The global men's grooming appliances market size was valued at USD 6,163.92 million in 2021. It is projected to reach USD 7,786.21 million by 2030, growing at a CAGR of 2.63% during the forecast period (2022-2030). The term "male grooming" refers to the practice of males paying attention to their personal appearance and grooming by current trends. The tools used by men to groom themselves include those that assist with tasks like shaving their faces and hair trimming. Fashion, beauty, and hairstyle trends are increasingly being created and popularized on social media. In order to attract consumers' attention, there are more and more instances of product and brand promotions, including commercials for men's grooming appliances, on numerous media platforms.
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Growing Interest in Physical Appeal
The market for male grooming equipment is expanding due to growing male interest in increasing their physical appeal. Sales of grooming tools that provide a practical outcome that is possibly difficult to achieve manually are significantly impacted by the quickly evolving mustache and beard trends highlighted in movies and catwalks. American men frequently use electric shavers since the region's consumers are primarily drawn to the clean-shaven appearance, which forces them to do so regularly. Additionally, the consumer's top pick in shaving equipment offers the smoothest experience. Increasing expenditure on men's grooming items, including gadgets like electric hair clippers, trimmers, and shavers, is anticipated to affect market growth positively. For instance, an article in the Economic Times claims that Indian men spend about 14 minutes grooming their hair and 12 minutes beautifying their faces.
Rising Number of Counterfeit Goods
The introduction of counterfeit goods in the marketplace has seriously endangered the economy. According to the Organization for Economic Co-operation and Development, the top five fake goods produced globally are personal care appliances. Men's grooming products that are counterfeit or duplicated can be purchased for a fraction of the cost of those offered by organized market players. Players are taking action to remove fake goods from the market. Since buyers mistake these fake goods for the real thing, this diluting of genuine brands is another effect of these counterfeit goods. As a result, the market's growing acceptance of fake goods impacts reputable businesses' sales and brand recognition. In addition, illegal dealers are increasingly selling non-warranty, non-resaleable grooming appliances. Additionally, these sellers of counterfeit goods are exempt from paying federal excise taxes on their items.
Significant Investments by Market Players
Market players focusing on appliance innovation have poured a lot of investments into the men's grooming appliance market. These cutting-edge goods provide improved benefits to differentiate a company's goods from competitors, fix problems with conventional grooming goods, and adjust to changing consumer preferences. The market for grooming tools is expanding as a result of these innovations. New strategic alliances and rising emerging markets will also act as market drivers and increase favorable opportunities for the industry's growth rate.
The global men's grooming appliances market is segmented by type and distribution channel.
Based on type, the global men's grooming appliances market is bifurcated into shavers, stylers/trimmers, epilators, and hair clippers.
The shavers segment is the highest contributor to the market and is expected to grow at a CAGR of 3.43% during the forecast period. Electronic shavers have evolved into an essential grooming item, even for guys who prefer to shave their faces with razors or have thick facial hair. Innovative shavers with smooth blades, waterproof construction, extended battery life, and other features dominate the market. Shaver's are gaining popularity despite not being as effective as razors and requiring a touch-up shave a few days sooner. This is because they can be used once or twice a week and do not nick, cut, or infect the skin's surface. One of the significant trends in the market for shavers is the elimination of body hair, caused mainly by the rising number of metrosexual men. One of the most popular hair removal techniques is waxing, even though it is more expensive than shaving. Additionally, as consumers use waxing services more frequently, their overall prices also grow, increasing the need for global shaving. Shaver's also make removing hair from tight body regions more comfortable.
Men's grooming practices prioritize preserving their facial hair or beards after their head hair. The category of stylers/trimmers in the market for men's grooming appliances has been primarily driven by the need to maintain a fashionable or understated beard look. The speed at which the trimmer's blades can cut through the beard hair without a second pass is usually the reason for this efficiency and precision. Consumers can choose from custom-length settings with 0.5mm-1mm precision and length settings as high as 40mm with the latest generation of stylers/trimmers. One of the most popular grooming tools among teenagers and young people who have started their facial routines and wish to avoid razor blade shaving is the beard styler/trimmer. It has become the ideal option for those who shave/trim their beard less regularly.
Based on distribution channels, the global men's grooming appliances market is bifurcated into supermarkets/hypermarkets, specialist retailers, online retail stores, and other distribution channels.
The supermarkets/hypermarkets segment owns the highest market share and is expected to grow at a CAGR of 3.43% during the forecast period. Supermarkets and hypermarkets are among the leading channels for selling men's grooming products worldwide because of their expansive retail area that caters to a wide range of preferences. The increasing market share of the hypermarkets/supermarkets segment has increased the demand for buying products in bulk since consumers want to make fewer trips to the store and receive more for their money. As a result, sales of electronic appliances, including tools for men's grooming, have surged globally.
Additionally, clients benefit from shopping at such retail establishments since they offer attractive discounts and promotions. Factors like business growth and the increase in supermarkets and hypermarkets boost these retail formats' sales and significantly impact the market for men's grooming products. For instance, the most significant expansion in six years was the opening of 134 new Walmart locations in Mexico. Electronic shelves of these stores make the ideal distribution channels for men's grooming products because of the influx of expanding supermarket/hypermarket retail channels in developing countries like India, China, Brazil, and others.
The internet retail industry has grown significantly in recent years despite still being relatively small, and it has a promising future in the following five years. The main factor driving the development in sales through online commerce is the convenience it provides consumers, who find it simple to select their favorite brands and also receive access to a broad choice of electronic equipment and appliances, including shavers and trimmers. The potential for increased electronics sales through online channels has compelled online retailers to enhance the security and dependability of their purchasing procedures, which has, in turn, increased demand for electronic goods. Vendors are leveraging the rise of online distribution by using tactics for major positioning and content marketing. The vast majority of brands sell their goods on their websites. To effectively reach the market for men's grooming appliances, brands only rely on e-commerce platforms.
The global men's grooming appliances market is bifurcated into four regions, namely North America, Europe, Asia-Pacific, and LAMEA.
Asia-Pacific Dominates the Global Market
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Asia-Pacific is the most significant shareholder in the global men's grooming appliances market and is expected to grow at a CAGR of 3.65% during the forecast period. The retail men's grooming appliance industry has benefited from the rise in disposable earnings held by young people. Urban Chinese men are becoming more sensitive about their looks and fear that having an untidy, ungroomed appearance may hurt their prospects of achieving social and professional success. As a result, men's grooming in China has grown positively over the past several years, including selling everything from essential personal grooming items and equipment to skincare and cosmetics. Men in China are willing to invest in products that can enhance the health and appearance of their hair and skin, as well as a growing awareness of the advantages of an advanced personal grooming routine. This has prompted the players to introduce new and innovative products to increase their market share further. The popularity of social media platforms like Instagram and Facebook has made Indian men more self-conscious about their appearance. As a result, there has been an increase in interest in men's grooming. On these platforms, they are exposed to celebrities' grooming routines and a wide range of new products that provide specific solutions.
Europe is expected to grow at a CAGR of 1.34%, generating USD 1,229.74 million during the forecast period. German electric shavers are becoming more and more well-known in Germany and abroad due to their distinctive designs, cutting-edge technology, and high quality. Germany is one of the major suppliers of electric shavers to the United States, Japan, and the European Union. Regional companies are developing new grooming equipment, offering goods that display pertinent user data to meet customer needs. For instance, Li+Pro2 clippers and the Li+Pro2 tiny contour trimmer were introduced by Moser, a division of Wahl GmbH. The new Li+Pro2 clippers are simple and display useful usage information, including speed settings, oil and cleaning notifications, and battery capacity. To meet consumer demand, businesses that operate under-grooming brands introduce items and provide services through social media platforms, such as advice and suggestions. For instance, Heist, a British company, offers cutting-edge grooming kits, tools, and advice through its YouTube tutorials.
North America is anticipated to grow significantly during the forecast period. The US male population spends a lot of money on personal grooming goods, and they are eager to use new items, especially those that are convenient and have a tailored selection, which propels product sales there. Most businesses chose the United States as their primary market because of this aspect. Due to various factors, men are increasingly using grooming products in the country. 60% of market customers regularly trim or shave their beards, while 80% of customers value facial hair. People's tendency to spend money on appearance has expanded throughout the nation and has further increased the men's grooming appliances market potential.
The demand for men's grooming equipment in LAMEA is rising due to factors including customer understanding and increased awareness about goods and services through digital media and other sources. According to the United Nations Department of Economic and Social Affairs, the market for men's grooming products in Brazil is expanding rapidly, with men accounting for 49.2% of all consumers in the country. Colombia, Peru, Chile, and Uruguay are a few powerful nations taken into account in the rest of South America. The rest of the countries in the region are seeing considerable market expansion due to South America's improving lifestyle, shifting consumer preferences, rising disposable income, and growing concern for personal cleanliness. Remington, Philips, Conair, Oster, Suprent, Andis, Pecham, Hatteker, Miserwe, Riwa, Jim, Siminiker, BroadCare, Panasonic, and Norelco are creating products as part of strategic growth and to grasp untapped potentials.