Men's Grooming Appliances Market

Market Overview

The global men's grooming appliances market was valued at USD 7.6 billion in 2023. It is estimated to reach USD 9.6 billion by 2032, growing at a CAGR of 2.7% during the forecast period (2024–2032).

Men's grooming appliances are personal care equipment or products specifically developed to help men maintain their grooming regimens. These products are intended to assist men with various grooming duties, including shaving, clipping facial hair, styling hair, and overall personal hygiene. Men are spending more money on grooming products as perceptions about traditional masculinity evolve due to the rise of the metrosexual man and the growing influence of celebrities and influencers.

Furthermore, the increasing number of men's salons is increasing the demand for male grooming brands worldwide. Aside from that, certain market participants are producing new electrical items, such as shavers and razors, with unique performance characteristics based on cutting-edge technology. Furthermore, increasing men's salons would create opportunities to grow the men's grooming appliances market. Other prospects include the growing demand for safe, natural, and organic products as consumers become more aware of the detrimental consequences of certain chemicals. As a result, the market has plenty of room for expansion. However, limitations exist, such as strict manufacturing rules and numerous adverse effects of cosmetic items. These factors may harm market growth.

Market Dynamics

Global Men's Grooming Appliances Market Drivers

Changing Grooming Trends

Male grooming is no longer considered taboo, and more guys are realizing the benefits of maintaining a healthy grooming practice. Thus, men's growing acceptance and adoption of grooming regimens has increased demand for specialist grooming products. The beard fad has had a significant impact on men's grooming practices. Many men have adopted facial hair styles, ranging from full beards to well-groomed stubble. This trend has increased the need for beard trimmers, electric shavers, and grooming kits specifically designed for facial hair maintenance. Going into 2024, the world of facial hair takes on new dimensions, with a blend of classic charm and contemporary trends changing the aesthetics of men's beards. In terms of beard styling, 2024 emphasizes variety while being sophisticated. Throughout the year, various Bollywood celebs have aimed to sport beards of all kinds, crisp, elegant, and even disorderly.

Furthermore, influencers on platforms such as Instagram and YouTube significantly impact men's grooming trends. Many influencers post their grooming regimens, product evaluations, and styling suggestions, persuading their followers to purchase grooming tools. The hashtag #GRWM (Get Ready With Me) on social media platforms encourages men to follow cosmetics and skincare routines, contributing to the men's grooming appliance market trend.

Global Men's Grooming Appliances Market Restraints

High Cost of Advanced Appliances

High-end grooming tools with advanced features, including precision trimming, various attachments, and cutting-edge technology, are typically more expensive. For example, well-known manufacturers' high-end electric shavers or trimmers may cost more than superficial or manual equivalents. The cost of a beard trim varies according to the area, the barber's skill, and the services offered. A beard trim typically costs between USD 10 and USD 30, while high-end barbershops or salons may charge up to USD 50 or more.

According to Statista, the average price of men's grooming appliances in 2020 will vary greatly. For example, the average cost of an electric razor ranges from USD 30 to USD 200, depending on the brand and features. Men's grooming appliances come in a wide range of prices, with some starting at a little USD 18.99. For example, the Philips Norelco Multi Groomer All-in-One Trimmer Series 3000 retails for USD19.96. The Pritech Body Hair Trimmer retails for USD18.99. The Lawn Mower 4.0, a pubic hair trimmer, costs USD 18.99 + tax every three months. 

Moreover, the high cost of sophisticated grooming tools can limit their accessibility, particularly in regions or demographic groups with reduced purchasing power. This can lead to a segmented market in which expensive products target a specific consumer sector while more economical alternatives dominate the mainstream market.

Global Men's Grooming Appliances Market Opportunity

E-Commerce Expansion

Many grooming appliance makers have recognized the value of e-commerce platforms in reaching a larger audience. Companies progressively create a significant online presence through direct website sales or partnerships with large e-commerce platforms. E-commerce revenues are predicted to total USD 8.1 trillion by the end of 2024. In 2023, online beauty sales in the United States generated around 86 billion US dollars, while personal care sales generated nearly 54 billion US dollars. NielsenIQ found that during the COVID-19 outbreak, there was a significant surge in online sales of personal care and grooming items. Lockdowns, social distancing measures, and consumers' desire for contactless transactions have increased online buying.

Additionally, the convenience, accessibility, and rich product information on e-commerce platforms help drive up online sales of grooming appliances. Manufacturers can use digital marketing to improve their distribution channels, reach worldwide markets, and communicate with customers. As the e-commerce landscape evolves, grooming appliance makers must adjust their strategy to match developing online consumer expectations and provide a flawless online shopping experience, implement user-friendly interfaces, and ensure secure transactions, all of which help to foster confidence and loyalty among e-commerce customers.

Regional Analysis

The global men's grooming appliances market analysis is conducted in North America, Europe, Asia-Pacific, the Middle East and Africa, and Latin America.

Asia-Pacific Dominates the Global Market

Asia-Pacific is the most significant global men's grooming appliances market shareholder and is estimated to grow at a CAGR of 3.6% over the forecast period. The retail men's grooming appliance market has profited from the increase in disposable income among young people. In 2023, China's per capita disposable income was 39,218 yuan, or approximately USD 5,511. This represents a 6.3% increase from the previous year. Furthermore, urban Chinese men are becoming increasingly concerned about their appearance, fearing that having an untidy, unkempt appearance could jeopardize their chances of social and professional success. As a result, men's grooming in China has developed positively in recent years, with sales ranging from critical personal grooming items and equipment to skincare and cosmetics. Men in China are prepared to invest in products that improve the health and appearance of their hair and skin, and they are becoming more aware of the benefits of an advanced personal grooming routine. Men in China are becoming more eager to invest in things that enhance their attractiveness. In 2023, the men's beauty market in China is expected to be worth 18.9 billion yuan. This has driven the players to create new and creative products to enhance their market share further. 

Additionally, the rise of social media platforms such as Instagram and Facebook has increased Indian men's self-consciousness over their appearance. Kids can learn about celebrities' grooming habits and various new goods that offer specialized answers on these channels. Shahid Kapoor, a Bollywood actor, has consistently captivated viewers with his acting abilities. He has honed his acting technique and his fully-grown beard appearance. When he posted a photo of himself sporting a well-groomed Royal beard, his followers couldn't help but fawn. This style is highly adjustable and includes a chin strip and a mustache. Further, According to Mintel, 40% of Indian men use men's grooming products to raise their self-esteem, while 35% use them to enhance their appearance. 

Europe is anticipated to exhibit a CAGR of 3.7% over the forecast period. German electric shavers are becoming increasingly popular in Germany and worldwide because of their unique designs, cutting-edge technology, and excellent quality. Germany is a primary provider of electric shavers in the United States, Japan, and the European Union. Regional enterprises manufacture new grooming equipment to suit client demands and supply goods displaying relevant user data. 

Additionally, according to Cosmetica Italia, a personal care association, the use of aftershave products in Italy will rise by 2.4% in 2023. For example, Moser, a company of Wahl GmbH, released Li+Pro2 clippers and the Li+Pro2 micro contour trimmer. The new Li+Pro2 clippers are straightforward and provide essential usage information, such as speed settings, oil and cleaning notifications, and battery capacity. To accommodate consumer demand, firms that manage under-grooming brands supply products and services via social media platforms, such as guidance and recommendations. For example, Heist, a British brand, provides cutting-edge grooming kits, tools, and advice via YouTube tutorials.

North America is expected to grow significantly over the projection period. The US male population spends a lot of money on personal grooming products, and they are keen to try new ones, especially those that are convenient and have a personalized selection, which boosts product sales. This factor influenced the majority of enterprises to choose the United States as their primary market. 

In addition, according to the 2022 Beauty & Grooming Report, the average American spends between USD 26 and USD 50 monthly on beauty and grooming goods. Men in the country are increasingly using grooming products for various reasons. 60% of market customers regularly trim or shave their beards, while 80% value facial hair. People's willingness to spend money on their looks has grown nationwide, increasing the market potential for men's grooming gadgets.

LAMEA holds a significant market share. The demand for men's grooming equipment in LAMEA is increasing due to improved customer knowledge and increased awareness of goods and services via digital media and other channels. According to the United Nations Department of Economic and Social Affairs, the market for men's grooming goods in Brazil is quickly growing, with men accounting for 49.2% of total users. Colombia, Peru, Chile, and Uruguay are some of the most strong countries in South America. The remaining nations in the region are experiencing significant market expansion due to Latin America's changing lifestyle, shifting consumer preferences, increased disposable income, and growing concern for personal cleanliness.

Segmental Analysis

The global men's grooming appliances market is segmented based on type, distribution channel, and region.

The market is further segmented by type into Shaver, Styler/Trimmer, Epilator, and Hair Clippers.

Shaver occupies the largest share of the market.

The shavers segment dominates the market and is projected to increase at a CAGR of ~3.43% during the forecast period. A shaver is a grooming tool that uses oscillating or rotating blades to remove hair from the face or body. Electric shavers are popular among males because they are convenient and efficient. They are available in both foil and rotary forms to accommodate a variety of preferences. Foil shavers have a thin, perforated foil covering the blades, resulting in a close shave, whereas rotary shavers have circular blades that swivel to fit the contours of the face.

Styler/Trimmer

Stylers and trimmers are flexible grooming products that help people maintain and shape facial hair, such as beards and mustaches. These tools, which have changeable length settings, can help you attain a variety of beard styles and lengths. Some styles may additionally include attachments for precise trimming and detailing. They appeal to the growing trend of facial hair style and offer a more versatile approach to grooming than traditional razors.

The market can be further bifurcated by distribution channels into Supermarkets/Hypermarkets, Specialist Retailers, and Online Retail Stores.

Supermarkets/Hypermarkets influenced the market growth.

Supermarkets/Hypermarkets

Supermarkets and hypermarkets are classic brick-and-mortar retail stores where customers can explore and buy grooming appliances. These retail locations frequently stock diverse products, including men's grooming appliances, allowing customers to compare brands and models. Supermarkets and hypermarkets are ideal for spontaneous purchases, and the in-store experience will enable customers to contact the products before deciding. In 2023, supermarket turnover increased by 8.9%, with hypermarkets up 12.4% and smaller supermarkets up 7.2%. This distribution channel benefits from the trust of well-known retail chains and offers a one-stop shopping experience for various household necessities.

Online Retail Stores

Online retail stores, sometimes called e-commerce platforms, have become a vital distribution route for men's grooming products. Consumers may browse and purchase products from the comfort of their homes, with the added convenience of doorstep delivery. Online retail stores have many grooming appliances, and shoppers can compare costs, read reviews, and obtain complete product information. E-commerce platforms' global reach, accessibility, and promotional opportunities have propelled the growth of online purchasing. This distribution channel targets tech-savvy clients who appreciate the convenience of online transactions and doorstep delivery.

Recent Developments

• January 2024 - Native, the pure personal care brand, is launching its newest invention and category extension, Whole Body Deodorant. Sometimes stink extends beyond your underarms—this new line includes deodorant sprays and basic deodorant sticks to provide new methods to combat odor from the pits to the toes.
• January 2024 - The L'Oréal Groupe announced AirLight Pro, a next-generation hair drying tool built in collaboration with professional stylists for beauty professionals and home use.
• May 2023 - Philips announced OneBlade QP1424, empowering young Indians to walk fearlessly while grooming their beards.