Men’s Shaving Products Market Assessment, By Product Type [Pre-shaving Products, Post-shaving Products, Shaving Tools], By Category [Private Label, Branded], By End-user [Personal, Commercial], By Price Range [Mass, Premium], By Distribution Channel [Onli

Men’s Shaving Products Market Assessment, By Product Type [Pre-shaving Products, Post-shaving Products, Shaving Tools], By Category [Private Label, Branded], By End-user [Personal, Commercial], By Price Range [Mass, Premium], By Distribution Channel [Online, Offline], By Region, Opportunities and Forecast, 2017-2031F

Global men’s shaving products market was valued at USD 25.43 billion in 2023, expected to reach USD 37.55 billion in 2031, with a CAGR of 4.99% for the forecast period between 2024 and 2031. Changing grooming habits, innovations in product formulations, and the rise of premium and organic offerings have significantly developed the men’s shaving products industry. Electric shavers, beard trimmers, pre-shave oils, aftershaves, and other products are taking over razors, which prominently share a significant share in the market. Specialized grooming tools and beard care products are becoming more sought after due to the increasing popularity of growing beards and wearing styled facial hair. The market has further experienced growth due to increased attention to personal grooming and self-care.

Many brands are using modern technologies to produce electric shavers and razors. For instance, in January 2024, Panasonic Corporation launched a new pocket-sized Palm Shaver, a compact shaver with five blades specifically designed to fit perfectly into one’s palm. The product adapts to face contours, giving a close and customized shaving experience.

Shaving products offer adjustable settings, high precision blades, and work without a power supply to give more comfort to their customers while shaving, spurring the market. At the same time, Pacific Shaving Company and others have come up with products that do not contain any harmful substances or smell like synthetics; such products are popular among those who care about their health and are concerned about the environment. Additionally, e-commerce has revolutionized the market further as consumers can easily access a wider range of products, bolstering the development of niche brands.

Due to high disposable incomes and the well-rooted grooming cultures, North America and Europe are big markets geographically. There is rapid growth in the emerging economy of Asia-Pacific, though, as there is much urbanization, incomes are rising, and there is rising awareness of grooming practices. The Procter & Gamble (P&G) Company, L’Oréal S.A., Unilever PLC, Beiersdorf AG, and Edgewell Personal Care Company, amongst other key market players, persistently diversify and innovate their available products, hence ensuring the market for men’s shaving products are lively and competitive.

Celebrity Endorsements Drive the Market Demand

One of the key factors influencing the global market for men's shaving products is media and celebrity culture. Social media sites, such as YouTube, Instagram, and TikTok, greatly impact customer behavior and shaving trends. Influencers and content producers frequently provide their followers with in-depth product reviews, shaving regimen guidance, and endorsements. Due to this exposure, customers are more eager to explore and experiment with new products. Celebrity endorsements solidify it further. Well-known celebrities, such as actors, athletes, and artists, lend credibility and appeal to the branding.

Moreover, many celebrities launch their product ranges, promoting them vigorously using social media. For instance, in April 2024, professional basketball player LeBron James launched his male grooming range, The Shop, in collaboration with Parlux and The Springhill Company. The range includes products such as deep-conditioning beard cream, shave cream, and aftershave-toner, and others. The range is available across the United States with launch in 1,600 Walmart stores.

Social media and celebrity endorsements greatly impact the market for men's shaving products. They set trends, increase brand recognition, and have a direct impact on consumer decisions.

Innovation Propels the Market Growth

Men's shaving products market continues to improve product functionality, convenience, and consumer appeal. For instance, technological development in electric razors and trimmers has introduced features such as precision blades, numerous cutting settings and cordless operation to meet the needs of efficacy and simplicity. These changes in methodology add to a better experience, appealing to tech-savvy customers who want to stay updated with grooming gadgets. In November 2023, Wahl Clipper Corporation launched its latest trimmer, the NEW Wahl PRO SERIES High Visibility Trimmer. The product offers the highest level of visibility and precision, producing excellent lines and flexibility for trimming, shaving, and detailing. It has a no-slip rubber grip for maximum control and diamond-hard-coated FOREVER BLADE for less skin irritation and better product life.

Besides that, prices for premium natural shaving products have risen, signaling innovative approaches applied to manufacturing processes and removing toxic substances. Different companies are determined not to experience a decline in their sales and catch up to this trend and capitalize on it. To achieve market gains, innovative marketing strategies utilizing individuals’ influence on social media and digital advertisement have played a crucial role. More people can access brands on social media platforms, allowing companies to interact with consumers more closely.

Razors and Blades Hold the Larger Market Share

Razors and blades dominate all other segments in the men's shaving products market as they play the most important part in shaving and are among the must-have items for any man when grooming himself. It is important to note that razors and blades must be changed often, unlike other products, which leads to people buying them frequently and adds to their dominance. In addition, a diverse consumer base exists for razors and blades, including users of conventional methods of shaving using blades and water and users of disposable or cartridge systems. Besides, brands are focusing on developing new products such as multi-blade systems, lubricant strips, and ergonomic handles that make shaving enjoyable while maintaining the interest and loyalty of their clients. The advances in the technology of creating a razor enable it to ensure the efficiency of a shave as well as improve user experience by appealing to young individuals particularly interested in technology. Overall, the men’s shaving products market is mostly dominated by razors and blades which generate profits for significant market players. In March 2023, BIC USA Inc. collaborated with the famous comedian Eric Andre and actress Annie Murphy to launch its latest shaving product, the BIC EasyRinse razor. The product is suitable for use by men as well as women.

Asia-Pacific is the Fastest Growing Market

Asia-Pacific is emerging as the fastest-growing market for men's shaving products, driven by several key factors. Rapid urbanization and rising disposable incomes lead to greater consumer spending on personal grooming and hygiene products. Additionally, there is growing adoption of grooming practices influenced by Western standards, especially among younger demographics. The increasing middle-class population in countries such as China, India, and Southeast Asian nations is fueling the demand for both basic and premium shaving products.

The proliferation of e-commerce platforms in the region has significantly boosted the market accessibility, allowing consumers to explore a wide range of products and brands. Furthermore, the trend towards premium and organic grooming products is gaining traction, as consumers become more health-conscious and environmentally aware.

Major global and regional brands are capitalizing on these trends by expanding their presence and product offerings in the Asia-Pacific market, ensuring robust growth. For instance, in February 2024, The Gillette Company, by The Procter & Gamble (P&G) Company, launched its range of super premium razors for the Indian market. The razor helps in shaving and comes with gentle exfoliation technology. A magnetic stand is provided along with the razor so as to keep it clean and dry.

Future Market Scenario (2024 – 2031F)

The market will see continued growth through technological innovations. Electric shavers and trimmers will increasingly incorporate AI and smart features, enabling personalized grooming experiences.

Social media and digital marketing will continue to influence consumer behavior significantly. Influencers and celebrities will play a crucial role in promoting new products and trends, driving adoption and engagement through targeted campaigns on digital platforms.

There will be a strong shift towards sustainability as consumers demand eco-friendly and cruelty-free products. In response, brands will adopt sustainable packaging and develop natural formulations, reducing their environmental footprint. For instance, in 2022, Schick, owned by Edgewell Personal Care, introduced Bamboo Hybrid Razors for both men and women, featuring a sleek bamboo-made handle.

Key Players Landscape and Outlook

The key players in the men's shaving products market continue to shape the industry through innovation and strategic positioning. These companies dominate with extensive product portfolios ranging from traditional razors and blades to advanced electric shavers and grooming kits.

The market outlook remains positive as these key players invest in research and development to introduce more sophisticated and consumer-friendly products. The trend towards premium and organic grooming products offers new growth opportunities, prompting established brands to diversify their offerings with eco-friendly and natural formulations. Additionally, the rise of e-commerce and digital marketing allows these companies to reach a wider audience and adapt to changing consumer behaviors.

Emerging brands and startups are gaining traction by capitalizing on niche markets and innovative product concepts. Overall, the competitive landscape is expected to remain vibrant, with key players driving the market growth through continuous innovation and strategic expansion.

In April 2023, the skincare brand, eos Products, LLC, entered the men's grooming products industry with the launch of UltraProtect men's shave cream. The company's first two product smells, Fresh Woods and Blue Surf, were marketed as fragrance and irritant-free for the most delicate skin types.