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市場調查報告書
商品編碼
1833536
2032 年男士美容及健康市場預測:按產品、價格、人口統計、分銷管道和地區進行的全球分析Men's Grooming and Wellness Market Forecasts to 2032 - Global Analysis By Product, Price, Demographic, Distribution Channel, and By Geography |
根據 Stratistics MRC 的數據,全球男性美容和健康市場預計在 2025 年達到 527 億美元,到 2032 年將達到 693 億美元,預測期內的複合年成長率為 4%。
男士美容與健康是指專為男士設計的個人護理、衛生、護膚、頭髮護理和健康的綜合實踐。該市場涵蓋專注於提升外觀、保持衛生和支持整體健康的產品和服務。該市場涵蓋剃須用品、護膚品、美容設備、香水、營養補充劑和健康服務。男士美容與健康正在演變成一種生活方式,這反映了消費者觀念的轉變、文化接受度的提升以及對男性自我護理習慣的日益重視。
根據麥肯錫公司的分析,男性美容市場正在從基本衛生擴展到高階護膚和健康解決方案。
拓展電子商務美容平台
男士美容和健康市場在很大程度上得益於專注於美容產品的電商平台的快速擴張。亞馬遜、Nykaa 等線上零售管道以及小眾新興企業提供全球覆蓋和便利的送貨上門服務,提升了消費者的可及性。在宣傳活動和訂閱模式的推動下,男士美容必需品的線上購買量正在上升。此外,多樣化的產品供應、忠誠度計畫和個人化建議的推出,正在增強消費者的參與度,並透過數位生態系統推動穩定的需求。
本土品牌競爭激烈
市場面臨來自區域和本土品牌日益激烈的競爭制約,這些品牌提供價格實惠的替代方案。這些品牌通常利用文化親和力、激進的定價和本地分銷策略來從跨國公司手中搶佔市場佔有率。在消費者成本意識的驅動下,尤其是在新興市場,跨國公司難以維持其品牌主導地位。本土品牌能夠快速適應不斷變化的偏好,這進一步加劇了這項挑戰。日益激烈的競爭限制了高階品牌的滲透,並給全球定價策略帶來了壓力。
天然有機美容產品
男性消費者對天然和有機美容產品的需求激增,蘊藏著巨大的商機。隨著人們健康意識的增強以及對化學化妝品的擔憂,提供環保、無農藥和草本成分產品的品牌日益受到青睞。在潔淨標示意識的推動下,男性正在投資親膚無毒的美容產品。此外,有機鬍鬚油、洗面乳和健康補充品的高階定位吸引了更年輕的消費群體。這一趨勢為在競爭激烈的市場中實現創新和品牌差異化創造了空間。
全球仿冒品氾濫
全球仿冒美容產品氾濫是市場面臨的一大威脅。這些仿冒品往往在品質、安全性和功效上有問題,損害了消費者對正品的信任。由於線上市場和本地零售通路執法不力,仿冒品產品損害了正品的銷售量。此外,仿冒品的氾濫使消費者接觸有害成分,增加了健康風險。歐萊雅和寶潔等知名品牌的聲譽受損,迫使業界企業投資防偽措施和強大的認證技術。
新冠疫情對男士美容和健康市場產生了多方面的影響。一方面,商店關閉和社交聚會減少暫時抑制了高階美容和沙龍產品的需求。另一方面,商店關閉也提振了個人護理、衛生用品和DIY美容套件的線上銷售。人們健康意識的增強也推動了護膚和營養補充劑等品類的銷售。疫情加速了數位化應用,推動了電商成長和訂閱式銷售。總體而言,該行業已轉向更全面的自我護理解決方案。
鬍鬚和鬍鬚護理市場預計將在預測期內成為最大的市場
由於臉部修飾趨勢日益流行,鬍鬚和鬍鬚護理領域預計將在預測期內佔據市場主導地位。受全球鬍鬚文化機芯和社群媒體影響的推動,鬍鬚油、鬍鬚蠟、鬍鬚修剪器和鬍鬚膏等產品正受到廣泛歡迎。高階品牌瞄準年輕都市男性,推出專用修飾套件,鞏固了其在該領域的領先地位。此外,新興市場在整裝儀容方面的支出不斷成長,進一步鞏固了該領域在全球的主導地位。
預計預測期內該年齡層的複合年成長率最高
預計在預測期內,按年齡層分類的細分市場將實現最高成長率。這得歸功於千禧世代和Z世代消費者的美容意識不斷增強,他們深受明星代言和數位宣傳活動的影響。年輕男性越來越傾向於嘗試保健品、護膚和客製化美容解決方案。此外,亞太和北美都市區青年的購買力不斷提升也推動了需求成長。這一細分市場的活力凸顯了男性美容消費行為的演變。
預計亞太地區將在預測期內佔據最大的市場佔有率,這得益於其龐大的消費群、都市化以及不斷成長的可支配收入。在印度、中國和日本等國家,男性文化轉向自我護理,這推動了對美容產品的強勁需求。在高階美容沙龍和電商平台的推動下,男性正在增加對護膚、護髮和健康類別的投資。此外,全球品牌正在積極拓展其在該地區的業務,以利用不斷變化的消費者偏好。
在預測期內,北美預計將實現最高的複合年成長率,這得益於消費者對健康、潔淨標示美容和高階生活方式產品日益成長的興趣。美國和加拿大的男性越來越青睞高品質、天然的美容產品。在名人影響力和社群媒體的推動下,美容套件、補充劑和抗衰老產品的普及正在加速。此外,強大的零售業務、數位優先品牌以及訂閱模式的興起正在重塑市場格局。這些因素正在推動該地區的成長勢頭。
According to Stratistics MRC, the Global Men's Grooming and Wellness Market is accounted for $52.7billion in 2025 and is expected to reach $69.3 billion by 2032 growing at a CAGR of 4% during the forecast period. Men's Grooming and Wellness is defined as the comprehensive range of personal care, hygiene, skincare, haircare, and wellness practices designed specifically for men. It encompasses products and services that focus on enhancing appearance, maintaining hygiene, and supporting overall well-being. This market includes shaving essentials, skincare solutions, grooming devices, fragrances, dietary supplements, and wellness services. Men's grooming and wellness has evolved into a lifestyle segment, reflecting changing consumer attitudes, cultural acceptance, and increased emphasis on male self-care routines.
According to a McKinsey & Company analysis, the men's grooming market is expanding beyond basic hygiene into premium skincare and wellness solutions, driven by shifting gender norms and increased focus on personal appearance.
Expanding e-commerce grooming platforms
The Men's Grooming and Wellness Market has been significantly driven by the rapid expansion of e-commerce platforms specializing in grooming products. Online retail channels such as Amazon, Nykaa, and niche grooming-focused startups have improved accessibility, offering global reach and convenient doorstep delivery. Fueled by digital campaigns and subscription-based models, men are increasingly purchasing grooming essentials online. Additionally, the availability of diverse product ranges, loyalty programs, and personalized recommendations has enhanced consumer engagement, thereby propelling steady demand through digital ecosystems.
High competition from local brands
The market faces a restraint due to rising competition from regional and local grooming brands offering affordable alternatives. These brands often leverage cultural familiarity, aggressive pricing, and localized distribution strategies to capture market share from global players. Spurred by cost-sensitive consumers, particularly in emerging economies, multinational companies struggle to maintain brand dominance. Moreover, the local brands' ability to adapt quickly to evolving preferences adds to the challenge. This heightened competition limits premium brand penetration and pressures pricing strategies globally.
Natural and organic grooming ranges
A promising opportunity lies in the surging demand for natural and organic grooming products among male consumers. Driven by growing health consciousness and concerns over chemical-based cosmetics, brands offering eco-friendly, cruelty-free, and herbal formulations are witnessing strong adoption. Spurred by clean-label awareness, men are investing in skin-friendly, toxin-free grooming solutions. Furthermore, premium positioning of organic beard oils, facial cleansers, and wellness supplements is appealing to younger demographics. This trend creates scope for innovation and brand differentiation in highly competitive markets.
Counterfeit product proliferation globally
A critical threat to the market is the widespread availability of counterfeit grooming products worldwide. These replicas often compromise on quality, safety, and efficacy, damaging consumer trust in authentic brands. Fueled by weak enforcement in online marketplaces and local retail channels, fake grooming items undercut genuine sales. Additionally, counterfeit proliferation exposes consumers to harmful formulations, raising health risks. Reputed brands such as L'Oreal and P&G face reputational damage, forcing industry players to invest in anti-counterfeiting measures and robust authentication technologies.
The Covid-19 pandemic had a mixed impact on the Men's Grooming and Wellness Market. On one hand, store closures and reduced social gatherings caused a temporary decline in demand for premium grooming and salon-based products. Conversely, lockdowns boosted online sales of personal care, hygiene, and do-it-yourself grooming kits. Fueled by health and wellness awareness, categories like skincare and supplements gained momentum. The pandemic accelerated digital adoption, driving e-commerce growth and subscription-based sales. Overall, the industry shifted toward more holistic self-care solutions.
The beard & mustache care segment is expected to be the largest during the forecast period
The beard and mustache care segment is expected to dominate the market during the forecast period, owing to the rising popularity of facial grooming trends. Fueled by the global beard culture movement and social media influence, products such as beard oils, waxes, trimmers, and balms are witnessing strong adoption. Premium brands are targeting young urban men with specialized grooming kits, contributing to category leadership. Additionally, increased spending on personal appearance in emerging markets has further reinforced segmental dominance globally.
The age cohorts segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the age cohorts segment is predicted to witness the highest growth rate, reinforced by the rising grooming awareness among millennials and Gen Z consumers, who are highly influenced by celebrity endorsements and digital campaigns. Younger men are increasingly experimenting with wellness supplements, skincare, and customized grooming solutions. Moreover, the growing purchasing power of urban youth in Asia-Pacific and North America is fueling demand. This segment's dynamism highlights the evolving consumer behavior in men's grooming.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, ascribed to its vast consumer base, urbanization, and rising disposable incomes. Countries such as India, China, and Japan are experiencing robust demand for grooming products due to cultural shifts toward male self-care. Fueled by the rise of premium grooming salons and e-commerce platforms, men are investing more in skincare, haircare, and wellness categories. Additionally, global brands are expanding aggressively in this region, capitalizing on evolving consumer preferences.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR associated with growing consumer focus on wellness, clean-label grooming, and premium lifestyle products. Men in the U.S. and Canada are increasingly embracing high-quality, natural grooming ranges. Spurred by celebrity influence and social media, the adoption of grooming kits, supplements, and anti-aging solutions has accelerated. Furthermore, a strong retail presence, digital-first brands, and rising subscription models are reshaping the market landscape. These factors collectively drive regional growth momentum.
Key players in the market
Some of the key players in Men's Grooming and Wellness Market include L'Oreal Group, Unilever PLC, Procter & Gamble Co., Beiersdorf AG, Estee Lauder Companies Inc., Shiseido Company Limited, Colgate-Palmolive Company, Johnson & Johnson Services Inc., Revlon Inc., Coty Inc., Edgewell Personal Care Company, Kao Corporation, Henkel AG & Co. KGaA, Amorepacific Corporation, Mary Kay Inc., Oriflame Holding AG, Avon Products Inc., Clarins Group, and LG Household & Health Care Ltd.
In September 2025, Beiersdorf AG will likely announce the expansion of its NIVEA MEN range with a new "Stress Protect" series, incorporating anti-pollution and calming ingredients like adaptogens into daily moisturizers and cleansers.
In August 2025, Unilever PLC (under the Dove Men+Care brand) is anticipated to launch a "Post-Workout Recovery" kit, including a cooling gel with menthol and CBD to soothe muscles and a nutrient-rich body wash, merging grooming with active wellness.
In July 2025, Kao Corporation (under the Biore brand) is forecasted to introduce a new "Men's Pore Purifying" stick, a portable format designed for on-the-go oil control and skin refinement, addressing the demand for convenience and specific texture concerns.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.