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市場調查報告書
商品編碼
1797906
全球男士美容產品市場:2032 年預測 - 按產品、類型、類別、分銷管道、最終用戶和地區進行分析Men's Grooming Products Market Forecasts to 2032 - Global Analysis By Product, Type, Category, Distribution Channel, End User and By Geography |
根據 Stratistics MRC 的數據,全球男士美容產品市場預計在 2025 年達到 653.6 億美元,到 2032 年將達到 988 億美元,預測期內的複合年成長率為 6.08%。
隨著現代男性越來越注重外表和個人衛生,男士護理產品也越來越受歡迎。這類產品種類繁多,包括除臭劑、護膚乳液、美髮產品、鬍鬚油、刮鬍膏以及男士香水。日益增強的自我護理意識、不斷變化的生活方式、社交媒體的影響以及名人代言都是推動這一市場成長的因素。有機和天然成分的創新也吸引了注重健康的消費者。整體而言,男士護理產品正從小眾市場發展到普及化,這反映出男性日常生活中越來越注重整體健康和自信的趨勢。
根據 LendingTree 2023 年的一項調查,美國男性每年在化妝品上的花費高於女性:男性為 2,256 美元,而女性為 1,283 美元。
增強個人衛生知識
隨著人們對個人衛生的重要性及其對健康和社會認知的影響的認知度不斷提高,男士對美容產品的需求也隨之成長。如今,男士們意識到良好的整裝儀容和護膚習慣不僅可以改善外貌,還能預防體味、頭皮屑和痤瘡等問題。此外,健康宣傳活動、皮膚科醫生的建議以及媒體內容也推動了這項認知的提升,這些活動鼓勵男士改善日常衛生習慣,並購買能夠提升自信的產品。
昂貴的高級產品
許多男士護理產品比基本款價格更高,尤其是那些定位奢華、有機或高科技的產品。價格敏感的消費者可能會限制市場擴張,尤其是在價格敏感地區和年輕的新興市場消費者。奢華護理產品未能廣泛普及的原因在於,儘管男性願意為品質和品牌聲譽支付溢價,但仍有相當一部分人偏好價格較低的產品。
人們對有機和天然產品的興趣日益濃厚
日益成長的健康意識和對化學物質暴露的擔憂,為企業打造天然、有機、無農藥的男士護理產品提供了巨大的機會。不含對羥基苯甲酸酯、硫酸鹽和人工香料,含有植物來源成分的產品也越來越受到消費者的歡迎。此外,這種變化不僅符合全球健康趨勢,也吸引了注重環保、重視永續性的男士。透過在這個市場中創新,企業可以在競爭中脫穎而出,並抓住消費者對更環保、更安全的護理產品的強烈需求。
市場競爭激烈
男士護理市場競爭激烈,許多本地、區域和國際品牌爭相吸引消費者的注意。隨著包括直銷公司和利基新興企業在內的新競爭對手湧入市場,競爭愈演愈烈。知名品牌必須不斷創新,並投入大量行銷資金才能維持業務。此外,激進的折扣和價格戰降低了利潤率,使小型企業難以成長。在這種擁擠的市場環境中,盈利和品牌忠誠度不斷受到威脅。
新冠疫情對男士護理產品市場產生了許多影響。由於許多男士的服裝更加休閒,封鎖和在家工作的趨勢最初減少了某些護理產品的需求,例如刮鬍膏和定型啫咖哩。然而,疫情加速了電子商務的普及,使企業能夠透過線上管道直接與客戶溝通。這場健康危機也提高了人們對衛生和自我護理的重視,從而帶動了護膚、消毒和健康相關的護理產品的銷售成長。隨著疫情後社交活動的恢復,人們對整裝儀容的興趣再次浮現,市場正在復甦,這標誌著人們正轉向注重外觀、健康和保健的整體整裝儀容。
預計傳統細分市場在預測期內將佔最大佔有率
預計傳統產品領域將在預測期內佔據最大市場佔有率,這主要得益於其廣泛的可用性、知名品牌和產品種類。傳統護理產品通常含有合成成分,這些成分有利於大規模生產、成本效益高、保存期限長,從而能夠吸引更廣泛的消費者。這些產品分為除臭劑、髮膠和刮鬍膏等不同類別,吸引了那些兼顧性價比和功效的男性。此外,儘管對天然和有機替代品的需求日益成長,但傳統產品憑藉其強大的分銷網路和消費者的熟悉度,仍然佔據市場主導地位。
預計青少年(13-19 歲)族群在預測期內的複合年成長率最高
預計青少年(13-19歲)族群將在預測期內達到最高成長率。社群媒體和名人代言的影響力正在提升年輕男性對整裝儀容和外表的關注,從而推動這一成長。青少年在使用護膚、護髮和造型產品方面也變得更加大膽。有針對性且價格實惠的美容產品的日益普及,以及該年齡層可支配收入的不斷成長,也刺激了市場滲透。此外,品牌擁有黃金機會,可以在這一細分市場中儘早培養持久的消費者忠誠度。
預計亞太地區將在預測期內佔據最大的市場佔有率。男性人口的快速成長、可支配收入的提高以及個人衛生和美容意識的不斷增強是推動亞太地區佔據主導地位的關鍵因素。受都市化、生活方式的轉變以及社交媒體和名人的影響等因素的影響,中國、印度、日本和韓國等國家對男士美容產品的需求急劇成長。此外,美容和個人保健產品零售基礎設施的完善以及電商平台的興起,使得這些產品更容易被全部區域的廣大消費者所接受。
預計中東和非洲地區在預測期內的複合年成長率最高。推動這一快速成長的因素包括:越來越多注重外表和風格的年輕人、可支配收入的增加以及男性對整裝儀容的意識不斷增強。零售基礎設施的建設、都市化以及西方美容潮流在社群媒體上的影響力推動了對各種美容產品的需求。此外,為了滿足該地區男性獨特的美容需求,本地和國際品牌不斷增加的投資,也推動該地區市場以比其他地區更快的速度擴張。
According to Stratistics MRC, the Global Men's Grooming Products Market is accounted for $65.36 billion in 2025 and is expected to reach $98.80 billion by 2032 growing at a CAGR of 6.08% during the forecast period. Men's grooming products have become much more popular as contemporary men place a greater emphasis on their appearance and personal hygiene. This category covers a broad range of products, including deodorants, skincare lotions, hair styling products, beard oils, shaving creams, and fragrances made especially for men. Rising self-care awareness, changing lifestyle trends, the impact of social media, and celebrity endorsements are all contributing factors to this market's expansion. Innovations in organic and natural ingredients also appeal to consumers who are concerned about their health. In general, men's grooming products have moved from being niche to being widely available, which reflects a larger trend in men's daily routines toward holistic wellness and confidence.
According to a 2023 Survey by LendingTree, Men in the U.S. are spending more than women on beauty products-USD 2,256 annually compared to USD 1,283 by women.
Growing knowledge of personal hygiene
The demand for men's grooming products has been driven by greater education and awareness of the value of personal hygiene and its effects on one's health and social perception. Men are now aware that good grooming and skincare practices not only enhance appearance but also ward off problems like body odor, dandruff, and acne. Moreover, this increased awareness has been brought about by health campaigns, dermatological advice, and media content, which has encouraged men to spend money on products that improve their everyday hygiene routines and give them more self-confidence.
Expensive premium products
Many men's grooming products are more expensive than their more basic counterparts, particularly those that are positioned as high-end, organic, or technologically sophisticated. Price sensitivity can limit market expansion, especially in areas where consumers are price conscious and among younger or emerging market consumers. High-end grooming lines are not widely adopted because a sizable portion of men still prefer inexpensive products, even though some are willing to pay more for quality and brand prestige.
Growing interest in organic and natural products
There is a big chance for companies to create natural, organic, and cruelty-free men's grooming products because of rising health consciousness and worries about chemical exposure. Formulations free of parabens, sulfates, and artificial fragrances that contain plant-based ingredients are becoming more and more popular with consumers. Additionally, this change appeals to eco-aware men who respect sustainability in addition to being in line with worldwide wellness trends. Companies can stand out from the competition and win over a devoted following of consumers looking for greener, safer grooming products by innovating in this market.
Vigorous competition in the market
The market for men's grooming has grown extremely competitive, with many local, regional, and international brands fighting for consumers' attention. Rivalry is heightened by the flood of new competitors, including direct-to-consumer companies and niche startups. To stay in business, well-known brands need to constantly innovate and make significant marketing investments. Furthermore, aggressive discounting and price wars can reduce profit margins, making it harder for smaller businesses to thrive. Profitability and brand loyalty are constantly threatened by this crowded market environment.
The COVID-19 pandemic affected the market for men's grooming products in a variety of ways. Because many men started dressing more casually, lockdowns and work-from-home trends initially decreased demand for certain grooming products like shaving creams and styling gels. The pandemic did, however, also hasten the adoption of e-commerce, allowing companies to use online channels to communicate directly with customers. Sales of skincare, sanitizing, and wellness-related grooming products also increased as a result of the health crisis' increased emphasis on hygiene and self-care. As social activities pick back up after the pandemic, the market is rebounding with a renewed interest in personal grooming, indicating a shift toward holistic grooming practices that prioritize appearance, wellness, and health.
The conventional segment is expected to be the largest during the forecast period
The conventional segment is expected to account for the largest market share during the forecast period, mainly because of its broad availability, well-known brand, and variety of products. Traditional grooming products usually contain synthetic ingredients that enable mass production, cost-effectiveness, and extended shelf life, thereby opening them up to a wider range of consumers. These goods, which fall into a variety of categories like deodorants, hair styling gels, and shaving creams, appeal to men who value both cost and efficacy. Moreover, conventional products continue to dominate the market because of their robust distribution networks and familiarity with consumers, even in the face of growing demand for natural and organic alternatives.
The teenagers (13-19 years) segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the teenagers (13-19 years) segment is predicted to witness the highest growth rate. Social media influence and celebrity endorsements are fueling young men's growing awareness of personal grooming and appearance, which is driving this growth. The use of skincare, haircare, and styling products by teenagers is growing more adventurous. Market adoption is also being accelerated by the growing availability of targeted, reasonably priced grooming products and the rising disposable income of this age group. Additionally, brands have a great chance to cultivate enduring consumer loyalty in this market segment from an early age.
During the forecast period, the Asia-Pacific region is expected to hold the largest market share. A rapidly expanding male population, rising disposable incomes, and growing awareness of personal hygiene and grooming are the main drivers of this dominance. In nations like China, India, Japan, and South Korea, the demand for men's grooming products has increased dramatically due to factors like urbanization, shifting lifestyles, and the impact of social media and celebrities. Furthermore, a large consumer base throughout the region can now more easily access these products owing to the growing retail infrastructure for beauty and personal care products and the rise of e-commerce platforms.
Over the forecast period, the Middle East & Africa region is anticipated to exhibit the highest CAGR. A growing number of young people who are concerned with appearance and style, rising disposable incomes, and growing male awareness of personal grooming are all contributing factors to this fast growth. Demand for a range of grooming products is being driven by the growth of retail infrastructure, urbanization, and the impact of Western grooming trends on social media. Additionally, driving market expansion at a quicker rate than in other regions are the growing investments made by both local and international brands to meet the particular grooming requirements of men in this area.
Key players in the market
Some of the key players in Men's Grooming Products Market include Kao Corporation, Colgate-Palmolive Company, Beardo Inc, L'Oreal S.A., Estee Lauder Companies Inc., Beiersdorf AG, Edgewell Personal Care Company, Unilever PLC, Coty Inc., Koninklijke Philips NV, Procter & Gamble Co., Bombay Shaving Company, Shiseido Co., Ltd., Panasonic Corporation and Wahl Clipper Corporation.
In June 2025, L'Oreal is poised to seal a roughly €1bn deal to buy UK skincare company Medik8, in the latest push by the French cosmetics giant to bolster its offering of premium beauty brands. A deal for private equity owned Medik8 is close to being signed and is expected to be announced in the coming days, according to people familiar with the matter, who warned that the timeline could yet slip.
In March 2025, Kao has signed an agreement to make future purchases of palm oil alternative from Future Origins of the United States. Future Origins is a U.S. joint venture founded by industrial biotechnology leader Geno, partnered with Kao, Unilever and L'Oreal, with the aim of commercializing and manufacturing ingredients for widely used surfactants in home and personal care applications. Kao announced its investment as a founding member in 2022.
In February 2025, Colgate-Palmolive Company announced that it has agreed to acquire Care TopCo Pty Ltd, owner of the Prime100 pet food brand. This acquisition provides the Company's Hill's Pet Nutrition division with an entry into the fast-growing fresh pet food category while complementing its existing science-led, veterinarian-endorsed specialty pet food diets and strengthening its presence in the Australian pet food market.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.