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Personal Care Appliances Market Size By Product (Hair Care [Hair Dryer, Hair Straightener, Hair Styler], Hair Removal [Trimmer, Power Shaver, Epilator], Oral Care [Powered Toothbrush, Oral Irrigator]), By Power Supply (Battery Operated, Electric), By Sales Channel (Online, Retail), COVID-19 Impact Analysis, Regional Outlook, Growth Potential, Price Trends, Competitive Market Share & Forecast, 2021 – 2027

  • Report ID: GMI4159
  • Published Date: Jun 2021
  • Report Format: PDF

Industry Trends

Personal Care Appliances Market size was valued at over USD 20 billion in 2020 and is anticipated to register a CAGR of more than 5.5% between 2021 and 2027. The market growth can be accredited to increasing consumer spending capacity on personal care appliances, changing lifestyle, and rising importance of social appearance.

Personal Care Appliances Market Overview

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Personal care and grooming have become a part of everyone’s lifestyle for health & social reasons. Increasing influence of beauty industry trends on millennials to maintain the overall appearance is driving the market expansion. Personal care appliances include electric devices used for grooming, beautification and personal hygiene such as hair dryer, hair straightener, hair styler, trimmer, power shaver, epilator, and powered toothbrush.

Growing awareness among consumers about the benefits of electric personal care appliances such as enhanced efficiency, high convenience, and fast speed over conventional grooming methods is impelling the industry growth. The industry offers a variety of products for professional & personal needs such as hair care, oral care, and several other beauty & hygiene products at different & affordable price ranges.

The presence of substitutes such as low-cost & non-electric products for hair care and hair removal purposes is a major restraining factor in the market. The non-electric products serve similar purposes and are available at much lower costs, thereby attracting customers with lesser spending capacity. However, high efficiency and better results provided by electric personal care appliances will overcome the market restraints. The introduction of several products with technologically advanced features at varied price ranges catering to different customer categories will drive the market demand.

The COVID-19 pandemic has severely affected the personal care appliances market during the first two quarters of 2020. The closing of beauty salons around the world due to the imposition of strict lockdown measures by several countries affected the industry expansion. The market however witnessed a surge in revenues in the second half of 2020. The enhanced focus on wellness and the need to maintain a high level of personal hygiene in the wake of the pandemic will fuel the industry demand.

Versatile applications of electric hair styling appliances will spur the hair care segment growth

The hair care segment is expected to observe a 4.5% growth rate through 2027 led by the increasing product awareness among the millennial population. A shift in willingness to spend on personal care products offering effective & faster results will augment the market progression. Growing concerns about physical appearances of men & women will stimulate the segment expansion.

The increase in demand for personal hair care appliances can be accredited to shift in consumer preferences from harmful chemical-based hair styling products to electrical styling products. Market players are using smart technology to amplify their customer experience and are working on developing appliances that consume lesser energy. For instance, in January 2019, AER introduced world’s first cordless hair dryer. AER dryer uses Lithium Silicon battery and provides lesser carbon dioxide emissions. The personal care appliance uses AI technology and offers personalized solutions according to hair length, hair types, and weather conditions.

Enhanced portability of battery-operated personal care appliances will propel the segment revenue

Personal Care Appliances Market Size

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The battery-operated appliances dominated more than 50% of the personal care appliances market share in 2020. Rechargeable battery-powered personal care appliances are gaining popularity due to their convenient usage. These appliances are completely portable, making them travel-friendly. Cordless appliances such as hair trimmers, shavers, and epilators are witnessing a high market representation among male & female consumers as these appliances are hassle-free and user-friendly compared to corded personal care appliances.

The market leaders are launching cordless devices with long battery life to provide more convenience to the users. For instance, in May 2020, Philips introduced USB cordless beard trimmer BT1215/15. The cordless beard trimmer comes with stainless steel blade and different length setting options.

Increasing penetration of smart phones will stimulate the online sales channel segment progression

The online segment will register a CAGR of 6.5% by 2027. Rising penetration of smart phones and internet will foster the segment demand. According to the report published by India Brand Equity Foundation, in March 2021, India’s e-commerce order volume increased by 36% in the last quarter of 2020, led by personal care and wellness & beauty. In addition, e-commerce market players offer a variety of personal care appliances at discounted prices, positively influencing the industry progression.

Emergence of new players and the adoption of low pricing strategy will augment the market revenue in APAC region

APAC Personal Care Appliances Market

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Asia Pacific personal care appliances market size was over USD 7 billion in 2020 owing to the presence of a growing youth population, increasing disposable income, and rapid urbanization. Increasing brand awareness and rapid growth in social media users in India will drive the market in this region.

The emergence of several new manufacturers in China, India, and Japan will contribute to the industry statistics. Several industry participants in APAC, such as Panasonic Corporation, Colgate Palmolive, Philips, and others, are adopting competitive pricing strategies to capture a high consumer base and are developing customer-specific personal care appliances to cater to their requirements.

High focus of market players on new product launches

Companies are emphasizing on launching new models of personal care appliances, driving the industry statistics. For instance, in January 2021, Panasonic introduced a new hair dryer (EH-NA67-W) for all ages and genders. The EH-NA67-W uses patented nano technology to reduce hair damage from everyday brushing.

The major players in the market include Panasonic Corporation, Conair Corporation, Havells India Limited, Koninklijke Philips N.V., Spectrum Brands Holding Inc. Group SEB, Procter & Gamble Company, and Colgate Palmolive Company.

The personal care appliances market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue in USD and shipments in units from 2021 to 2027 for the following segments:

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Market, By Product:

  • Hair Care
    • Hair Dryer
    • Hair Straightener
    • Hair Styler
  • Hair Removal
    • Trimmer
    • Power Shaver
    • Epilator
    • Others
  • Oral Care
    • Powered Toothbrush
    • Oral Irrigator
  • Others

Market, By Power Supply

  • Battery Operated
  • Electric

 Market, By Sales Channel

  • Online
  • Retail

The above information has been provided for the following regions and countries:

  • North America
    • U.S.
    • Canada
  • Europe
    • UK
    • Germany
    • France
    • Italy
    • Russia
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
  • Latin America
    • Brazil
    • Mexico
  • MEA
    • UAE
    • Saudi Arabia
    • South Africa


Authors: Preeti Wadhwani, Prasenjit Saha

Frequently Asked Questions (FAQ) :

Personal care appliances market share exceeded USD 20 billion in 2020 and will expand at a CAGR of 5.5% from 2021 to 2027.

Hair care will record a growth rate of 4.5% between 2021 and 2027 due to the surging product awareness among the millennial population.

Battery-operated appliances registered over 50% of the personal care appliances industry revenue in 2020 and will depict considerable growth owing to their portability and travel friendly nature.

Online sales channel will account for a CAGR of 6.5% from 2021 to 2027 propelled by the rising penetration of internet and smart phones.

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Premium Report Details

  • Base Year: 2020
  • Companies covered: 15
  • Tables & Figures: 630
  • Countries covered: 16
  • Pages: 300
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