男士盥洗用品市場－全球產業規模、佔有率、趨勢、機會及預測（依產品、價格範圍、銷售管道、地區及競爭格局分類，2021-2031年）

全球男士盥洗用品市場預計將從 2025 年的 279.2 億美元成長到 2031 年的 389.6 億美元，複合年成長率為 5.71%。

這個市場涵蓋專為男士設計的個人保健產品，包括剃須產品、護膚、護髮產品和除臭劑。主要成長要素包括男性氣質相關社會規範的轉變以及人們對健康和個人衛生的日益重視。消費者越來越傾向於採用超越基本需求的全面整裝儀容流程，包括預防性和美容護理。此外，男性護理習慣的污名化現象的消除以及製造商為滿足男性獨特的皮膚需求而策略性地擴展產品線，也進一步推動了這一轉變。

市場趨勢指標顯示，整裝儀容正日益融入日常生活。西班牙化妝品、盥洗用品和香水協會2024年報告稱，男性平均每天使用5.7種不同的化妝品，這表明他們的個人衛生習慣正從簡單的清潔轉向多步驟的護理流程。儘管有這一正面趨勢，但由於經濟波動，市場擴張仍面臨許多挑戰。持續的通貨膨脹和原料成本上漲正在擠壓利潤空間，降低消費者的購買力，這可能會阻礙價格敏感型細分市場的成長。

市場促進因素

男士產品的創新和多元化正在從根本上改變市場結構。製造商不再局限於傳統的刮鬍工具，而是積極研發多功能產品，以解決敏感肌膚、保濕和控油等特定肌膚問題。這種供應商層面的轉變與消費者趨勢相符，消費者越來越願意投資專業品牌而非通用功能產品。根據拜爾斯道夫公司於2024年8月發布的《2024年半年報》，妮維雅男士業務部門實現了10.6%的有機銷售成長。這主要得益於新興市場的銷售和定價策略，顯示男性消費者對有針對性的價值提案表現出更高的購買頻率和忠誠度。

同時，消費者對抗老化和高階護膚方案日益成長的興趣正在推動該品類收入的成長。男性越來越重視長期的皮膚健康，而「自我護理懷疑論」則促使他們更多地使用精華液、眼霜和抗疲勞產品。根據歐萊雅於2024年3月發布的2023年度報告，該公司消費者產品部門（包括歐萊雅男士專家品牌）實現了12.6%的同店銷售成長，凸顯了消費者對價格親民且高效的男士護理產品的需求激增。這一趨勢支撐了整個行業的財務穩定性，寶潔公司2024年男士護理部門的淨銷售額達到66億美元。這表明，對於那些能夠有效應對這些不斷變化的消費者偏好的多元化公司而言，蘊藏著巨大的商機。

市場挑戰

持續的通膨壓力和不斷上漲的原物料成本是經濟波動的主要特徵，這對全球男士洗護用品市場的成長構成了重大阻礙。這種金融不穩定迫使製造商應對飆升的生產和物流成本，而這些成本最終不可避免地會透過更高的零售價格轉嫁給消費者。隨著生活成本的上升，推動市場擴張的「全面照護習慣」正變得脆弱。面對購買力的下降，消費者為了合理化支出，往往會回歸基本的衛生用品。因此，那些對產業收入成長至關重要的多步驟、高利潤的護膚和造型習慣正逐漸被放棄。

通貨膨脹的影響有效地掩蓋了市場需求的真實狀況，並阻礙了實際銷售量的成長。根據英國美容協會2025年的數據，美容和個人護理行業的名義同比成長率為9%，但經通膨調整後的實質成長卻大幅下降至5%。這種差異表明，市場成長主要歸因於價格上漲，而非消費增加。因此，由於經濟負擔阻礙了價格敏感型消費者養成更高級的美容習慣，該市場難以實現真正的內部成長。

市場趨勢

訂閱式D2C（直接面對消費者）模式的擴張正在從根本上改變男性消費者獲取個人化照護和健康解決方案的方式。與傳統零售不同，這些平台利用遠端醫療和數據分析，針對脫髮症和皮膚疾病等特定問題提供客製化治療方案，從而提升了服務的可及性和隱私性。定期配送和個人化處方箋帶來的便利性推動了此模式的成功，並提高了客戶留存率。根據Hims & Hers Health, Inc.於2025年2月發布的《2024年第四季及全年財務業績報告》，該公司訂閱用戶數量達到220萬，年成長45%，這表明這種數位化優先策略具有快速擴充性和普及性。

同時，男士化妝品和美甲產品的普及正在挑戰業界傳統的性別界線。男性消費者擴大將遮瑕膏、眉膠和指甲油等產品融入日常生活，不再僅僅滿足日常清潔需求，而是追求提升個人形象。這種文化轉變受到社群媒體的影響，以及男性氣質定義日益多元化的推動，後者鼓勵男性透過美妝產品表達自我。市場數據也印證了這項行為變化。根據博姿於2025年英國發布的《2025年美妝趨勢報告》，男性美妝產品購買者數量較去年同期增加14%。隨著零售商最佳化門市佈局以迎合這個新興消費群體，一個尚未開發的龐大收入來源也隨之湧現。

目錄

第1章概述

第2章：調查方法

第3章執行摘要

第4章：客戶心聲

第5章：全球男士盥洗用品市場展望

• 市場規模及預測
  • 按金額
• 市佔率及預測
  • 依產品類別（除臭劑、護髮產品、護膚產品、淋浴設備產品）
  • 價格範圍（高階、大眾）
  • 銷售管道（大賣場/超級市場、百貨公司、藥局、線上通路、其他）
  • 按地區
  • 按公司（2025 年）
• 市場地圖

第6章：北美男士盥洗用品市場展望

• 市場規模及預測
• 市佔率及預測
• 北美洲：國別分析
  • 美國
  • 加拿大
  • 墨西哥

第7章：歐洲男士盥洗用品市場展望

• 市場規模及預測
• 市佔率及預測
• 歐洲：國別分析
  • 德國
  • 法國
  • 英國
  • 義大利
  • 西班牙

第8章：亞太地區男士盥洗用品市場展望

• 市場規模及預測
• 市佔率及預測
• 亞太地區：國別分析
  • 中國
  • 印度
  • 日本
  • 韓國
  • 澳洲

第9章：中東和非洲男士盥洗用品市場展望

• 市場規模及預測
• 市佔率及預測
• 中東與非洲：國別分析
  • 沙烏地阿拉伯
  • 阿拉伯聯合大公國
  • 南非

第10章：南美男士盥洗用品市場展望

• 市場規模及預測
• 市佔率及預測
• 南美洲：國別分析
  • 巴西
  • 哥倫比亞
  • 阿根廷

第11章 市場動態

• 促進因素
• 任務

第12章 市場趨勢與發展

• 併購
• 產品發布
• 近期趨勢

第13章：全球男士盥洗用品市場：SWOT分析

第14章：波特五力分析

• 產業競爭
• 新進入者的潛力
• 供應商的議價能力
• 顧客權力
• 替代品的威脅

第15章 競爭格局

• L'Oreal SA
• Unilever plc
• Beiersdorf AG
• The Procter & Gamble Company
• Kao Corporation
• Shiseido Co., Ltd.
• The Estee Lauder Companies Inc.
• Coty Inc.
• Molton Brown Limited
• Edgewell Personal Care Company

第16章 策略建議

第17章：關於研究公司及免責聲明

The Global Male Toiletries Market is projected to expand from USD 27.92 Billion in 2025 to USD 38.96 Billion by 2031, reflecting a 5.71% CAGR. This market encompasses personal care formulations specifically designed for men, such as shaving products, skincare, hair care, and deodorants. The primary growth drivers are evolving societal standards regarding masculinity and an increased collective emphasis on wellness and personal hygiene. Consumers are increasingly adopting thorough grooming routines that go beyond basic utility to include preventive and aesthetic care. This shift is further bolstered by the destigmatization of male beauty practices and manufacturers strategically expanding product lines to meet distinct male dermatological needs.

Market engagement metrics highlight this growing integration of grooming into everyday life. In 2024, the Spanish Cosmetics Toiletry and Perfumery Association reported that men used an average of 5.7 cosmetic products daily, illustrating a move from minimal hygiene habits to multi-step care rituals. Despite this positive trajectory, market expansion faces a major hurdle due to economic volatility. Persistent inflation and rising raw material costs threaten to squeeze profit margins and lower consumer purchasing power, potentially stalling growth in price-sensitive segments.

Market Driver

Product innovation and the diversification of male-specific offerings are fundamentally reshaping the market structure. Manufacturers are aggressively moving beyond standard shaving tools to introduce complex formulations that target specific dermatological concerns, such as sensitivity, hydration, and oil control. This supply-side push aligns with the consumer's growing willingness to invest in specialized brands that offer tailored benefits rather than generic utility. According to Beiersdorf's 'Half-Year Report 2024' released in August 2024, the NIVEA Men business unit recorded 10.6% organic sales growth, driven significantly by volume and pricing strategies in emerging markets, indicating that male consumers respond to targeted value propositions with increased purchase frequency and loyalty.

Simultaneously, a heightened focus on anti-aging and advanced skincare solutions is extending the category's revenue boundaries. Men are increasingly prioritizing long-term skin health, influenced by a destigmatized view of self-care that encourages the use of serums, eye creams, and anti-fatigue products. L'Oreal's '2023 Annual Report' from March 2024 noted that its Consumer Products Division, which houses the L'Oreal Men Expert brand, achieved 12.6% like-for-like growth, highlighting the surging demand for accessible yet effective grooming formulations. This trend supports the sector's broader financial stability, with Procter & Gamble reporting net sales of $6.6 billion in the grooming segment in 2024, demonstrating the substantial revenue available to conglomerates that successfully cater to these evolving preferences.

Market Challenge

Economic volatility, characterized by persistent inflationary pressures and rising raw material costs, stands as a formidable barrier to the growth of the Global Male Toiletries Market. This financial instability forces manufacturers to contend with escalating production and logistical expenses, which are inevitably passed down to the consumer through higher shelf prices. As the cost of living rises, the "comprehensive grooming regimens" that drive market expansion become vulnerable. Consumers facing reduced purchasing power often rationalize their spending by reverting to basic hygiene essentials, thereby abandoning the multi-step, higher-margin skincare and styling rituals that are crucial for industry revenue growth.

This inflationary impact effectively masks the true state of market demand and hampers real volume expansion. According to the British Beauty Council in 2025, the beauty and personal care sector recorded a nominal growth of 9% for the preceding year, but this figure was significantly reduced to 5% when adjusted for inflation. This discrepancy highlights that a substantial portion of apparent market gains is driven by price hikes rather than increased consumption. Consequently, the market struggles to achieve genuine organic growth as economic strain deters the adoption of sophisticated grooming habits among price-sensitive demographics.

Market Trends

The expansion of subscription-based direct-to-consumer models is fundamentally altering how male consumers access personalized grooming and wellness solutions. Unlike traditional retail, these platforms leverage telemedicine and data analytics to offer customized treatments for specific concerns such as hair loss and dermatological conditions, thereby increasing accessibility and discretion. This model's success is driven by the convenience of recurring delivery and the personalization of formulations, which fosters high consumer retention. According to Hims & Hers Health, Inc.'s 'Fourth Quarter and Full Year 2024 Financial Results' from February 2025, the company's subscriber base grew to 2.2 million, representing a 45% increase year-over-year, illustrating the rapid scalability and adoption of this digital-first approach.

Simultaneously, the mainstreaming of men's cosmetics and nail care is challenging traditional gender boundaries within the sector. Male consumers are increasingly venturing beyond functional hygiene into aesthetic enhancement, adopting products such as concealers, brow gels, and nail polish as standard parts of their routine. This cultural shift is propelled by social media influence and a broader definition of masculinity that embraces self-expression through beauty products. Market data corroborates this behavioral change; according to the Boots UK 'Boots Beauty Trends Report 2025' released in February 2025, the retailer registered a 14% increase in men shopping for beauty products over the preceding year, highlighting a significant untapped revenue stream as retailers optimize store layouts to cater to this emerging demographic.

Key Market Players

• L'Oreal S.A.
• Unilever plc
• Beiersdorf AG
• The Procter & Gamble Company
• Kao Corporation
• Shiseido Co., Ltd.
• The Estee Lauder Companies Inc.
• Coty Inc.
• Molton Brown Limited
• Edgewell Personal Care Company

Report Scope

In this report, the Global Male Toiletries Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Male Toiletries Market, By Product

• Deodorants
• Haircare Products
• Skincare Products
• Shower Products

Male Toiletries Market, By Price Range

• Premium
• Mass

Male Toiletries Market, By Sales Channel

• Hypermarket/Supermarket
• Departmental stores
• Pharmacies
• Online
• Others

Male Toiletries Market, By Region

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Male Toiletries Market.

Available Customizations:

Global Male Toiletries Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Male Toiletries Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Product (Deodorants, Haircare Products, Skincare Products, Shower Products)
  • 5.2.2. By Price Range (Premium, Mass)
  • 5.2.3. By Sales Channel (Hypermarket/Supermarket, Departmental stores, Pharmacies, Online, Others)
  • 5.2.4. By Region
  • 5.2.5. By Company (2025)
• 5.3. Market Map

6. North America Male Toiletries Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Product
  • 6.2.2. By Price Range
  • 6.2.3. By Sales Channel
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Male Toiletries Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Product
      • 6.3.1.2.2. By Price Range
      • 6.3.1.2.3. By Sales Channel
  • 6.3.2. Canada Male Toiletries Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Product
      • 6.3.2.2.2. By Price Range
      • 6.3.2.2.3. By Sales Channel
  • 6.3.3. Mexico Male Toiletries Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Product
      • 6.3.3.2.2. By Price Range
      • 6.3.3.2.3. By Sales Channel

7. Europe Male Toiletries Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Product
  • 7.2.2. By Price Range
  • 7.2.3. By Sales Channel
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Male Toiletries Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Product
      • 7.3.1.2.2. By Price Range
      • 7.3.1.2.3. By Sales Channel
  • 7.3.2. France Male Toiletries Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Product
      • 7.3.2.2.2. By Price Range
      • 7.3.2.2.3. By Sales Channel
  • 7.3.3. United Kingdom Male Toiletries Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Product
      • 7.3.3.2.2. By Price Range
      • 7.3.3.2.3. By Sales Channel
  • 7.3.4. Italy Male Toiletries Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Product
      • 7.3.4.2.2. By Price Range
      • 7.3.4.2.3. By Sales Channel
  • 7.3.5. Spain Male Toiletries Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Product
      • 7.3.5.2.2. By Price Range
      • 7.3.5.2.3. By Sales Channel

8. Asia Pacific Male Toiletries Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Product
  • 8.2.2. By Price Range
  • 8.2.3. By Sales Channel
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Male Toiletries Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Product
      • 8.3.1.2.2. By Price Range
      • 8.3.1.2.3. By Sales Channel
  • 8.3.2. India Male Toiletries Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Product
      • 8.3.2.2.2. By Price Range
      • 8.3.2.2.3. By Sales Channel
  • 8.3.3. Japan Male Toiletries Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Product
      • 8.3.3.2.2. By Price Range
      • 8.3.3.2.3. By Sales Channel
  • 8.3.4. South Korea Male Toiletries Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Product
      • 8.3.4.2.2. By Price Range
      • 8.3.4.2.3. By Sales Channel
  • 8.3.5. Australia Male Toiletries Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Product
      • 8.3.5.2.2. By Price Range
      • 8.3.5.2.3. By Sales Channel

9. Middle East & Africa Male Toiletries Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Product
  • 9.2.2. By Price Range
  • 9.2.3. By Sales Channel
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Male Toiletries Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Product
      • 9.3.1.2.2. By Price Range
      • 9.3.1.2.3. By Sales Channel
  • 9.3.2. UAE Male Toiletries Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Product
      • 9.3.2.2.2. By Price Range
      • 9.3.2.2.3. By Sales Channel
  • 9.3.3. South Africa Male Toiletries Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Product
      • 9.3.3.2.2. By Price Range
      • 9.3.3.2.3. By Sales Channel

10. South America Male Toiletries Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Product
  • 10.2.2. By Price Range
  • 10.2.3. By Sales Channel
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Male Toiletries Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Product
      • 10.3.1.2.2. By Price Range
      • 10.3.1.2.3. By Sales Channel
  • 10.3.2. Colombia Male Toiletries Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Product
      • 10.3.2.2.2. By Price Range
      • 10.3.2.2.3. By Sales Channel
  • 10.3.3. Argentina Male Toiletries Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Product
      • 10.3.3.2.2. By Price Range
      • 10.3.3.2.3. By Sales Channel

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Male Toiletries Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. L'Oreal S.A.
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. Unilever plc
• 15.3. Beiersdorf AG
• 15.4. The Procter & Gamble Company
• 15.5. Kao Corporation
• 15.6. Shiseido Co., Ltd.
• 15.7. The Estee Lauder Companies Inc.
• 15.8. Coty Inc.
• 15.9. Molton Brown Limited
• 15.10. Edgewell Personal Care Company

16. Strategic Recommendations

17. About Us & Disclaimer