남성다움에 대한 전통적인 인식이 진화하고, 더 많은 남성들이 자존심과 사회적 지위를 높이기 위한 퍼스널케어의 중요성을 인식함에 따라 남성 그루밍에 대한 인식과 수용이 높아지고 있는 것이, 남성용 그루밍 제품 시장을 전진시키는 주요 동향입니다. 남성용 그루밍 제품 시장은 2024년에는 약 550억 달러를 밑돌고, 2031년에는 900억 달러의 평가액에 이를 것으로 추정됩니다.
메타섹슈얼 남성의 대두와 소셜 미디어의 영향으로 이 동향은 더욱 가속화되고 남성에게 폭넓은 그루밍 제품과 일과의 탐구를 촉구하고 있습니다.
남자 정리 제품 시장 정의/개요
남성용 그루밍 제품이란, 남성의 몸짓이나 위생 요구에 대응하기 위해서 특별히 설계된, 다양한 퍼스널케어 아이템을 가리킵니다. 스킨 케어 용품, 샴푸, 스타일링 젤 등의 헤어 케어 용품, 향수 및 바디 케어 솔루션 등 다양한 제품이 포함되어 있습니다. 에도 중점을 두고 있습니다.
사회의 규범이 진화함에 따라, 종래에는 여성의 것이었던 그루밍을 남성도 실시하는 것이 받아들여지고, 기대되게 되어, 개인의 취향이나 피부 유형에 대응한 제품에 대한 관심이 높아지고 있습니다. 남성용 그루밍 시장은 이러한 변화를 반영하고 기능성과 스타일을 융합시킨 혁신적인 솔루션을 제공함으로써, 궁극적으로는 남성이 퍼스널케어를 통해 스스로를 표현할 수 있게 되었습니다.
퍼스널케어나 그루밍에 관한 남성 소비자의 의식의 고조가, 남성용 그루밍 제품 시장 수요를 크게 견인하고 있습니다. 남성은 자신의 외모와 건강에 대한 의식이 높아짐에 따라 특정 요구에 부응하는 제품을 적극적으로 요구하고 있습니다. Verified Market Research의 최신 보고서에 따르면 인도 남성 정장 시장은 2024-2031년의 예측 기간 동안 CAGR 약 6.5%로 성장할 것으로 예상되며, 주요 요인은 사회 규범 변화로 인한 남성 건강, 웰빙, 퍼스널케어에 대한 의식이 높아집니다. 소셜미디어의 대두와 세계미의 기준에 대한 접촉이 인도인 남성의 상당한 비율을 촉구하고 자신의 외모를 보다 의식하고 그것을 높이는 방법을 적극적으로 모색하게 되었습니다.
게다가 유명인과 인플루언서가 몸짓을 정돈한 모습을 피로하고 있는 영향도 있어, 인도에서는 남성이 몸짓에 신경을 쓰게 되었습니다. 인도 정부도 몸짓의 중요성을 인식해, 남성의 위생과 몸짓을 촉진하기 위한 이니셔티브를 시작했습니다. 위생 환경을 개선하기 위한 전국적인 캠페인인 스와치 바랏 미션은 건강한 라이프 스타일의 일부로서 개인의 위생과 몸짓의 중요성을 강조하고 있습니다. 뿐만 아니라 세계에서 남성용 그루밍 제품에 대한 수요가 크게 증가하고 있습니다.
남성 그루밍 제품 시장의 성장은 그 확장을 방해할 수있는 몇 가지 장벽에 직면 해 있습니다. 그루밍 아이템에 대한 투자를 망설일 수 있습니다. 전용 그루밍 제품을 구입하는 의욕을 제한하고 있습니다. 또한, 특히 가처분 소득이 낮은 신흥국에서는 남성 소비자의 가격 감응도가 시장의 성장을 제한할 가능성이 있습니다. 그루밍 브랜드의 프리미엄 가격은 예산에 민감한 쇼핑객을 멀리하고 더 저렴한 대안을 요구하게 될지도 모릅니다.
게다가, 남성다움과 몸짓에 관한 문화적 인식도 장벽이 될 가능성이 있습니다. 전반적으로, 이러한 요인은 경쟁 구도에서 남성 소비자를 효과적으로 캡처하고 유지하기 위해 브랜드가 극복해야하는 복잡성을 돋보이게합니다.
Increasing awareness and acceptance of male grooming, as traditional perceptions of masculinity evolve and more men recognize the importance of personal care in enhancing self-esteem and social standing are key trends propelling the men's grooming products market forward. The Men's Grooming Products Market is estimated to reach a valuation of USD 90 Billion By 2031, by subjugating around USD 55 Billion in 2024.
The rise of the metrosexual male and the impact of social media have further accelerated this trend, encouraging men to explore a wider range of grooming products and routines. It enables the market to grow at a CAGR of 6.5% from 2024 to 2031.
Men's Grooming Products Market: Definition/ Overview
Men's grooming products refer to a diverse array of personal care items specifically designed to address the grooming and hygiene needs of men. This category encompasses a wide range of products, including shaving essentials such as razors and creams, skincare items like moisturizers and facial cleansers, hair care products including shampoos and styling gels, as well as fragrances and body care solutions. The focus of these products is not only on enhancing cleanliness and appearance but also on promoting overall well-being.
As societal norms evolve, there is a growing acceptance and expectation for men to engage in grooming practices that were traditionally associated with women, leading to increased interest in products that cater to individual preferences and skin types. The men's grooming market reflects this shift, offering innovative solutions that combine functionality with style, ultimately empowering men to express their identity through personal care.
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The increasing awareness among male consumers regarding personal care and grooming is significantly driving demand in the men's grooming products market. As men become more conscious of their appearance and well-being, they are actively seeking out products that cater to their specific needs. According to a recent report by Verified Market Research, the India Men's Grooming Market is estimated to grow at a CAGR of around 6.5% during the forecast period 2024-2031, largely attributed to the rising awareness about health, wellness, and personal care among men driven by changing societal norms. The rise of social media and exposure to global beauty standards have encouraged a considerable share of Indian men to become more conscious of their appearance and actively seek ways to enhance it.
Additionally, the influence of celebrities and influencers showcasing well-groomed looks has further encouraged men to pay attention to their grooming habits in the country. The Indian government has also recognized the importance of personal care and has launched initiatives to promote hygiene and grooming among men. For instance, the Swachh Bharat Mission, a nationwide campaign to clean up streets and improve sanitation, has emphasized the importance of personal hygiene and grooming as part of a healthy lifestyle. These factors combined have led to a significant increase in demand for men's grooming products in India and across the globe.
The growth of the men's grooming products market faces several barriers that could impede its expansion. One significant challenge is the availability of substitute products, which can deter consumers from investing in specialized grooming items. Many men may opt for basic hygiene products or multi-purpose items that serve multiple functions, limiting their willingness to purchase dedicated grooming products. Additionally, price sensitivity among male consumers can restrict market growth, particularly in emerging economies where disposable incomes are lower. The premium pricing of many grooming brands may alienate budget-conscious shoppers, leading them to seek more affordable alternatives.
Furthermore, cultural perceptions regarding masculinity and grooming can also act as a barrier; in some regions, traditional views may discourage men from engaging in extensive grooming practices, thereby limiting market demand. Overall, these factors highlight the complexities that brands must navigate to effectively capture and retain male consumers in a competitive landscape.
The growing demand for anti-aging and moisturizing products is significantly driving the men's skincare market, reflecting a broader shift in male consumer attitudes towards personal care. As men increasingly recognize the importance of maintaining youthful skin and overall skin health, there is a notable rise in the purchase of specialized products such as anti-aging creams, serums, and moisturizers. According to market research, the global men's skincare products market surpassed USD 16 Billion in 2023 and is projected to reach approximately USD 29.61 billion by 2033, growing at a CAGR of 6.40% during this period . This growth is particularly evident among younger male consumers, including millennials and Gen Z, who are more willing to invest in skincare regimens that address specific concerns like aging and hydration.
Government statistics indicate that spending on skincare has increased, with reports showing that the average male in the U.S. spends about USD 244 per month on skincare products, with facial moisturizers comprising a significant portion of these expenses . Additionally, the COVID-19 pandemic heightened awareness around personal care and self-grooming, further propelling interest in effective skincare solutions. As societal norms continue to evolve, men are increasingly prioritizing their skincare needs, leading to a robust demand for anti-aging and moisturizing products within the market.
Why do Supermarkets and Hypermarkets Hold a Dominant Share in Men's Grooming Product Sales?
Supermarkets and hypermarkets dominate the distribution channel for men's grooming products, accounting for approximately 45% of the market share. This dominance can be attributed to the convenience and accessibility these retail formats offer to consumers. Government statistics show that the average American male spends around $244 per month on grooming products, with a significant portion of these purchases made at supermarkets and hypermarkets. These large retail stores provide a wide variety of grooming items from multiple brands under one roof, allowing customers to easily compare products and prices.
The physical presence of supermarkets and hypermarkets also enables effective in-store marketing and promotional displays, which can attract male shoppers. While e-commerce is rapidly growing, driven by its convenience and the increasing trend of online shopping, supermarkets and hypermarkets remain the primary channel for men's grooming product sales due to their ability to offer a comprehensive shopping experience.
Asia-Pacific's dominance in the men's grooming products market is driven by several key factors, including rising disposable incomes, rapid urbanization, and changing cultural norms. As economies in countries like India and China grow, more men are willing to invest in personal grooming, with the market expected to expand from USD 55 billion in 2023 to USD 90 billion by 2031, reflecting a CAGR of 6.5% during this period. Increased exposure to Western lifestyles through social media and celebrity endorsements has further influenced grooming habits, making self-care more socially acceptable among men.
Additionally, the growing population of working women has prompted men to enhance their appearance for professional settings. Government initiatives promoting health and hygiene also play a role in this trend. Overall, the combination of economic growth, cultural shifts, and increased awareness about personal care positions Asia-Pacific as a leading region in the global men's grooming market.
Europe's growth in the men's grooming products market is fueled by several factors, including a strong cultural emphasis on personal appearance and grooming. The region is home to major fashion capitals like Paris, Milan, and London, where grooming is integral to social standards. Government statistics indicate that the European men's grooming products market is projected to grow at a CAGR of 7.65% from 2020 to 2025, driven by increasing consumer awareness about personal wellness and appearance.
Additionally, higher disposable incomes in Western Europe enable consumers to invest in premium grooming products, enhancing market demand. Busy lifestyles, particularly in countries like the UK and Germany, lead men to prefer convenient grooming solutions that reduce the need for frequent barbershop visits. The acceptance of clean-shaving trends among millennials further propels market growth as men seek effective products that fit their fast-paced lives. This combination of cultural values, economic factors, and evolving consumer preferences positions Europe as a leader in the men's grooming market.
The market for men's grooming products is divided globally, with a major player capturing a substantial share of the industry. Some of the growth methods used by these major firms to succeed in the cutthroat industry include product launches, innovations, mergers and acquisitions, partnerships and collaborations, and extensive research and development.
Some of the prominent players operating in the men's grooming products market are:
Procter & Gamble Co
ITC Limited
Johnson & Johnson Private Limited
Unilever PLC, Coty, Inc.
L'Oreal S.A
Edge Well Personal Care Co
Beiersdorf AG
Colgate-Palmolive Company
Kao Corporation
Estee Lauder Company
Reckitt Benckiser
In January 2023, Procter & Gamble launched a new line of Gillette razors featuring advanced technology aimed at providing a closer and more comfortable shave. This initiative is part of their strategy to enhance customer experience and address evolving grooming needs.
In January 2023, Unilever launched a new line of Dove Men+Care skincare products focused on hydration and skin health, catering to the increasing demand for effective men's skincare solutions.