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市場調查報告書
商品編碼
1968481
剃鬚前產品市場-全球產業規模、佔有率、趨勢、機會與預測:按產品、銷售管道、地區和競爭對手分類,2021-2031年Pre-Shave Products Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product, By Sales Channel, By Region & Competition, 2021-2031F |
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全球刮鬍前用劑產品市場預計將從 2025 年的 87.7 億美元成長到 2031 年的 123.6 億美元,複合年成長率為 5.88%。
這個市場主要由磨砂膏、凝膠、乳霜和精油等專業產品組成,這些產品在剃須前使用,可以軟化毛孔,並在皮膚和刀片之間形成保護層。推動該產業發展的主要經濟因素是男性消費者行為的顯著轉變。具體而言,男性消費者對整裝儀容的關注度日益提高,並且越來越需要能夠減少剃鬚灼傷和皮膚刺激的護理產品。此外,男性可支配收入的增加和皮膚健康意識的提高也促進了市場的發展,推動了超越單純除毛的全面整裝儀容習慣的普及。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 87.7億美元 |
| 市場規模:2031年 | 123.6億美元 |
| 複合年成長率:2026-2031年 | 5.88% |
| 成長最快的細分市場 | 線上 |
| 最大的市場 | 北美洲 |
儘管存在這些積極趨勢,但由於鬍鬚潮流的不斷變化,尤其是鬍鬚造型的持續流行,市場仍面臨著巨大的挑戰。這自然導致剃鬚頻率的降低和刮鬍前用劑產品消費量的下降。日常使用量的減少可能會抑制傳統濕式剃毛配件的銷售成長。然而,人們對個人護理的整體興趣依然濃厚。西班牙化妝品、盥洗用品和香水協會 (STANPA) 的報告顯示,2024 年個人保健產品(包括衛生和整裝儀容產品)的銷售額增加了 5.8%。這一數字表明,儘管某些剃須習慣正在改變,但人們對整裝儀容和個人保健產品的基本投入仍在持續成長。
男性護膚和整裝儀容意識的日益增強,正成為全球刮鬍前用劑產品市場的主要驅動力,推動消費者習慣從單純的除毛轉變為全面的皮膚健康護理。現代消費者越來越重視旨在改善膚質和預防刺激的多步驟護理,從而對專業剃須霜、磨砂膏和剃須油等剃須前護理產品產生了強勁的需求。這一趨勢也反映在主要企業的財務表現中。例如,聯合利華在2025年7月發布的「2025會計年度上半年業績報告」中指出,個人保健部門(包括眾多男士護理品牌)實現了4.8%的銷售額成長,凸顯了其在個人護理領域的持續成長勢頭。
第二個關鍵促進因素是持續的產品創新。製造商正積極研發先進配方,以解決常見的剃鬚問題,例如毛髮倒生和剃刀灼傷。透過採用先進的輸送系統和創新成分,品牌有效地實現了產品差異化,並加深了與成熟市場消費者的聯繫。這種對產品卓越性的關注正在帶來實際的經濟效益。寶潔公司於2025年1月發布的2025年第二季財報顯示,其個人護理部門的有機銷售額成長了2%,這主要得益於創新主導的銷售成長。此外,Edgewell Personal Care於2025年8月發布的2025年第三季財報顯示,全球部分地區的需求保持穩定,其中濕剃產品類別推動國際有機淨銷售額成長了2.2%。
全球刮鬍前用劑產品市場成長的主要障礙之一是消費者對長鬍鬚的持續偏好。這種時尚潮流正在從根本上改變濕式剃毛產品的消費週期。隨著男士們從日常剃須轉向長期留鬍鬚,需要剃須的皮膚區域縮小到僅剩下邊緣和頸部。因此,用於在皮膚上形成保護屏障的刮鬍前用劑凝膠、乳霜和精油等產品的實際需求顯著降低。這種行為轉變直接導致產品補貨率下降,並形成結構性銷售量上限,限制了市場滲透率,儘管可支配收入不斷成長。
與男士護理市場整體擴張形成鮮明對比的是,剃須前護理產品的使用頻率下降,導致該細分市場成長明顯放緩。近期產業指標也印證了這項影響,凸顯了傳統刮鬍用品面臨的挑戰。例如,根據義大利化妝品協會(Cosmetica Italia)的報告顯示,包括刮鬍泡、刮鬍皂和刮鬍啫咖哩在內的特定類別預計到2024年僅成長1.8%,遠低於其他個人護理領域的強勁成長勢頭。這些數據表明,鬍鬚潮流有效地將剃鬚前護理市場與男士個人衛生支出的整體成長隔離開來。
全球剃鬚前產品市場正經歷著向環保永續包裝轉型的趨勢,這重新定義了企業的商業優先事項。隨著消費者越來越傾向於循環使用而非原生塑膠,各大品牌紛紛淘汰一次性材料,轉而採用再生塑膠(PCR)和可生物分解材料來生產剃須前凝膠、乳霜和精油。永續性不再僅僅被視為一項監管要求,而是被視為一項關鍵的競爭優勢。領先的個人護理公司在材料使用量方面的減少是可以量化的。 Edgewell Personal Care 發布的 2024 年 6 月《2023 會計年度永續發展報告》顯示,與 2019 年相比,刮鬍刀和刀片包裝中石油衍生塑膠的使用量減少了 55.8%,這表明整個產業正在向環保包裝形式發生顯著轉變。
同時,針對敏感肌膚的專用配方需求日益成長,這主要得益於男士們將剃須前護理視為預防皮膚刺激的治療步驟。這個趨勢推動了「護膚美容」混合型產品的研發,這類產品融合了護膚和功能性除毛的雙重功效,蘊含洋甘菊和菸鹼醯胺等臨床級舒緩成分。這種健康意識的提升所帶來的經濟影響,從主要市場參與者的表現中可見一斑。拜爾斯道夫公司在2024年10月發布的2024年第三季財報中指出,妮維雅品牌實現了9.4%的有機銷售成長。男士刮鬍產品,尤其是在重點地區的強勁表現,凸顯了消費者對具有護膚功效的男士護理產品的強烈需求。
The Global Pre-Shave Products Market is projected to expand from USD 8.77 Billion in 2025 to USD 12.36 Billion by 2031, reflecting a compound annual growth rate of 5.88%. This market consists of specialized preparations such as scrubs, gels, creams, and oils that are applied before shaving to soften hair follicles and establish a protective layer between the skin and the blade. The primary economic forces driving this sector include a significant transformation in male consumer behavior, marked by a greater focus on personal grooming and a rising demand for routines that mitigate razor burn and skin irritation. Additionally, the market benefits from increasing disposable incomes among men and a heightened awareness of skin health, which fosters the adoption of comprehensive grooming regimens beyond simple hair removal.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 8.77 Billion |
| Market Size 2031 | USD 12.36 Billion |
| CAGR 2026-2031 | 5.88% |
| Fastest Growing Segment | Online |
| Largest Market | North America |
Despite this favorable trajectory, the market encounters a notable obstacle due to evolving facial hair trends, particularly the sustained popularity of full beards, which naturally lowers shaving frequency and the associated consumption of pre-shave products. This decrease in daily usage can constrain volume growth for traditional wet-shaving accessories. Nevertheless, overall interest in personal care remains strong; the Spanish Cosmetics, Toiletry and Perfumery Association (STANPA) reported that sales of personal care products, including hygiene and grooming essentials, grew by 5.8% in 2024. This figure indicates that while specific shaving habits may shift, the fundamental investment in grooming and personal care products continues to rise.
Market Driver
A heightened awareness of skincare and grooming among men serves as a primary catalyst for the Global Pre-Shave Products Market, transforming consumer habits from functional hair removal to holistic skin health routines. Modern consumers increasingly prioritize multi-step regimens designed to improve skin texture and prevent irritation, generating strong demand for preparatory treatments like specialized creams, scrubs, and oils. This trend is reflected in the financial results of major conglomerates; for example, Unilever reported in its 'First Half 2025 Results' from July 2025 that its Personal Care division, home to key male grooming brands, achieved 4.8% underlying sales growth, highlighting continued momentum in the hygiene sector.
The second crucial driver is continuous product innovation, as manufacturers actively develop advanced formulations to combat common shaving issues such as ingrown hairs and razor burn. By incorporating sophisticated delivery systems and novel ingredients, brands are effectively differentiating their products and engaging consumers in mature markets. This focus on product superiority is generating tangible economic results; Procter & Gamble's 'Q2 Fiscal Year 2025 Results' from January 2025 noted a 2% rise in organic sales within its Grooming segment, largely fueled by innovation-led volume growth. Additionally, global demand remains steady in specific regions, as evidenced by Edgewell Personal Care's 'Third Quarter Fiscal 2025 Results' from August 2025, which showed a 2.2% increase in international organic net sales driven by the Wet Shave category.
Market Challenge
A significant hurdle limiting the growth of the Global Pre-Shave Products Market is the persistent consumer preference for longer facial hair and full beards. This fashion trend fundamentally reshapes the consumption cycle for wet-shaving items; as men move from daily clean-shaven styles to maintaining permanent facial hair, the skin area requiring shaving is reduced to just edging or necklines. Consequently, the functional need for pre-shave gels, creams, and oils-designed to form a protective barrier for the blade-diminishes substantially. This shift in behavior results in a direct drop in product replenishment rates, establishing a structural volume ceiling that restricts market penetration even as disposable incomes rise.
This reduced usage frequency acts as a measurable drag on the segment, contrasting negatively with the broader expansion in male grooming. The impact is visible in recent industry metrics that highlight the challenges faced by traditional shaving adjuncts. For instance, Cosmetica Italia reported that in 2024, the specific category comprising shaving foams, soaps, and gels grew by only 1.8%, a rate significantly lower than the dynamic growth observed in other personal care sectors. This data emphasizes how the popularity of beards effectively decouples the pre-shave market from the wider increase in male hygiene spending.
Market Trends
The move toward eco-friendly and sustainable packaging is redefining operational priorities in the Global Pre-Shave Products Market, as consumers increasingly favor circular solutions over virgin plastics. In response, brands are removing single-use materials and utilizing post-consumer recycled (PCR) or biodegradable content for their pre-shave gels, creams, and oils, treating sustainability as a key competitive advantage rather than just a regulatory requirement. This reduction in material usage is quantifiable among major grooming companies; Edgewell Personal Care's 'Fiscal 2023 Sustainability Report' from June 2024 noted a 55.8% reduction in virgin petroleum-based plastic within its razors and blades packaging compared to a 2019 baseline, demonstrating the industry's significant shift toward eco-responsible formats.
Concurrently, there is growing traction for specialized formulations designed for sensitive skin, driven by men who regard pre-shave application as a therapeutic step to avoid irritation. This trend is encouraging the rise of dermocosmetic hybrids containing clinical-grade soothing ingredients such as chamomile and niacinamide, bridging the divide between advanced skincare and functional hair removal. The economic influence of this health-focused demand is clear in the results of major market players; Beiersdorf reported in its 'Quarterly Statement 9M 2024' from October 2024 that the NIVEA brand attained 9.4% organic sales growth, with the Men Shaving category performing notably well in key regions, highlighting the strong consumer desire for skin-protective grooming products.
Report Scope
In this report, the Global Pre-Shave Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Pre-Shave Products Market.
Global Pre-Shave Products 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: