Men’s Toiletries Market Analysis

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.