Europe Men’s Grooming Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Europe men’s grooming products market is segmented by Product Type (Shaving Products and Razors and blades); by Distribution Channel (Specialty Stores, Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels); and by Geography.

Market Snapshot

Europe Men’s Grooming Products Market
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 7.65 %

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Market Overview

Europe men’s grooming products market is expected to grow with a CAGR of 7.65% during the forecast period (2020 - 2025).

  • The male population of European countries desires to look presentable at work and so the psychological belief plays a major role in driving the market for grooming products in the regional countries.
  • The growth of the male grooming products market in the region has been boosted by an increasing consciousness among male consumers on personal wellness and appearance, acquired through the use of safe products.
  • The natives of United Kingdom and Germany have a hectic lifestyle and often do not find much spare time from their work which promotes market growth as the consumers like to have personal grooming products that do not require them to visit barbershops frequently. 
  • Moreover, the trend of clean shave has been gladly accepted by the millennials which is yet another reason fostering the growth of the market.  

Scope of the Report

Europe men’s grooming products market is segmented by product type into shaving products and razors and blades. The shaving products segment is further classified into pre-shave and post-shave segments with the former comprising of shaving cream, pre-shave oil, shaving soap, and others. The post-shave sub-segment comprises of after-shave, balms, and others. The market is differentiated by distribution channels into specialty stores, supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels. The market is also segmented by geography into the United Kingdom, France, Germany, Spain, Russia, Italy, and the rest of Europe.

By Product Type
Shaving Products
Shaving Cream
Pre-shave Oil
Shaving Soap
Razors and blades
By Distribution Channel
Specialty Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels
United Kingdom
Rest of Europe

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Key Market Trends

Shaving Creams Hold a Significant Share in the Market

Shaving Creams have been popular across the European countries since the last century as the males desired to keep a clean look that can leave behind a strong impression of personal hygiene and care. Shaving and grooming have been closely associated with presentability and provides a confident attitude at the workplace. Due to this reason, people have been using shaving creams that help to provide a smoother shave with less of itchiness, nourishing the skin simultaneously. It also keeps the skin cool and softens the beard before shaving which makes the blades last longer. Moreover, shaving creams have been gaining popularity as the modern-day products have strong fragrances that provide a greater sense of freshness. The shaving cream segment is growing in the region as more people are caring for their clean shave look for which they often choose to use their specialized shaving creams at home, rather than visiting the barber.            

Europe Men’s Grooming Products Market1

United Kingdom is a Potential Market for Grooming Products

The United Kingdom is a mature market for grooming products with a wide demand for unique products because of the regular shaving habit of the Englishmen. The manufacturers of grooming products have been introducing their products extensively in the country's market due to the high potential of revenue generation from the country. The locals are ready to pay higher prices for premium products that suit the skin and do not result into complexities, posing opportunities for private players. Companies like Taylor Old Bond Street and Griffith Shaving Goods have been selling their luxury shaving products successfully in the country through their online channels. Renowned brands like Braun, Dollar Shave Club, and the Procter and Gamble Company's Gillette have been leading the market in the razor and blades category.   

Europe Men’s Grooming Products Market2

Competitive Landscape

The global market giants have been expanding their geographical presence by strengthening their distribution channels in the potential countries of the region. Expansion is the most preferred growth strategy followed by new product developments in the market. The formulation of products plays a crucial role in and hence, the domestic players have an upper hand opportunity to penetrate into the market and cater to the demand. The spreading awareness regarding the benefits of specialized products is also generating opportunities for manufacturers to innovate their products and satisfy the needs of the consumers. The global players however have a stable and prominent market position in the larger economies.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Shaving Products

        1. Pre-shave

          1. Shaving Cream

          2. Pre-shave Oil

          3. Shaving Soap

          4. Others

        2. Post-shave

          1. After-shave

          2. Balms

          3. Others

      2. 5.1.2 Razors and blades

    2. 5.2 By Distribution Channel

      1. 5.2.1 Specialty Stores

      2. 5.2.2 Supermarkets/Hypermarkets

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 Europe

        1. United Kingdom

        2. France

        3. Germany

        4. Spain

        5. Russia

        6. Italy

        7. Rest of Europe


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Beiersdorf AG

      2. 6.4.2 The Procter & Gamble Company

      3. 6.4.3 Shiseido Co.,Ltd.

      4. 6.4.4 Aesop

      5. 6.4.5 Anthony Brands

      6. 6.4.6 Malin + Goetz

      7. 6.4.7 Omorovicza Cosmetics Limited

      8. 6.4.8 Baxter of California

      9. 6.4.9 Hans-Jurgen Muller GmbH & Co KG

    5. *List Not Exhaustive

**Subject to Availability

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Frequently Asked Questions

The Europe Men’s Grooming Products Market market is studied from 2016 - 2026.

The Europe Men’s Grooming Products Market is growing at a CAGR of 7.65% over the next 5 years.

Beiersdorf AG, The Procter & Gamble Company,  Shiseido Co.,Ltd., Aesop, Hans-Jurgen Muller GmbH & Co KG are the major companies operating in Europe Men’s Grooming Products Market.

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