The global men’s personal care market size was valued at USD 30.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030. The growing demand for gender-specific products such as shampoos, conditioners, shaving creams, and face masks and peels by men is expected to positively impact the market. Moreover, the flourishing e-commerce sector is anticipated to boost market growth further. The COVID-19 pandemic is likely to slow down the growth of the market in the near term. Since most of the brick-and-mortar stores were shut down for many weeks, there was the rising popularity of home remedies for skincare among consumers. Since many consumers could not have access to products of their choice, these home remedies comprising all-natural household ingredients gained popularity.
Personalized products have been gaining traction among consumers in the U.S. According to the survey by L.E.K. in the U.S. in 2021, 26.0% of all men purchase their personal care products instead of having a significant other or family member do it for them. With growing consumer inclination for specific grooming products is expected to witness significant demand over the forecast period. Increasing investments in the research and development of products, coupled with the rising trend of natural ingredient-based products, have encouraged manufacturers to launch new products. For instance, in May 2020, Bulldog Skincare, a well-established men’s grooming products manufacturer in the U.K., has launched a sustainable bamboo-made razor for sensitive skin.
There has been escalating demand for products performing numerous functions along with their traditional ones, such as shaving creams or lotions that have a moisturizing effect, and moisturizers with sun protection. This is likely to contribute to the growth of the men’s personal care products market during the forecast period. For instance, Dr. Rashel Active Energy All in One face cream can be used for aftershave, sunscreen, and moisturizer. The rising disregard of gender binaries among Generation Z consumers is one of the major growth opportunities offered by the market. With increasing awareness among men regarding personal grooming products, men are now more than willing to indulge in personal grooming as a part of self-care. For new brands entering the market, introducing more male models as part of the photoshoot for unisex products is proving to be beneficial.
The skin care products segment dominated the market for men’s personal care and held the largest revenue share of 45.6% in 2021. The segment is expected to maintain its dominance over the forecast period. The growing use of products such as creams, face wash, and serums has resulted from an increase in product launches in the men's skin care segment. For example, in December 2021, Vivalui launched skin cleansers for men with skin concerns such as oily skin, dull dry skin, redness, and irritation. According to a Byrdie article published in May 2020, in the U. S., the average male spends approximately USD 244 per month on skin care products, with facial moisturizers accounting for the majority of the money spent. The growing awareness of men's skincare products is predicted to increase demand in the upcoming years.
However, the personal grooming segment is projected to register the fastest CAGR of 11.0% in the market for men’s personal care from 2022 to 2030. Shaving products are commonly utilized by teenagers and office workers to keep their beard styles as desired. Increased spending on personal grooming is likely to drive the market for men’s personal care. Consumers are changing their shaving habits as a result of their growing desire for a trimmed beard over a clean shave. According to the survey conducted by OnePoll in November 2019, 75% of Americans feel more confident with facial hair and dedicatedly spend on maintaining the desired beard. This scenario is expected to bring a positive impact on the market.
The supermarkets and hypermarkets segment dominated the market for men’s personal care and accounted for the largest revenue share of over 51.1% in 2021. These stores have been focusing on offering a detailed demo of products in person and offering them a facility to choose from numerous brands before making a purchase. Moreover, an increasing number of manufacturers have been offering men’s personal care products, such as shaving products, by keeping a dedicated section for men.
The e-commerce segment is projected to register a CAGR of 9.9% from 2022 to 2030. Rising internet penetration amongst consumers and target marketing done by companies to reach all customer touch-points are likely to fuel the growth of this segment. Moreover, e-commerce brands such as Nykaa announced in October 2020, that they will be offering men’s category grooming products. The increasing visibility across various platforms is expected to bring a positive impact. The pharmacy and drugstores segment is projected to register a CAGR of 9.2% from 2022 to 2030. A majority of the consumers rely on pharmacists and drugstore attendants to help them navigate through the multitude of products available and at times, to enquire about the application of such products. Numerous market players prefer to sell their moisturizers, face washes, etc., through these stores as they offer more accountability concerning overall customer service.
North America dominated the market for men’s personal care and accounted for the largest revenue share of over 34.0% in 2021. The presence of established manufacturers such as Procter & Gamble and Unilever, along with the growing infrastructure facilities for retailers, is expected to support this market’s growth in the region. The increasing awareness about the benefits of using men’s personal care products like face washes and moisturizers, for cleansing the face and eliminating dirt, is also aiding this market’s growth. Asia Pacific is expected to witness a CAGR of 9.4% from 2022 to 2030. The high spending on personal care products in countries such as South Korea, China, Japan, and India owing to the increase in the number of working men, especially in the corporate sector and fashion industry, has driven the demand for personal care and grooming products among men in developing economies, including China and India.
In Europe, the market for men’s personal care is expected to witness a CAGR of 9.2% from 2022 to 2030. Countries with a strong farm-based manufacturing history, such as Germany and France, have an international reputation for sustainable and organic men’s personal care brands. Melvita, Biotherm, and Vicky are among the leading organic men’s personal care brands in France. Such sustainable trends in Europe are projected to witness sustained value growth during the forecast period.
The market includes both international and domestic participants. Key market players focus on strategies such as innovation and new product launches in retails about natural products to enhance their portfolio offering in the market.
In March 2021, Procter & Gamble brand, Gillette launched the first razor Gillette SkinGuard Sensitive designed especially for men with sensitive skin to the luxurious GilletteLabs Heated Razor collection.
In March 2021, Lumin, a manufacturer of men's skincare products, has introduced a skin moisturizer with SPF protection, the UV-defense moisturizing balm, which is both sustainable and free of dangerous chemicals.
In October 2021, Vedix, a customized ayurvedic beauty brand in India, announced the entry into the men’s skincare category with men grooming range of products such as face wash, moisturizer, and overnight serum.
Some of the prominent players in the men’s personal care market include:
Procter & Gamble
Johnson & Johnson
Estee Lauder Companies, Inc.
Edgewell Personal Care Company
Market size value in 2022
USD 32.9 billion
Revenue forecast in 2030
USD 67.2 billion
CAGR of 9.1% from 2022 to 2030
Base year for estimation
2017 - 2020
2022 - 2030
Revenue in USD million and CAGR from 2022 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, distribution channel, region
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
U.S.; Germany; U.K.; France; China; India; Brazil
Key companies profiled
Procter & Gamble; Reckitt Benckiser; Unilever; L’Oréal; Beiersdorf AG; Johnson & Johnson; Coty Inc.; Estee Lauder Companies, Inc.; Edgewell Personal Care Company; Kao Corporation
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global men’s personal care market report on the basis of product, distribution channel, and region:
Product Outlook (Revenue, USD Million, 2017 - 2030)
Shaving Cream &Gel
After Shave Lotion
Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)
Hypermarkets & Supermarkets
Pharmacy & Drugstores
Regional Outlook (Revenue, USD Million, 2017 - 2030)
Central & South America
Middle East & Africa
b. The global men's personal care market size was estimated at USD 30.8 billion in 2021 and is expected to reach USD 32.9 billion in 2020.
b. The global men's personal care market is expected to grow at a compound annual growth of 9.1% from 2022 to 2030 to reach USD 67.2 billion by 2030
b. North America dominated the men's personal care market with a share of 34.0% in 2021. This is attributed to the high concentration of leading manufacturers in the region such as Procter & Gamble and Unilever, prioritizing research & development, product innovation, development, and launches in the menâ€™s category.
b. Some key players operating in the global menâ€™s personal care market include Procter & Gamble; Estee Lauder Companies, Inc., Johnson & Johnson, Unilever, L'OrÃ©al, Coty Inc., Kao Corporation, Beiersdorf AG, Loreal, Edgewell Personal Care Company, and Reckitt Benckiser.
b. Key factors that are driving the men's personal care market growth include growing popularity among men for daily skincare routines coupled with rising awareness in respect to personal grooming and hygiene.
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