United States Male Grooming Products Market

United States Male Grooming Products Market Overview:

The United States male grooming products market size reached US$ 17,410.7 Million in 2023. Looking forward, IMARC Group expects the market to reach US$ 27,523.3 Million by 2032, exhibiting a growth rate (CAGR) of 5.1% during 2024-2032. The market is experiencing growth because of the growing awareness among men about the benefits of using skincare products to prevent issues like dryness, acne, and aging, rising reliance on e-commerce platforms, as men can buy products from the comfort of their own homes, and increasing health and wellness trends in the country.

United States Male Grooming Products Market Analysis:

• Major Market Drivers: The favorable market outlook can be attributed to the growing focus on physical health, mental well-being, and a well-groomed look among men.
• Key Market Trends: The wide availability of male grooming products on e-commerce platforms, along with the thriving e-commerce industry, is strengthening the market growth.
• Geographical Trends: Midwest region at the moment enjoys the leading position in the market because of the abundance of supermarkets, hypermarkets, and retail chains in the region.
• Challenges and Opportunities: While the market faces challenges, such as intense competition among brands and the need to navigate evolving buyer preferences, it also encounters opportunities in innovating sustainable product lines and capitalizing on the growing male grooming awareness.

United States Male Grooming Products Market Trends:

Urban lifestyle

According to the data published on the website of the Worldometer in 2023, 82.9% of the population in the United States was urban. Urban population, with their fast-paced and hectic lifestyles, are seeking products that provide quick and efficient grooming routines. This, along with the rising focus of men on appearance in social and professional settings, is propelling urban consumers to maintain a well-groomed look. As a result, there is an increase in the overall sales of a wide range of male grooming products, ranging from basic hygiene items to advanced skincare and haircare solutions in the US. Furthermore, diverse retail channels, including high-end department stores, specialty shops, and online platforms, in confluence with aggressive marketing and promotional activities in these urban retail environments, is significantly impacting consumer choices in the country.

Health and wellness trends

Men in the US are taking a more holistic approach to self-care, seeing personal grooming as a vital part of overall wellness. The country's male grooming industry is expanding as a result of men's growing awareness about the importance of having good skin and the ways that grooming products impact their skin tone. Men are starting to learn more about the benefits of using skincare products to prevent issues like dryness, acne, and aging. The usage of natural and organic products is emphasized in health and wellness trends, which is driving the demand for grooming products made of sustainable and organic ingredients. According to the IMARC Group’s report, the United States health and wellness market size is projected to exhibit a growth rate (CAGR) of 6.02% during ​2024-2032.

Increasing reliance on e-commerce platforms

As per the Census Bureau of the Department of Commerce, U.S. retail e-commerce sales for the first quarter of 2024 was $289.2 billion. Men's dependency on e-commerce is growing as a result of e-commerce platforms giving them the convenience of shopping from home. E-commerce platforms make it easy to get premium and specialized brands that might not be readily available in neighboring areas. These platforms are also using sophisticated algorithms that rely on the surfing history and preferences of the user to provide personalized recommendations. E-commerce platforms utilize individualized marketing emails and targeted ads to show relevant products to buyers, encouraging men to purchase more grooming products.

United States Male Grooming Products Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels for 2024-2032. Our report has categorized the market based on product, price range, and distribution channel.

Breakup by Product:

• Male Toiletries
• Electric Products
• After Shave Lotions
• Others
   

Male toiletries account for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the product. This includes male toiletries, electric products, after shave lotions, and others. According to the report, male toiletries represent the largest segment.

Toiletries, such as deodorants, shampoos, body washes, and shaving tools, are considered essential for daily personal hygiene. Men of all age groups and socioeconomic classes are among the many clients served by male toiletries. Basic hygiene products are universally needed across a wide range of demographic groups, which drives high sales volumes. Toiletries are typically repurchased because they are used so regularly and need to be replenished constantly. Shampoos and deodorants are examples of products with high product turnover rates that can sustain long-term market expansion.

Breakup by Price Range:

• Mass Products
• Premium Products
   

Mass products hold the largest share of the industry

A detailed breakup and analysis of the market based on the price range have also been provided in the report. This includes mass products and premium products. According to the report, mass products account for the largest market share.

Because mass market goods are less expensive than luxury or premium goods, a larger spectrum of people can purchase them. Consumers who are price-sensitive, that is, younger or have less disposable income, are more inclined to purchase mass-market goods. Mass products are available through a variety of retail channels, including pharmacies, big-box stores, supermarkets, and online retailers. The extensive distribution network makes these products widely accessible to a large number of people in a variety of locales.

Breakup by Distribution Channel:

• Supermarkets and Hypermarkets
• Pharmacy Stores
• Online Stores
• Others
   

Supermarkets and hypermarkets represent the leading market segment 

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes supermarkets and hypermarkets, pharmacy stores, online stores, and others. According to the report, supermarkets and hypermarkets represent the largest segment.

Male grooming goods are widely available in supermarkets and hypermarkets, ranging from basic toiletries to more specialized items. The large selection ensures that clients can select products that meet their needs and budget, which leads to higher sales volumes. Numerous individuals use these stores on a daily basis, increasing the visibility and accessibility of male grooming items. More foot traffic translates into more potential clients, which boosts sales of grooming products.

Breakup by Region:

• Northeast
• Midwest
• South
• West
   

Midwest leads the market, accounting for the largest United States male grooming products market share

The report has also provided a comprehensive analysis of all the major regional markets, which include Northeast, Midwest, South, and West. According to the report, Midwest represents the largest regional market for United States male grooming products.

A mix of economic, cultural, and demographic reasons is leading to the Midwest becoming the largest region in the US market for male grooming goods. This area is distinguished by a sizable population base with a varied demographic makeup, which includes a sizable proportion of families and young professionals who place a high value on personal hygiene and grooming. The Midwest's stable economy and high levels of disposable income encourage regular purchases of grooming supplies. In addition, the abundance of supermarkets, hypermarkets, and retail chains in both urban and suburban regions guarantees the accessibility and extensive availability of a range of grooming items. The Midwest is seeing a cultural shift towards a more polished and well-groomed appearance due to a greater emphasis on personal hygiene, wellbeing, and health, which is positively influencing the male beauty industry statistics. Moreover, key players operating in the region are organizing campaigns to aware men about self-grooming and promote their products. For instance, in 2023, Procter & Gamble's Old Spice brand organized its captivating "Smelf-Confidence" campaign to help men fight against body odor with the launch of Swaggy Spice, the brand’s first-ever Old Spice mascot, at Super Bowl LVII Opening Night.

Competitive Landscape:

• The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.
• Major companies in the market are actively pursuing several tactical measures in an effort to gain market share and satisfy changing customer needs. Their strategy involves allocating resources towards product innovations, launching novel formulas, and broadening their range of offerings to encompass specialized and multipurpose grooming products. These businesses are connecting with a younger, tech-savvy audience by utilizing social media and digital marketing to increase brand visibility. Another major focus is sustainability, with many firms using recyclable packaging and eco-friendly materials to appeal to people who care about the environment. Furthermore, major companies in the country are growing their e-commerce platforms and other distribution channels to improve client accessibility and convenience. Increased brand endorsements and consumer involvement are also achieved through partnerships with celebrities and influencers. They are also focusing on expansions to increase their reach to broader audience. For instance, in 2023, Hammer & Nails, a premier men’s grooming franchise, announced a strategic 60-unit expansion plan for Texas.

United States Male Grooming Products Market News:

• In 2024: US Actor, professional wrestler, and entrepreneur Dwayne ‘The Rock’ Johnson launched an affordable personal care brand for men called Papatui, which is currently available only in the US through its own e-commerce at papatui.com and in Target stores and Target.com, and each product is under 10 US dollars.
• In 2023: Scent Beauty, Inc., the world’s first multi-brand e-commerce platform for bespoke fragrances, is expanding its partnership with legendary American men's cologne brand STETSON to introduce STETSON Men’s Grooming, fueled by state-of-the-art personal care formulae targeted to men of all generations.

United States Male Grooming Products Market Report Scope:

Key Questions Answered in This Report:

• How has the United States male grooming products market performed so far, and how will it perform in the coming years?
• What has been the impact of COVID-19 on the United States male grooming products market?
• What is the breakup of the market based on the product?
• What is the breakup of the market based on the price range?
• What is the breakup of the market based on the distribution channel?
• What are the various stages in the value chain of the market?
• What are the key driving factors and challenges in the market?
• What is the structure of the market, and who are the key players?
• What is the degree of competition in the United States male grooming products market?

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the United States male grooming products market from 2018-2032.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the United States market.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the United States male grooming products industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.