鬍鬚修飾產品市場機會、成長動力、產業趨勢分析及 2025 - 2034 年預測

2024 年全球鬍鬚修飾產品市場規模達 239 億美元，預計到 2034 年將以 6.4% 的複合年成長率成長至 438 億美元。社會對男性修飾態度的顯著轉變以及年輕一代對個人護理的日益重視推動了該市場的成長。千禧世代和 Z 世代消費者更加重視修飾，將其視為生活方式和身分認同的一部分，將其視為自我表達的體現，而非僅僅是衛生習慣。這種文化變革推動了對高級鬍鬚護理解決方案的需求，例如造型套裝、保濕產品和修飾配件。線上平台在提升消費者認知度方面發揮著至關重要的作用，不斷有內容教育消費者正確的修飾技巧和產品使用方法，鼓勵他們探索新的修飾解決方案。隨著修飾成為各年齡層的主流行為，產品的使用頻率也在增加，這有助於將鬍鬚保養正常化，成為日常護理的一部分。這種轉變使鬍鬚修飾從一種隨意的習慣轉變為男性個人修飾習慣的一個重要方面，促進了所有地區的穩定需求。

儘管有這些成長動力，市場仍面臨挑戰，包括日益飽和的市場。越來越多的品牌提供幾乎相同的產品線——鬍鬚油、潤唇膏、乳霜、修剪器——這使得企業更難打造獨特的品牌形象。隨著競爭加劇，企業難以維持利潤率，這往往導致價格壓力。此外，圍繞成分標準、行銷宣傳和標籤要求的監管複雜性在不同國際市場上有所不同。這些法規對小型企業構成了特殊的障礙，由於合規成本和物流困難，限制了它們擴大規模或進入全球市場的能力。

就產品類型而言，2024年，乳霜和潤唇膏佔據市場主導地位，創造了93億美元的收入，預計在預測期內的複合年成長率為6.3%。這些產品因其多功能特性而持續受到歡迎，只需一次使用即可提供調理、保濕和輕度定型的功效。其易用性和有效性使其對追求精簡修飾流程的消費者極具吸引力。尤其是鬍鬚潤唇膏，其質地更濃稠，提供實用的造型解決方案，易於控制，且不會留下油膩的殘留物。其深層保濕成分有助於隨著時間的推移改善鬍鬚質地，使其成為中長鬍鬚消費者的首選。

按最終用途分類，個人消費者細分市場在 2024 年成為市場領導者，佔總收入的 57%，預計到 2034 年將以 6.5% 的複合年成長率成長。推動這一細分市場發展的關鍵因素之一是在家中進行美容的興起，這得益於網路教學內容的廣泛傳播。越來越多的男性選擇獨立管理自己的美容，減少對專業理髮師的依賴。這一趨勢導致對專為個人使用而設計的方便用戶使用型產品的需求激增。此外，網上購物和訂閱服務的普及也進一步支持了這個細分市場的成長。這些平台提供便利、及時的配送和個人化的美容解決方案，從而提高了客戶參與度和忠誠度。 DIY 美容套裝價格實惠且供應廣泛，使其能夠被廣泛的消費者群體所接受，鞏固了其在市場上的主導地位。

從分銷角度來看，線下零售在2024年佔據了全球市場71%的最大佔有率，預計未來十年的複合年成長率將達到6.1%。實體零售對許多消費者來說仍然至關重要，尤其是那些重視在購買前親自試用產品的消費者。店內諮詢和推薦有助於發現產品，尤其對於尋求客製化建議的新用戶。便利性也發揮了一定作用，在超市或藥局的常規購物過程中，美容產品經常會被添加到購物車中。沙龍和理髮店透過口碑推廣和銷售點服務促進了線下銷售。儘管如此，由於技術應用的不斷提高和產品種類的不斷豐富，數位管道正在蓬勃發展。電子商務正變得更加動態，提供客製化的購物體驗、人工智慧驅動的推薦以及模擬店內體驗的互動式產品演示。

就區域表現而言，美國佔據北美市場 80% 的佔有率，佔據主導地位，2024 年市場收入達 57 億美元。美國成熟的美容文化加上強大的消費者意識，支撐了持續的需求。美國男性對保持整潔外表的興趣日益濃厚，推動了各類美容產品的購買。本土產業受益於一些知名公司，這些公司根據消費者偏好調整產品，尤其是在清潔標籤產品和創新配方方面。合併、工廠擴建和合作產品開發等策略性業務措施正在鞏固其市場地位。各公司積極投資研發，以改善產品功能和美觀度，同時注重環保包裝和符合道德標準的原料採購。這些因素將持續決定鬍鬚護理產品市場格局的演變。

目錄

第1章：方法論與範圍

第2章：執行摘要

第3章：行業洞察

• 產業生態系統分析
  • 供應商格局
  • 利潤率
  • 每個階段的增值
  • 影響價值鏈的因素
  • 中斷
• 產業衝擊力
  • 成長動力
  • 產業陷阱與挑戰
  • 機會
• 成長潛力分析
• 未來市場趨勢
• 技術和創新格局
  • 當前的技術趨勢
  • 新興技術
• 價格趨勢
  • 按地區
  • 依產品類型
• 監理框架
  • 標準和認證
  • 環境法規
  • 進出口法規
• 波特五力分析
• PESTEL分析
• 消費者行為分析
  • 購買模式
  • 偏好分析
  • 消費者行為的區域差異
  • 電子商務對購買決策的影響

第4章：競爭格局

• 介紹
• 公司市佔率分析
  • 按地區
    • 北美洲
    • 歐洲
    • 亞太地區
    • 中東和非洲
    • 拉丁美洲
• 公司矩陣分析
• 主要市場參與者的競爭分析
• 競爭定位矩陣
• 關鍵進展
  • 併購
  • 夥伴關係與合作
  • 新產品發布
  • 擴張計劃

第5章：市場估計與預測：依產品類型，2021 - 2034 年

• 主要趨勢
• 油和精華液
• 乳霜/潤唇膏
• 凝膠和蠟
• 潔面乳
• 修剪器
• 其他

第6章：市場估計與預測：依成分，2021 - 2034 年

• 主要趨勢
• 傳統的
• 有機的

第7章：市場估計與預測：按價格，2021 - 2034 年

• 低的
• 中等的
• 高的

第8章：市場估計與預測：按用途，2021 - 2034 年

• 藥
• 一般

第9章：市場估計與預測：依最終用途，2021 - 2034

• 主要趨勢
• 個人使用
• 商業用途

第 10 章：市場估計與預測：按配銷通路，2021 年至 2034 年

• 主要趨勢
• 線上
  • 電子商務
  • 公司網站
• 離線
  • 超市/大賣場
  • 專業零售店
  • 其他（獨立零售商等）

第 11 章：市場估計與預測：按地區，2021 年至 2034 年

• 主要趨勢
• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 英國
  • 法國
  • 西班牙
  • 義大利
  • 荷蘭
• 亞太地區
  • 中國
  • 日本
  • 印度
  • 澳洲
  • 韓國
• 拉丁美洲
  • 巴西
  • 墨西哥
  • 阿根廷
• MEA
  • 南非
  • 沙烏地阿拉伯
  • 阿拉伯聯合大公國

第12章：公司簡介

• Beard Club
• CALYNDIA
• Conair
• Every Man Jack
• Golden Grooming
• Helios Lifestyle
• J&J Beard Company
• Manscaped
• McNROE Consumer Products
• Procter and Gamble
• Stubble + Stache
• Texas Beard Company
• Ustraa
• Wahl Clipper
• ZOUSZ

The Global Beard Grooming Products Market was valued at USD 23.9 billion in 2024 and is estimated to grow at a CAGR of 6.4% to reach USD 43.8 billion by 2034. Growth in this market is being driven by significant shifts in societal attitudes toward male grooming and a rising emphasis on personal care among younger demographics. Millennials and Gen Z consumers are placing more importance on grooming as part of their lifestyle and identity, viewing it as a reflection of self-expression rather than a mere hygiene routine. This cultural evolution is pushing the demand for advanced beard care solutions like styling kits, moisturizing products, and grooming accessories. Online platforms are playing a crucial role in expanding awareness, with a steady flow of content educating consumers on proper grooming techniques and product usage, encouraging them to explore new grooming solutions. As grooming becomes a mainstream practice across age groups, the frequency of product use has increased, helping to normalize beard maintenance as part of everyday care. This shift has transformed beard grooming from a casual habit into an essential aspect of men's personal grooming routines, promoting steady demand across all regions.

Despite these growth drivers, the market faces challenges, including rising saturation. A growing number of brands are offering nearly identical product lines-beard oils, balms, creams, trimmers-making it harder for companies to carve out distinct brand identities. As competition intensifies, it becomes difficult for businesses to maintain profit margins, often resulting in pricing pressures. Additionally, regulatory complexities surrounding ingredient standards, marketing claims, and labeling requirements vary across international markets. These regulations present particular hurdles for smaller companies, limiting their ability to scale or enter global markets due to compliance costs and logistical difficulties.

In terms of product type, creams and balms dominated the market in 2024, generating USD 9.3 billion in revenue and are anticipated to grow at a CAGR of 6.3% during the forecast period. These products continue to gain popularity due to their multifunctional properties, offering conditioning, moisturizing, and light hold benefits in a single application. Their ease of use and effectiveness make them appealing to consumers seeking a streamlined grooming process. Beard balms, in particular, provide a practical styling solution with their thicker texture, allowing for better control without leaving a greasy residue. Their deeply moisturizing ingredients help improve beard texture over time, making them a preferred choice for consumers with medium to long beards.

By end use, the individual consumer segment emerged as the market leader in 2024, accounting for 57% of the total revenue, and is forecast to grow at a CAGR of 6.5% through 2034. One of the key factors boosting this segment is the rise of at-home grooming practices, encouraged by the widespread availability of instructional content online. More men are opting to manage their grooming independently, reducing reliance on professional barbers. This trend has led to a surge in demand for user-friendly products designed for personal use. Additionally, the popularity of online shopping and subscription-based services is further supporting segment growth. These platforms provide convenience, timely deliveries, and personalized grooming solutions, creating stronger customer engagement and loyalty. Affordability and wide availability of DIY grooming kits make them accessible to a broad consumer base, reinforcing their dominance in the market.

From a distribution standpoint, offline retail held the largest share in 2024, capturing 71% of the global market, and is projected to expand at a CAGR of 6.1% over the next decade. Physical retail remains essential for many consumers, particularly those who value the opportunity to sample products firsthand before purchasing. In-store consultations and recommendations contribute to product discovery, especially for new users seeking tailored advice. Convenience also plays a role, with grooming products frequently added to carts during regular shopping trips at supermarkets or pharmacies. Salons and barbershops contribute to offline sales through word-of-mouth promotion and point-of-sale offerings. Nonetheless, the digital channel is gaining momentum due to rising tech adoption and wider product assortments. E-commerce is becoming more dynamic with tailored shopping experiences, AI-powered recommendations, and interactive product demos that simulate in-store experiences.

In terms of regional performance, the United States led the market with a significant 80% share of the North American region and generated USD 5.7 billion in revenue in 2024. The mature grooming culture in the country, combined with strong consumer awareness, supports consistent demand. American men are showing a growing interest in maintaining well-groomed appearances, fueling purchases across various grooming categories. The local industry benefits from well-established companies that are aligning their offerings with consumer preferences, especially for clean-label products and innovative formulations. Strategic business moves such as mergers, facility expansions, and collaborative product development are strengthening market positions. Companies are actively investing in R&D to improve product functionality and aesthetics, while also emphasizing environmentally conscious packaging and ethical ingredient sourcing. These factors continue to define the evolving dynamics of the beard grooming products landscape.

Table of Contents

Chapter 1 Methodology and scope

• 1.1 Market scope and definition
• 1.2 Research design
  • 1.2.1 Research approach
  • 1.2.2 Data collection methods
• 1.3 Data mining sources
  • 1.3.1 Global
  • 1.3.2 Regional/country
• 1.4 Base estimates and calculations
  • 1.4.1 Base year calculation
  • 1.4.2 Key trends for market estimation
• 1.5 Primary research and validation
  • 1.5.1 Primary sources
• 1.6 Forecast model
• 1.7 Research assumptions and limitations

Chapter 2 Executive summary

• 2.1 Industry 360° synopsis
• 2.2 Key market trends
  • 2.2.1 Regional
  • 2.2.2 By product type
  • 2.2.3 By ingredient
  • 2.2.4 By price
  • 2.2.5 By purpose
  • 2.2.6 By end use
  • 2.2.7 By distribution channel
• 2.3 CXO perspectives: strategic imperatives
  • 2.3.1 Key decision points for industry executives
  • 2.3.2 Critical success factors for market players
• 2.4 Future outlook and strategic recommendations

Chapter 3 Industry insights

• 3.1 Industry ecosystem analysis
  • 3.1.1 Supplier landscape
  • 3.1.2 Profit margin
  • 3.1.3 Value addition at each stage
  • 3.1.4 Factor affecting the value chain
  • 3.1.5 Disruptions
• 3.2 Industry impact forces
  • 3.2.1 Growth drivers
  • 3.2.2 Industry pitfalls & challenges
  • 3.2.3 Opportunities
• 3.3 Growth potential analysis
• 3.4 Future market trends
• 3.5 Technology and innovation landscape
  • 3.5.1 Current technological trends
  • 3.5.2 Emerging technologies
• 3.6 Price trends
  • 3.6.1 By region
  • 3.6.2 By product type
• 3.7 Regulatory framework
  • 3.7.1 Standards and certifications
  • 3.7.2 Environmental regulations
  • 3.7.3 Import export regulations
• 3.8 Porter's five forces analysis
• 3.9 PESTEL analysis
• 3.10 Consumer behavior analysis
  • 3.10.1 Purchasing patterns
  • 3.10.2 Preference analysis
  • 3.10.3 Regional variations in consumer behavior
  • 3.10.4 Impact of e-commerce on buying decisions

Chapter 4 Competitive landscape, 2024

• 4.1 Introduction
• 4.2 Company market share analysis
  • 4.2.1 By region
    • 4.2.1.1 North America
    • 4.2.1.2 Europe
    • 4.2.1.3 Asia Pacific
    • 4.2.1.4 Middle East and Africa
    • 4.2.1.5 Latin America
• 4.3 Company matrix analysis
• 4.4 Competitive analysis of major market players
• 4.5 Competitive positioning matrix
• 4.6 Key developments
  • 4.6.1 Mergers & acquisitions
  • 4.6.2 Partnerships & collaborations
  • 4.6.3 New product launches
  • 4.6.4 Expansion plans

Chapter 5 Market Estimates & Forecast, By Product Type, 2021 - 2034 ($Billion, Thousand Units)

• 5.1 Key trends
• 5.2 Oil & serum
• 5.3 Cream/balm
• 5.4 Gel & wax
• 5.5 Cleanser
• 5.6 Trimmers
• 5.7 Other

Chapter 6 Market Estimates & Forecast, By Ingredient, 2021 - 2034 ($Billion, Thousand Units)

• 6.1 Key trends
• 6.2 Conventional
• 6.3 Organic

Chapter 7 Market Estimates & Forecast, By Price, 2021 - 2034 ($Billion, Thousand Units)

• 7.1 Low
• 7.2 Medium
• 7.3 High

Chapter 8 Market Estimates & Forecast, By Purpose, 2021 - 2034 ($Billion, Thousand Units)

• 8.1 Medicated
• 8.2 General purpose

Chapter 9 Market Estimates & Forecast, By End use, 2021 - 2034 ($Billion, Thousand Units)

• 9.1 Key trends
• 9.2 Individual use
• 9.3 Commercial use

Chapter 10 Market Estimates & Forecast, By Distribution Channel, 2021 - 2034 ($Billion, Thousand Units)

• 10.1 Key trends
• 10.2 Online
  • 10.2.1 E-commerce
  • 10.2.2 Company websites
• 10.3 Offline
  • 10.3.1 Supermarkets/hypermarket
  • 10.3.2 Specialty retail stores
  • 10.3.3 Others (independent retailer etc.)

Chapter 11 Market Estimates & Forecast, By Region, 2021 - 2034 ($Billion, Thousand Units)

• 11.1 Key trends
• 11.2 North America
  • 11.2.1 U.S.
  • 11.2.2 Canada
• 11.3 Europe
  • 11.3.1 Germany
  • 11.3.2 UK
  • 11.3.3 France
  • 11.3.4 Spain
  • 11.3.5 Italy
  • 11.3.6 Netherlands
• 11.4 Asia Pacific
  • 11.4.1 China
  • 11.4.2 Japan
  • 11.4.3 India
  • 11.4.4 Australia
  • 11.4.5 South Korea
• 11.5 Latin America
  • 11.5.1 Brazil
  • 11.5.2 Mexico
  • 11.5.3 Argentina
• 11.6 MEA
  • 11.6.1 South Africa
  • 11.6.2 Saudi Arabia
  • 11.6.3 UAE

Chapter 12 Company Profiles

• 12.1 Beard Club
• 12.2 CALYNDIA
• 12.3 Conair
• 12.4 Every Man Jack
• 12.5 Golden Grooming
• 12.6 Helios Lifestyle
• 12.7 J&J Beard Company
• 12.8 Manscaped
• 12.9 McNROE Consumer Products
• 12.10 Procter and Gamble
• 12.11 Stubble + Stache
• 12.12 Texas Beard Company
• 12.13 Ustraa
• 12.14 Wahl Clipper
• 12.15 ZOUSZ