23 Jul, 2026
According to Straits Research, the global men's intimate care products market size was valued at $15.54 billion in 2025 and is projected to grow from $16.97 billion in 2026 to $34.44 billion by 2034 at a CAGR of 9.25% during the forecast period 2026–2034.
A key factor driving the global men's intimate care products market is the changing societal attitude toward male grooming and personal hygiene. Today’s men, particularly those in urban settings, are becoming more concious of the importance of maintaining cleanliness and comfort in intimate areas. This change reflects a broader shift in the concept of masculinity, where self-care is increasingly seen as a sign of confidence and well-being rather than a taboo subject.
The rising focus on hygiene and health has led to greater demand for specialized products that address common concerns such as sweat, odor, and skin irritation. Moreover, digital media and male grooming influencers have played a crucial role in normalizing intimate care discussions, boosting consumer awareness and acceptance. With wellness routines becoming a regular part of men’s lifestyles, this trend is expected to fuel ongoing growth and innovation in the men’s intimate care segment.
The global surge in disposable income is a major driver for the market’s expansion. As men, particularly in urban and semi-urban regions, gain greater financial independence, their inclination to invest in personal grooming and hygiene products grows notably. The expanding middle class in developing nations, along with increased purchasing power among millennials and Gen Z, is fueling demand for specialized personal care products.
This improved financial capacity is opening new avenues for brands to diversify their offerings and enter premium segments of the market.
Educational initiatives offer a substantial growth opportunity in the global market, particularly in regions where male hygiene remains a taboo subject. Such campaigns can play a crucial role in breaking social stigmas and encouraging open discussions around intimate care. By framing personal hygiene as an essential part of overall health, companies can strengthen their positioning as champions of men’s well-being.
These kinds of awareness efforts can boost product usage, enhance brand credibility, and foster long-term consumer loyalty in the male hygiene market.
In North America, the men’s intimate care products market is experiencing robust expansion, driven by shifting cultural attitudes and increasing health awareness. Consumers in the U.S. and Canada are showing greater willingness to invest in personal hygiene, with a particular rise in demand for intimate washes, anti-chafing creams, and grooming wipes. Major retail chains like CVS and Walgreens have expanded shelf space for male hygiene products, while brands such as BALLS Co. and Manscaped are using influencer marketing and subscription models to attract younger consumers.
According to a 2024 Mintel report, over 60% of U.S. men aged 18–34 have tried or are open to using intimate grooming products. Additionally, rising awareness of conditions like jock itch and skin irritation has made functional intimate care a priority, creating opportunities for dermatologically tested, fragrance-free formulations tailored to North American preferences.
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