Men’s Toiletries Market - By Product Type (Bath and Shower Products, Toothpaste/Toothbrush/Dental Floss, Skincare Products, Antiperspirant, Shaving Kit, Haircare Products, Others), By Price Category (High/Premium, Mid, Low), By Age Group, By Distribution Channel, Forecast 2024 – 2032

Men’s Toiletries Market Size

Men’s Toiletries Market size was valued around USD 27.9 billion in 2023 and is anticipated to register a CAGR of 5.7% from 2024 to 2032. There has been a significant shift in societal attitudes towards grooming and personal care among men.
 

Traditionally, personal care products were primarily targeted towards women, but there has been a growing acceptance and encouragement of men to take care of their appearance and hygiene. This cultural shift has led to an increase in demand for men's toiletries. The market includes skincare products such as facial cleansers, moisturizers, and anti-aging creams, as well as grooming products like shaving creams, aftershaves, and hair styling products. These expanded offerings contribute to the overall growth of the personal care market.
 

Additionally, with the proliferation of information through the internet and social media, men have become more aware of the importance of grooming and personal care. They are now seeking products that cater to their specific skin and hair types, leading to the development of specialized men's toiletries. There is a growing emphasis on health and wellness globally, and this extends to personal care products as well. Men are increasingly seeking products that not only improve their appearance but also offer health benefits such as natural ingredients, UV protection, anti-aging properties, etc. This trend has fueled the demand for men's toiletries that not only cleanse and groom but also nourish and protect the skin and hair.

Additionally, with the proliferation of information through the internet and social media, men have become more aware of the importance of grooming and personal care. They are now seeking products that cater to their specific skin and hair types, leading to the development of specialized men's toiletries. There is a growing emphasis on health and wellness globally, and this extends to personal care products as well. Men are increasingly seeking products that not only improve their appearance but also offer health benefits such as natural ingredients, UV protection, anti-aging properties, etc. This trend has fueled the demand for men's toiletries that not only cleanse and groom but also nourish and protect the skin and hair.

Men can be price-sensitive when it comes to toiletries. While some are willing to invest in premium products for quality and efficacy, others may prioritize affordability. Balancing pricing strategies to appeal to different segments of consumers without compromising on product quality can be a challenge for manufacturers. Additionally, with several brands offering similar products, achieving product differentiation is crucial.
 

However, this can be difficult, especially in saturated product categories like shaving creams, deodorants, and body washes. Brands need to continually innovate and differentiate their offerings to stand out in the market. Compliance with regulatory requirements and standards, particularly regarding ingredient safety and labeling, is essential in the toiletries market. Ensuring that products meet regulatory guidelines in different regions can be complex and may require significant investment in testing and compliance measures.
 

Men’s Toiletries Market Trends

Traditional gender roles are evolving, leading to increased acceptance and encouragement of men to pay more attention to personal grooming and hygiene. This cultural shift has expanded the consumer base for men's toiletries. Men are increasingly investing in grooming products beyond necessities like shaving cream and deodorants. This includes skincare, haircare, and body care products tailored specifically for men's needs. With a growing emphasis on health and wellness, men are increasingly recognizing the importance of self-care, including personal hygiene and grooming routines. This awareness has fueled demand for products that cater to men's overall well-being.
 

Additionally, the industry has seen a surge in innovative products designed specifically for men, such as multi-functional grooming tools, skincare solutions targeting men's unique skin concerns, and fragrances tailored to masculine preferences. The proliferation of e-commerce platforms has made it easier for men to access and purchase grooming products discreetly and conveniently. Online retailers often offer a wide selection of products, competitive pricing, and personalized recommendations, driving sales in the market. There is a growing demand for men's toiletries that are environmentally friendly, cruelty-free, and made with natural ingredients. Brands that prioritize sustainability and ethical practices are gaining popularity among eco-conscious consumers.
 

Men’s Toiletries Market Analysis

Based on product type, the market is divided into bath and shower products, toothpaste/toothbrush/dental floss, skincare products, antiperspirants, shaving kits, haircare products, and others. Skincare products dominated the market, with revenue of USD 7.6 billion in 2023 which is expected to exceed USD 13 billion by 2032. There has been a significant shift in societal norms regarding male grooming. Men are now more open to using skincare products as part of their daily routine, breaking traditional stereotypes that associated skincare with femininity. Additionally, the skincare industry has seen a surge in product innovation targeted specifically towards men. Companies are developing skincare products tailored to men's needs, such as products for shaving, moisturizing, and anti-aging.
 

Based on price category, the men’s toiletries market is categorized into high/premium, mid, and low. In 2023, the mid-priced segment accounted for a market share of about 54% and is expected to reach market share of 59% by 2032. Mid-priced products often offer a balance between quality and affordability. Consumers in the market seek products that offer excellent value for their money without compromising on quality. Additionally, the market is diverse, with consumers having varying preferences and budgets. Many brands strategically position themselves in the mid-price range to appeal to the largest possible customer segment. These brands offer products that are perceived as having good quality while still being accessible to a wider audience.
 

North America dominated the global men’s toiletries market, generating USD 9.2 billion in 2023. Consumers in North America are often more aware of personal grooming and hygiene trends, leading to a higher demand for men's toiletries. Moreover, there is a growing acceptance of grooming products among men, leading to increased consumption. The region is home to many major global consumer goods companies with significant marketing budgets. These companies effectively advertise their men's toiletries, creating strong brand recognition and consumer loyalty. Furthermore, the substantial disposable income levels among the regional population drive customer spending.
 

Men’s Toiletries Market Share

These prominent companies are proactively involved in strategic endeavors including mergers & acquisitions, facility expansion, and partnerships to diversify their product offerings, expand their customer reach, and solidify their market position. Together, the top five mentioned companies collectively occupied around 5% to 10% of the global market share in 2023. They consistently allocate resources to research & development, enhancing their products and integrating innovative technologies to maintain a competitive edge.
 

Men’s Toiletries Market Companies

Major players operating in the men’s toiletries industry include:

• Baxter of California
• Bayer AG
• Beiersdorf AG
• Bulldog Skincare
• Colgate-Palmolive Company
• Estee Lauder Companies Inc.
• Henkel AG & Co. KGaA
• Johnson & Johnson
• Kao Corporation
• L'Oréal
• LVMH Moët Hennessy Louis Vuitton
• Natura & Co.
• Procter & Gamble
• Reckitt Benckiser
• Shiseido Company Limited
• The Clorox Company
• Unilever

Men’s Toiletries Industry News

• In June 2023, VLCC Health Care Limited, an Indian beauty and wellness enterprise, finalized the purchase of Ustraa for an undisclosed amount. This strategic acquisition served as VLCC's entry into the men’s grooming sector, leveraging Ustraa’s established market presence. VLCC intends to accelerate its expansion by integrating Ustraa’s specialized knowledge with its extensive offline distribution network throughout India.
   
• In July 2022, Beiersdorf AG, a leading German personal care corporation, launched the NIVEA MEN Climate Care Moisturizer Limited Edition in Germany. This innovative moisturizer marks a milestone as it is the initial product to integrate an element derived from recycled CO2, particularly ethanol extracted through Carbon Capture Utilization (CCU) technology.

The men’s toiletries market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Million Units) from 2021 to 2032, for the following segments:

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Market, By Product Type  

• Bath and shower products
• Toothpaste/toothbrush/dental floss
• Skincare products
• Antiperspirant
• Shaving kit
• Haircare products
• Others

Market, By Price Category

• High/Premium
• Mid
• Low

Market, By Age Group

• Below 24 Yrs
• 25 Yrs- 35 Yrs
• 36 Yrs-45 Yrs
• Above 45 Yrs

Market, By Distribution Channel

• Offline
  • Hypermarkets & Supermarkets
  • Pharmacy & Drugstores
  • Convenience Stores
  • Others
• Online
  • E-commerce
  • Company websites/ Third Party Website

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
  • Rest of North America
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Malaysia   
  • Indonesia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA