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市场调查报告书
商品编码
1833536
2032 年男士美容及健康市场预测:按产品、价格、人口统计、分销管道和地区进行的全球分析Men's Grooming and Wellness Market Forecasts to 2032 - Global Analysis By Product, Price, Demographic, Distribution Channel, and By Geography |
根据 Stratistics MRC 的数据,全球男性美容和健康市场预计在 2025 年达到 527 亿美元,到 2032 年将达到 693 亿美元,预测期内的复合年增长率为 4%。
男士美容与健康是指专为男士设计的个人护理、卫生、护肤、头髮护理和健康的综合实践。该市场涵盖专注于提升外观、保持卫生和支持整体健康的产品和服务。该市场涵盖剃须用品、护肤品、美容设备、香水、营养补充剂和健康服务。男士美容与健康正在演变成一种生活方式,这反映了消费者观念的转变、文化接受度的提升以及对男性自我护理习惯的日益重视。
根据麦肯锡公司的分析,男性美容市场正在从基本卫生扩展到高端护肤和健康解决方案。
拓展电子商务美容平台
男士美容和健康市场在很大程度上得益于专注于美容产品的电商平台的快速扩张。亚马逊、Nykaa 等线上零售管道以及小众新兴企业提供全球覆盖和便利的送货上门服务,提升了消费者的可及性。在宣传活动和订阅模式的推动下,男士美容必需品的线上购买量正在上升。此外,多样化的产品供应、忠诚度计画和个人化建议的推出,正在增强消费者的参与度,并透过数位生态系统推动稳定的需求。
本土品牌竞争激烈
市场面临来自区域和本土品牌日益激烈的竞争制约,这些品牌提供价格实惠的替代方案。这些品牌通常利用文化亲和力、激进的定价和本地分销策略来从跨国公司手中抢占市场份额。在消费者成本意识的驱动下,尤其是在新兴市场,跨国公司难以维持其品牌主导地位。本土品牌能够快速适应不断变化的偏好,这进一步加剧了这项挑战。日益激烈的竞争限制了高端品牌的渗透,并给全球定价策略带来了压力。
天然有机美容产品
男性消费者对天然和有机美容产品的需求激增,蕴藏着巨大的商机。随着人们健康意识的增强以及对化学化妆品的担忧,提供环保、无农药和草本成分产品的品牌日益受到青睐。在洁净标示意识的推动下,男性正在投资亲肤无毒的美容产品。此外,有机鬍鬚油、洗面乳和健康补充品的高端定位吸引了更年轻的消费群体。这一趋势为在竞争激烈的市场中实现创新和品牌差异化创造了空间。
全球仿冒品氾滥
全球仿冒美容产品氾滥是市场面临的一大威胁。这些仿冒品往往在品质、安全性和功效上有问题,损害了消费者对正品的信任。由于线上市场和本地零售通路执法不力,仿冒品产品损害了正品的销售量。此外,仿冒品的氾滥使消费者接触有害成分,增加了健康风险。欧莱雅和宝洁等知名品牌的声誉受损,迫使业界企业投资防伪措施和强大的认证技术。
新冠疫情对男士美容和健康市场产生了多方面的影响。一方面,商店关闭和社交聚会减少暂时抑制了高端美容和沙龙产品的需求。另一方面,商店关闭也提振了个人护理、卫生用品和DIY美容套件的线上销售。人们健康意识的增强也推动了护肤和营养补充剂等品类的销售。疫情加速了数位化应用,推动了电商成长和订阅式销售。总体而言,该行业已转向更全面的自我护理解决方案。
鬍鬚和鬍鬚护理市场预计将在预测期内成为最大的市场
由于脸部修饰趋势日益流行,鬍鬚和鬍鬚护理领域预计将在预测期内占据市场主导地位。受全球鬍鬚文化机芯和社群媒体影响的推动,鬍鬚油、鬍鬚蜡、鬍鬚修剪器和鬍鬚膏等产品正受到广泛欢迎。高端品牌瞄准年轻都市男性,推出专用修饰套件,巩固了其在该领域的领先地位。此外,新兴市场在整装仪容方面的支出不断增长,进一步巩固了该领域在全球的主导地位。
预计预测期内该年龄层的复合年增长率最高
预计在预测期内,按年龄层分類的细分市场将实现最高成长率。这得归功于千禧世代和Z世代消费者的美容意识不断增强,他们深受明星代言和数位宣传活动的影响。年轻男性越来越倾向于尝试保健品、护肤和客製化美容解决方案。此外,亚太和北美都市区青年的购买力不断提升也推动了需求成长。这一细分市场的活力凸显了男性美容消费行为的演变。
预计亚太地区将在预测期内占据最大的市场份额,这得益于其庞大的消费群、都市化以及不断增长的可支配收入。在印度、中国和日本等国家,男性文化转向自我护理,这推动了对美容产品的强劲需求。在高端美容沙龙和电商平台的推动下,男性正在增加对护肤、护髮和健康类别的投资。此外,全球品牌正在积极拓展其在该地区的业务,以利用不断变化的消费者偏好。
在预测期内,北美预计将实现最高的复合年增长率,这得益于消费者对健康、洁净标示美容和高端生活方式产品日益增长的兴趣。美国和加拿大的男性越来越青睐高品质、天然的美容产品。在名人影响力和社群媒体的推动下,美容套件、补充剂和抗衰老产品的普及正在加速。此外,强大的零售业务、数位优先品牌以及订阅模式的兴起正在重塑市场格局。这些因素正在推动该地区的成长势头。
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.