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市场调查报告书
商品编码
1797906
全球男士美容产品市场:2032 年预测 - 按产品、类型、类别、分销管道、最终用户和地区进行分析Men's Grooming Products Market Forecasts to 2032 - Global Analysis By Product, Type, Category, Distribution Channel, End User and By Geography |
根据 Stratistics MRC 的数据,全球男士美容产品市场预计在 2025 年达到 653.6 亿美元,到 2032 年将达到 988 亿美元,预测期内的复合年增长率为 6.08%。
随着现代男性越来越注重外表和个人卫生,男士护理产品也越来越受欢迎。这类产品种类繁多,包括除臭剂、护肤乳液、美髮产品、鬍鬚油、刮鬍膏以及男士香水。日益增强的自我护理意识、不断变化的生活方式、社交媒体的影响以及名人代言都是推动这一市场成长的因素。有机和天然成分的创新也吸引了注重健康的消费者。整体而言,男士护理产品正从小众市场发展到普及化,这反映出男性日常生活中越来越注重整体健康和自信的趋势。
根据 LendingTree 2023 年的一项调查,美国男性每年在化妆品上的花费高于女性:男性为 2,256 美元,而女性为 1,283 美元。
增强个人卫生知识
随着人们对个人卫生的重要性及其对健康和社会认知的影响的认知度不断提高,男士对美容产品的需求也随之增长。如今,男士们意识到良好的整装仪容和护肤习惯不仅可以改善外貌,还能预防体味、头皮屑和痤疮等问题。此外,健康宣传活动、皮肤科医生的建议以及媒体内容也推动了这项认知的提升,这些活动鼓励男士改善日常卫生习惯,并购买能够提升自信的产品。
昂贵的高级产品
许多男士护理产品比基本款价格更高,尤其是那些定位奢华、有机或高科技的产品。价格敏感的消费者可能会限制市场扩张,尤其是在价格敏感地区和年轻的新兴市场消费者。奢华护理产品未能广泛普及的原因在于,儘管男性愿意为品质和品牌声誉支付溢价,但仍有相当一部分人偏好价格较低的产品。
人们对有机和天然产品的兴趣日益浓厚
日益增长的健康意识和对化学物质暴露的担忧,为企业打造天然、有机、无农药的男士护理产品提供了巨大的机会。不含对羟基苯甲酸酯、硫酸盐和人工香料,含有植物来源成分的产品也越来越受到消费者的欢迎。此外,这种变化不仅符合全球健康趋势,也吸引了注重环保、重视永续性的男士。透过在这个市场中创新,企业可以在竞争中脱颖而出,并抓住消费者对更环保、更安全的护理产品的强烈需求。
市场竞争激烈
男士护理市场竞争激烈,许多本地、区域和国际品牌争相吸引消费者的注意。随着包括直销公司和利基新兴企业在内的新竞争对手涌入市场,竞争愈演愈烈。知名品牌必须不断创新,并投入大量行销资金才能维持业务。此外,激进的折扣和价格战降低了利润率,使小型企业难以成长。在这种拥挤的市场环境中,盈利和品牌忠诚度不断受到威胁。
新冠疫情对男士护理产品市场产生了许多影响。由于许多男士的服装更加休閒,封锁和在家工作的趋势最初减少了某些护理产品的需求,例如刮鬍膏和定型啫咖哩。然而,疫情加速了电子商务的普及,使企业能够透过线上管道直接与客户沟通。这场健康危机也提高了人们对卫生和自我护理的重视,从而带动了护肤、消毒和健康相关的护理产品的销售成长。随着疫情后社交活动的恢復,人们对整装仪容的兴趣再次浮现,市场正在復苏,这标誌着人们正转向注重外观、健康和保健的整体整装仪容。
预计传统细分市场在预测期内将占最大份额
预计传统产品领域将在预测期内占据最大市场占有率,这主要得益于其广泛的可用性、知名品牌和产品种类。传统护理产品通常含有合成成分,这些成分有利于大规模生产、成本效益高、保质期长,从而能够吸引更广泛的消费者。这些产品分为除臭剂、髮胶和刮鬍膏等不同类别,吸引了那些兼顾性价比和功效的男性。此外,儘管对天然和有机替代品的需求日益增长,但传统产品凭藉其强大的分销网络和消费者的熟悉度,仍然占据市场主导地位。
预计青少年(13-19 岁)族群在预测期内的复合年增长率最高
预计青少年(13-19岁)族群将在预测期内达到最高成长率。社群媒体和名人代言的影响力正在提升年轻男性对整装仪容和外表的关注,从而推动这一成长。青少年在使用护肤、护髮和造型产品方面也变得更加大胆。有针对性且价格实惠的美容产品的日益普及,以及该年龄层可支配收入的不断增长,也刺激了市场渗透。此外,品牌拥有黄金机会,可以在这一细分市场中儘早培养持久的消费者忠诚度。
预计亚太地区将在预测期内占据最大的市场占有率。男性人口的快速增长、可支配收入的提高以及个人卫生和美容意识的不断增强是推动亚太地区占据主导地位的关键因素。受都市化、生活方式的转变以及社交媒体和名人的影响等因素的影响,中国、印度、日本和韩国等国家对男士美容产品的需求急剧增长。此外,美容和个人保健产品零售基础设施的完善以及电商平台的兴起,使得这些产品更容易被全部区域的广大消费者所接受。
预计中东和非洲地区在预测期内的复合年增长率最高。推动这一快速成长的因素包括:越来越多注重外表和风格的年轻人、可支配收入的增加以及男性对整装仪容的意识不断增强。零售基础设施的建设、都市化以及西方美容潮流在社群媒体上的影响力推动了对各种美容产品的需求。此外,为了满足该地区男性独特的美容需求,本地和国际品牌不断增加的投资,也推动该地区市场以比其他地区更快的速度扩张。
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.