鬍鬚修饰产品市场机会、成长动力、产业趋势分析及 2025 - 2034 年预测

2024 年全球鬍鬚修饰产品市场规模达 239 亿美元，预计到 2034 年将以 6.4% 的复合年增长率成长至 438 亿美元。社会对男性修饰态度的显着转变以及年轻一代对个人护理的日益重视推动了该市场的成长。千禧世代和 Z 世代消费者更加重视修饰，将其视为生活方式和身分认同的一部分，将其视为自我表达的体现，而非仅仅是卫生习惯。这种文化变革推动了对高级鬍鬚护理解决方案的需求，例如造型套装、保湿产品和修饰配件。线上平台在提升消费者认知度方面发挥着至关重要的作用，不断有内容教育消费者正确的修饰技巧和产品使用方法，鼓励他们探索新的修饰解决方案。随着修饰成为各年龄层的主流行为，产品的使用频率也在增加，这有助于将鬍鬚保养正常化，成为日常护理的一部分。这种转变使鬍鬚修饰从一种随意的习惯转变为男性个人修饰习惯的一个重要方面，促进了所有地区的稳定需求。

儘管有这些成长动力，市场仍面临挑战，包括日益饱和的市场。越来越多的品牌提供几乎相同的产品线——鬍鬚油、润唇膏、乳霜、修剪器——这使得企业更难打造独特的品牌形象。随着竞争加剧，企业难以维持利润率，这往往导致价格压力。此外，围绕成分标准、行销宣传和标籤要求的监管复杂性在不同国际市场上有所不同。这些法规对小型企业构成了特殊的障碍，由于合规成本和物流困难，限制了它们扩大规模或进入全球市场的能力。

就产品类型而言，2024年，乳霜和润唇膏占据市场主导地位，创造了93亿美元的收入，预计在预测期内的复合年增长率为6.3%。这些产品因其多功能特性而持续受到欢迎，只需一次使用即可提供调理、保湿和轻度定型的功效。其易用性和有效性使其对追求精简修饰流程的消费者极具吸引力。尤其是鬍鬚润唇膏，其质地更浓稠，提供实用的造型解决方案，易于控制，且不会留下油腻的残留物。其深层保湿成分有助于随着时间的推移改善鬍鬚质地，使其成为中长鬍鬚消费者的首选。

按最终用途划分，个人消费者细分市场在 2024 年成为市场领导者，占总收入的 57%，预计到 2034 年将以 6.5% 的复合年增长率成长。推动这一细分市场发展的关键因素之一是在家中进行美容的兴起，这得益于网路教学内容的广泛传播。越来越多的男性选择独立管理自己的美容，减少对专业理髮师的依赖。这一趋势导致对专为个人使用而设计的用户友好型产品的需求激增。此外，网上购物和订阅服务的普及也进一步支持了这个细分市场的成长。这些平台提供便利、及时的配送和个人化的美容解决方案，从而提高了客户参与度和忠诚度。 DIY 美容套装价格实惠且供应广泛，使其能够被广泛的消费者群体所接受，巩固了其在市场上的主导地位。

从分销角度来看，线下零售在2024年占据了全球市场71%的最大份额，预计未来十年的复合年增长率将达到6.1%。实体零售对许多消费者来说仍然至关重要，尤其是那些重视在购买前亲自试用产品的消费者。店内咨询和推荐有助于发现产品，尤其对于寻求客製化建议的新用户。便利性也发挥了一定作用，在超市或药局的常规购物过程中，美容产品经常会被添加到购物车中。沙龙和理髮店透过口碑推广和销售点服务促进了线下销售。儘管如此，由于技术应用的不断提高和产品种类的不断丰富，数位管道正在蓬勃发展。电子商务正变得更加动态，提供客製化的购物体验、人工智慧驱动的推荐以及模拟店内体验的互动式产品演示。

就区域表现而言，美国占据北美市场 80% 的份额，占据主导地位，2024 年市场收入达 57 亿美元。美国成熟的美容文化加上强大的消费者意识，支撑了持续的需求。美国男性对保持整洁外表的兴趣日益浓厚，推动了各类美容产品的购买。本土产业受益于一些知名公司，这些公司根据消费者偏好调整产品，尤其是在清洁标籤产品和创新配方方面。合併、工厂扩建和合作产品开发等策略性业务措施正在巩固其市场地位。各公司积极投资研发，以改善产品功能和美观度，同时注重环保包装和符合道德标准的原料采购。这些因素将持续决定鬍鬚护理产品市场格局的演变。

目录

第一章：方法论与范围

第二章：执行摘要

第三章：行业洞察

• 产业生态系统分析
  • 供应商格局
  • 利润率
  • 每个阶段的增值
  • 影响价值链的因素
  • 中断
• 产业衝击力
  • 成长动力
  • 产业陷阱与挑战
  • 机会
• 成长潜力分析
• 未来市场趋势
• 技术和创新格局
  • 当前的技术趋势
  • 新兴技术
• 价格趋势
  • 按地区
  • 依产品类型
• 监理框架
  • 标准和认证
  • 环境法规
  • 进出口法规
• 波特五力分析
• PESTEL分析
• 消费者行为分析
  • 购买模式
  • 偏好分析
  • 消费者行为的区域差异
  • 电子商务对购买决策的影响

第四章：竞争格局

• 介绍
• 公司市占率分析
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 中东和非洲
    • 拉丁美洲
• 公司矩阵分析
• 主要市场参与者的竞争分析
• 竞争定位矩阵
• 关键进展
  • 併购
  • 伙伴关係与合作
  • 新产品发布
  • 扩张计划

第五章：市场估计与预测：依产品类型，2021 - 2034 年

• 主要趋势
• 油和精华液
• 乳霜/润唇膏
• 凝胶和蜡
• 洁面乳
• 修剪器
• 其他

第六章：市场估计与预测：依成分，2021 - 2034 年

• 主要趋势
• 传统的
• 有机的

第七章：市场估计与预测：按价格，2021 - 2034 年

• 低的
• 中等的
• 高的

第八章：市场估计与预测：按用途，2021 - 2034 年

• 药
• 一般

第九章：市场估计与预测：依最终用途，2021 - 2034

• 主要趋势
• 个人使用
• 商业用途

第 10 章：市场估计与预测：按配销通路，2021 年至 2034 年

• 主要趋势
• 在线的
  • 电子商务
  • 公司网站
• 离线
  • 超市/大卖场
  • 专业零售店
  • 其他（独立零售商等）

第 11 章：市场估计与预测：按地区，2021 年至 2034 年

• 主要趋势
• 北美洲
  • 我们
  • 加拿大
• 欧洲
  • 德国
  • 英国
  • 法国
  • 西班牙
  • 义大利
  • 荷兰
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 澳洲
  • 韩国
• 拉丁美洲
  • 巴西
  • 墨西哥
  • 阿根廷
• MEA
  • 南非
  • 沙乌地阿拉伯
  • 阿联酋

第十二章：公司简介

• 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