男士盥洗用品市场－全球产业规模、份额、趋势、机会及预测（依产品、价格范围、销售管道、地区及竞争格局划分，2021-2031年）

全球男士盥洗用品市场预计将从 2025 年的 279.2 亿美元成长到 2031 年的 389.6 亿美元，复合年增长率为 5.71%。

这个市场涵盖专为男士设计的个人保健产品，包括剃须产品、护肤、护髮产品和除臭剂。主要成长要素包括男性气质相关社会规范的转变以及人们对健康和个人卫生的日益重视。消费者越来越倾向于采用超越基本需求的全面整装仪容流程，包括预防性和美容护理。此外，男性护理习惯的污名化现象的消除以及製造商为满足男性独特的皮肤需求而策略性地扩展产品线，也进一步推动了这一转变。

市场趋势指标显示，整装仪容正日益融入日常生活。西班牙化妆品、盥洗用品和香水协会2024年报告称，男性平均每天使用5.7种不同的化妆品，这表明他们的个人卫生习惯正从简单的清洁转向多步骤的护理流程。儘管有这一正面趋势，但由于经济波动，市场扩张仍面临许多挑战。持续的通货膨胀和原材料成本上涨正在挤压利润空间，降低消费者的购买力，这可能会阻碍价格敏感型细分市场的成长。

市场驱动因素

男士产品的创新和多元化正在从根本上改变市场结构。製造商不再局限于传统的刮鬍工具，而是积极研发多功能产品，以解决敏感肌肤、保湿和控油等特定肌肤问题。这种供应商层面的转变与消费者趋势相符，消费者越来越愿意投资专业品牌而非通用功能产品。根据拜尔斯道夫公司于2024年8月发布的《2024年半年报》，妮维雅男士业务部门实现了10.6%的有机销售成长。这主要得益于新兴市场的销售和定价策略，显示男性消费者对有针对性的价值提案表现出更高的购买频率和忠诚度。

同时，消费者对抗老化和高端护肤方案日益增长的兴趣正在推动该品类收入的成长。男性越来越重视长期的皮肤健康，而「自我护理怀疑论」则促使他们更多地使用精华液、眼霜和抗疲劳产品。根据欧莱雅于2024年3月发布的2023年度报告，该公司消费者产品部门（包括欧莱雅男士专家品牌）实现了12.6%的同店销售增长，凸显了消费者对价格亲民且高效的男士护理产品的需求激增。这一趋势支撑了整个行业的财务稳定性，宝洁公司2024年男士护理部门的净销售额达到66亿美元。这表明，对于那些能够有效应对这些不断变化的消费者偏好的多元化公司而言，蕴藏着巨大的商机。

市场挑战

持续的通膨压力和不断上涨的原物料成本是经济波动的主要特征，这对全球男士洗护用品市场的成长构成了重大阻碍。这种金融不稳定迫使製造商应对飙升的生产和物流成本，而这些成本最终不可避免地会透过更高的零售价格转嫁给消费者。随着生活成本的上升，推动市场扩张的「全面照护习惯」正变得脆弱。面对购买力的下降，消费者为了合理化支出，往往会回归基本的卫生用品。因此，那些对产业收入成长至关重要的多步骤、高利润的护肤和造型习惯正逐渐被放弃。

通货膨胀的影响有效地掩盖了市场需求的真实状况，并阻碍了实际销售量的成长。根据英国美容协会2025年的数据，美容和个人护理行业的名义同比增长率为9%，但经通膨调整后的实质成长却大幅下降至5%。这种差异表明，市场成长主要归因于价格上涨，而非消费增加。因此，由于经济负担阻碍了价格敏感型消费者养成更高级的美容习惯，该市场难以实现真正的内部成长。

市场趋势

订阅式D2C（直接面向消费者）模式的扩张正在从根本上改变男性消费者获取个人化照护和健康解决方案的方式。与传统零售不同，这些平台利用远端医疗和数据分析，针对脱髮症和皮肤疾病等特定问题提供客製化治疗方案，从而提升了服务的可及性和隐私性。定期配送和个人化处方笺带来的便利性推动了此模式的成功，并提高了客户留存率。根据Hims & Hers Health, Inc.于2025年2月发布的《2024年第四季及全年财务业绩报告》，该公司订阅用户数量达到220万，年成长45%，这表明这种数位化优先策略具有快速扩充性和普及性。

同时，男士化妆品和美甲产品的普及正在挑战业界传统的性别界线。男性消费者越来越多地将遮瑕膏、眉胶和指甲油等产品融入日常生活，不再仅仅满足日常清洁需求，而是追求提升个人形象。这种文化转变受到社群媒体的影响，以及男性气质定义日益多元化的推动，后者鼓励男性透过美妆产品表达自我。市场数据也印证了这项行为变化。根据博姿于2025年英国发布的《2025年美妆趋势报告》，男性美妆产品购买者数量较去年同期增加14%。随着零售商优化门市布局以迎合这个新兴消费群体，一个尚未开发的庞大收入来源也随之涌现。

目录

第一章概述

第二章：调查方法

第三章执行摘要

第四章：客户心声

第五章：全球男士盥洗用品市场展望

• 市场规模及预测
  • 按金额
• 市占率及预测
  • 依产品类别（除臭剂、护髮产品、护肤产品、淋浴设备产品）
  • 价格范围（高端、大众）
  • 销售管道（大卖场/超级市场、百货公司、药局、线上通路、其他）
  • 按地区
  • 按公司（2025 年）
• 市场地图

第六章：北美男士盥洗用品市场展望

• 市场规模及预测
• 市占率及预测
• 北美洲：国别分析
  • 我们
  • 加拿大
  • 墨西哥

第七章：欧洲男士盥洗用品市场展望

• 市场规模及预测
• 市占率及预测
• 欧洲：国别分析
  • 德国
  • 法国
  • 英国
  • 义大利
  • 西班牙

第八章：亚太地区男士盥洗用品市场展望

• 市场规模及预测
• 市占率及预测
• 亚太地区：国别分析
  • 中国
  • 印度
  • 日本
  • 韩国
  • 澳洲

第九章：中东和非洲男士盥洗用品市场展望

• 市场规模及预测
• 市占率及预测
• 中东与非洲：国别分析
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 南非

第十章：南美男士盥洗用品市场展望

• 市场规模及预测
• 市占率及预测
• 南美洲：国别分析
  • 巴西
  • 哥伦比亚
  • 阿根廷

第十一章 市场动态

• 促进因素
• 任务

第十二章 市场趋势与发展

• 併购
• 产品发布
• 近期趋势

第十三章：全球男士盥洗用品市场：SWOT分析

第十四章：波特五力分析

• 产业竞争
• 新进入者的潜力
• 供应商的议价能力
• 顾客权力
• 替代品的威胁

第十五章 竞争格局

• 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

第十六章 策略建议

第十七章：关于研究公司及免责声明

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