The evolution of men's grooming, fuelled by growing self-care, societal change, and the rise of gender fluidity, significantly influences the market. Trust and brand loyalty play major roles in male consumer decisions, bolstered by increasing grooming content over social media. Budget reallocation due to grooming behaviour shifting and inflationary pressure will negatively affect the market value. Despite the challenges, untapped and oncoming Gen Z consumers have gained prominence.
This report comes in PPT.
The sector witnessed modest fluctuations in per capita spending between 2017-2022, mainly due to the pandemic impacting purchases to categories like deodorants and fragrances. Regions like Western Europe, North America, and Australasia led in per capita spend due to premiumisation and improved grooming habits. Inflationary pressures led men to prioritise premium products in categories like fragrances while trading down on general care products.
The evolution of self-care among men, fuelled by societal change, interest in advanced care and styling, and the rise of gender fluidity, significantly influence the men's grooming market. This shift has led to more men exploring beyond traditional grooming categories, opening up to a broader array of beauty and personal care products.
Even though grooming behaviours vary among consumers from different countries and generations, trust and brand loyalty play a major role in male consumer choices, bolstered by increasing content about grooming tips and product information over social media.
The men's grooming landscape is being reshaped by the rise of genderless beauty brands and men's cosmetic surgeries. Gamification becomes essential to actively engage male consumers, while Gen Z's digital-first and exploratory approach directs market trends. Additionally, men's grooming is expanding into holistic wellness spaces.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
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