Argentina, UAE, Saudi Arabia, South Africa, Nigeria, and Rest of LAMEA)
Companies Included Shiseido Company Limited, The Colgate-Palmolive Company, Kao Corporation, Avon Products, Inc. (Natura &Co Holding S.A.), Unilever PLC, The Procter and Gamble Company, The Estee Lauder Companies, Inc., Johnson & Johnson, Reckitt Benckiser Group PLC, and L'Oréal S.A.
Growth Drivers
  • Lack of education and awareness of men personal care

Regional Outlook

By region, the market is segmented into North America, Europe, Asia Pacific, and LAMEA. The North America segment procured the highest revenue share in the market in 2022. Growing health and wellness awareness among North American consumers has influenced their purchasing behavior. Men are increasingly interested in skincare, haircare, and grooming products that offered health and beauty benefits, leading to increased sales of specialized items catering to these needs. Online platforms allowed for easy access to various grooming products, making it convenient for consumers to explore and purchase items from the comfort of their homes. These factors will help in the future expansion of the segment.

Free Valuable Insights: Global Men Personal Care Market size to reach USD 238.7 Billion by 2030

The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Shiseido Company Limited, The Colgate-Palmolive Company, Kao Corporation, Avon Products, Inc. (Natura &Co Holding S.A.), Unilever PLC, The Procter and Gamble Company, The Estee Lauder Companies, Inc., Johnson & Johnson, Reckitt Benckiser Group PLC, and L'Oréal S.A.

Strategies deployed in the Market

  • Apr-2023: The acquisition of Tom Ford International LLC by The Estée Lauder Companies Inc. has been successfully concluded. Tom Ford International LLC is a renowned global luxury brand, celebrated for its exceptional women's and men's fashion, accessories, eyewear, and beauty products. In a strategic move, The Estée Lauder Companies Inc. intends to license the Tom Ford trademark to Ermenegildo Zegna N.V. for fashion and accessories, and to the Marcolin Group for eyewear. This strategic initiative is aimed at fostering the continued growth and evolution of the Tom Ford brand, solidifying its position as one of the foremost global luxury brands.
  • Dec-2022: Kao Corporation has introduced UNLICS, a new cosmetic brand targeting Gen Z. The brand has recently launched two products: UNLICS IMPRESS COLOR WEAR, a makeup base with four colour options and UNLICS AQUA HUG WATER, a refreshing lotion designed to provide a youthful skin sensation.
  • May-2022: Unilever UK Ltd, a division of Unilever Plc, has reached an agreement with Nutraceutical Wellness, Inc. (Nutrafol), a provider of nutraceutical supplements for hair growth. Unilever UK Ltd, currently holding a minority stake (13.2%) through Unilever Ventures, aims to acquire a majority stake in Nutrafol. This move is part of Unilever's strategy to enhance its portfolio of innovative wellness and supplement brands, particularly in the hair health segment.
  • Jun-2021: Unilever UK Limited, a subsidiary of Unilever Plc, has entered into an agreement with Paula's Choice, a global skincare company affiliated with TA Associates. The objective of this agreement is for Unilever UK Limited to acquire Paula's Choice, thereby enhancing Unilever's portfolio in the rapidly expanding premium skincare segment.
  • Feb-2021: Shiseido Company, Limited has unveiled new additions to its SHISEIDO MEN lineup, featuring the innovative "SHISEIDO MEN UltimuneTM Power Infusing Concentrate." This skincare series prioritizes the barrier function of male skin, utilizing Soft Shell Emulsification Technology for a non-sticky yet effective texture. The release also introduces two new makeup products, "SHISEIDO MEN Targeted Pencil Concealer" and "SHISEIDO MEN Eyebrow Fixer Duo," designed to enhance a positive impression.
  • Jan-2020: The Colgate-Palmolive has signed an agreement with Hello Products LLC, a Tenth Avenue Holdings portfolio company and a rapidly growing premium oral care brand. In this agreement, Colgate-Palmolive is set to acquire Hello Products LLC, aiming to broaden its influence among the younger consumer demographic by leveraging Hello's diverse product lineup, which includes toothpaste for both adults and children, mouth rinse, toothbrushes, and floss.
  • Dec-2019: The Estée Lauder Companies Inc. recently acquired Have & Be Co., Ltd., a company specializing in the production of perfumes, cosmetics, and toiletries. This strategic move by The Estée Lauder Companies aims to integrate the Dr. Jart+ and Do the Right Thing brands into their portfolio, enhancing their presence in the personal care and health segment and further solidifying their position in the market.
  • Jul-2019: The Colgate-Palmolive Company has entered into an agreement to purchase the Skin Care Business from FILORGA COSMETIC LABORATORIES, a French skincare brand founded by doctors. This strategic move is intended to augment Colgate's portfolio with a high-growth and profitable global skincare asset. Additionally, it positions Colgate to venture into the rapidly expanding and substantial travel retail sector.
  • May-2019: Unilever Plc has successfully finalized the purchase of Olly Nutrition, a U.S.-based company operating under US Health & Wellbeing, LLC, specializing in vitamin supplements and related products. This strategic acquisition is part of Unilever's efforts to reinforce its presence in the premium well-being sector, specifically in the Vitamins, Minerals, and Supplements (VMS) category.

Scope of the Study

Market Segments Covered in the Report:

By Price Range (Volume, Million Units, USD Billion/Million, 2019-2030)

  • Low
  • Medium
  • High

By Product (Volume, Million Units, USD Billion/Million, 2019-2030)

  • Skin care
    • Face & Neck Cream / Lotions
    • Body & Head Cream / Lotions
    • Cleansers & Moisturizers
  • Hair Care
    • Shampoo & Rinses
    • Hair Gel
    • Hair Conditioner
    • Hair Sprays & Creams
    • Hair Dyes & Colors
  • Personal Cleanliness
    • Fragrances
    • Soaps
    • Body Powder
  • Shaving
    • Shaving Cream
    • Shaving Soaps
    • Shaving Lotion
    • Others
  • Others
    • Mouth Washes & Breath Fresheners
    • Dental Care Tools
    • Facial Makeup
    • Others

By Distribution Channel (Volume, Million Units, USD Billion/Million, 2019-2030)

  • Hypermarkets & Supermarkets
  • Specialty Stores
  • Convenience Stores
  • Online Sales Channel
  • Others

By Geography (Volume, Million Units, USD Billion/Million, 2019-2030)

  • North America
    • US
    • Canada
    • Mexico
    • Rest of North America
  • Europe
    • Germany
    • UK
    • France
    • Russia
    • Spain
    • Italy
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Singapore
    • Malaysia
    • Rest of Asia Pacific
    • Brazil
    • Argentina
    • UAE
    • Saudi Arabia
    • South Africa
    • Nigeria
    • Rest of LAMEA

Key Market Players

List of Companies Profiled in the Report:

  • Shiseido Company Limited
  • The Colgate-Palmolive Company
  • Kao Corporation
  • Avon Products, Inc. (Natura &Co Holding S.A.)
  • Unilever PLC
  • The Procter and Gamble Company
  • The Estee Lauder Companies, Inc.
  • Johnson & Johnson
  • Reckitt Benckiser Group PLC
  • L'Oréal S.A.
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Frequently Asked Questions About This Report

This Market size is expected to reach $238.7 billion by 2030.

Rising celebrity endorsements and influencer marketing are driving the Market in coming years, however, Lack of education and awareness of men personal care restraints the growth of the Market.

Shiseido Company Limited, The Colgate-Palmolive Company, Kao Corporation, Avon Products, Inc. (Natura &Co Holding S.A.), Unilever PLC, The Procter and Gamble Company, The Estee Lauder Companies, Inc., Johnson & Johnson, Reckitt Benckiser Group PLC, and L'Oreal S.A.

In the year 2022, the market attained a volume of 10,618.6 million Units experiencing a growth of 6.8% (2019-2022).

The Skin care segment is generating highest revenue in the Market by Product in 2022;there by, achieving a market value of $64.6 billion by 2030.

The North America region dominated the Market by Region in 2022, and would continue to be a dominant market till 2030;there by, achieving a market value of $80.4 billion by 2030.



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