Men's Grooming Appliances Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

The Men's Grooming Appliances Market is Segmented by Type (Shavers, Stylers/Trimmers, and Epilators and Hair Clippers), Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Stores, Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East & Africa). The report offers the market size and forecasts in terms of value (in USD million) for all the above segments.

Men's Grooming Appliances Market Size

Men's Grooming Appliances  Analysis
Study Period: 2018 - 2028
Fastest Growing Market: Asia-Pacific
Largest Market: Asia-Pacific
CAGR: 2.63 %

Major Players


*Disclaimer: Major Players sorted in no particular order


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Men's Grooming Appliances Market Analysis

The men’s grooming appliances market is projected to register a CAGR of 2.63% during the forecast period (2022-2027).

The onset of COVID-19 globally and the resulting lockdown measures in various countries have significantly impacted the market. Currently, the revival of the sales of men’s grooming appliances is slow, primarily due to the adoption of short-term measures to deter the transitory disruption in the supply chain and the closure of manufacturing units.

However, the continued growth in demand in e-commerce channels created opportunities to rebalance the men’s grooming appliances industry, even amid the COVID-19 restrictions. Moreover, Philips witnessed a 45-50% surge in demand for its grooming products for men, including appliances for both men and women, in May 2020.

The increased focus on personal care and grooming is one of the major factors driving the men’s grooming appliances market. Social media has become very influential in creating and popularizing trends in fashion, makeup, and hairstyling. Hence, there are increasing instances of product and brand promotions, including advertisements for men’s grooming appliances on various media channels, which are gaining consumers' attention.

The rise in the use of male grooming products, supplemented by the presence of global vendors, is expected to drive the market during the forecast period.

Men's Grooming Appliances Industry Segmentation

Men’s grooming appliances are devices that help men in processes like shaving their face and trimming their hair. The men’s grooming appliances market is segmented by type, distribution channel, and geography. By product type, the market is segmented into shavers, stylers/trimmers, and epilators and hair clippers. By distribution channel, the market is segmented into supermarkets/hypermarkets, specialty stores, online stores, and other distribution channels. The report also considers the market for men’s grooming appliances in established and emerging economies in North America, Europe, Asia-Pacific, South America, and Middle East & Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Type
Epilators and Hair Clippers
By Distribution Channel
Specialty Stores
Online Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East & Africa
South Africa
Saudi Arabia
Rest of Middle East & Africa

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Men's Grooming Appliances Market Trends

This section covers the major market trends shaping the Men's Grooming Appliances Market according to our research experts:

Technological and Product Innovations Expected to Drive Market Growth

The market has witnessed significant investments by key players who are focusing on product innovation. These new products have enhanced benefits to differentiate a company’s products from the others’ and cater to the prevailing problems associated with traditional grooming appliances and changing consumer preferences. One such example is multifunctional products. These innovations are driving the men’s grooming appliances market.

For instance, in June 2019, Koninklijke Philips NV launched its Three-in-One Hair Trimmer in India, which performs three functions, i.e., shaving, trimming, and shaping facial hair. Additionally, since conventional single-blade razors pose the risk of cuts and injuries, manufacturers are experimenting with artificial intelligence (AI) and virtual reality (VR) to overcome these limitations. For instance, in September 2019, Philips announced the launch of its AI-powered Smart Shaver series 7000 at the IFA in Germany. Moreover, e-retailer companies are entering partnerships with electric trimmer manufacturers, which may fuel the demand for men’s grooming appliances over the forecast period.

Men's Grooming Appliances Market1

Asia-Pacific Expected to Dominate the Market

In the Asia-Pacific region, the is an increasing demand for premium ranges of men’s grooming appliances. This is due to the increasing standards of lifestyle, coupled with the growing number of appearance-conscious consumers who believe that an unkempt, ungroomed appearance will negatively impact their chances of social and career-related success. Also, in 2018, the largest share of the consumers of men’s grooming products in China were new graduates and businessmen in their forties. Consequently, manufacturers are introducing new products that create an enhanced grooming experience. For instance, in May 2020, the Panasonic Corporation released its skincare shaver, the Lamb Dash ES-MT21, in Japan. This product has a new structure that allows the consumer to take care of their skin while shaving. Among Asian men, the use of grooming appliances is observed to be high, as the consumers in the region are predominantly inclined toward a clean-shaved look, and hence, use shavers regularly. Also, the appliances offering the smoothest shaving experience are the preferred choices of the consumers. Thus, the primary research focus of the manufacturers is on developing products to cater to this preference.

Men's Grooming Appliances Market2

Men's Grooming Appliances Industry Overview

The men’s grooming appliances market is highly concentrated, with global and regional players adopting varied strategies, such as mergers and acquisitions, partnerships, expansions, and product innovations to compete with other players.

Various global companies, such as Koninklijke Philips NV, Spectrum Brands, and P&G hold the largest shares in the men’s grooming appliances market. They are implementing product innovation as the primary strategy to meet the growing competition from the new players. For instance, in February 2020, Philips South Africa launched its new range of OneBlade Shavers. The OneBlade Shaver range is the first blade designed for the modern market, allowing men to trim, edge, or shave their beards of any length with complete comfort and convenience.

Men's Grooming Appliances Market Leaders

  1. Procter & Gamble

  2. Koninklijke Philips N.V.

  3. Panasonic Corporation

  4. Spectrum Brands, Inc.

  5. Wahl Clipper Corporation

*Disclaimer: Major Players sorted in no particular order


Men's Grooming Appliances Market News

  • In 2022, Koninklijke Philips NV announced its partnership with basketball legend Grant Hill to launch its new product called "Philips Norelco OneBlade First Shave". The product is marketed to individuals who are just starting to shave and groom. It provides a cleaner and more comfortable shaving experience without worrying about cuts or burns. The company is marketing the product through a social media campaign along with Grant Hill, asking new men joining college campuses to post their best facial hair looks online for a chance to win the product.
  • In 2022, P&G, under its sub-brand Gilette Labs®, launched its new premium razor with an exfoliating bar. The company claims that the product intends to combine "shaving and exfoliating in an effortless stroke". P&G markets the product with the tagline, " To make men's days more effortless". It has a metal handle that comes with a magnetic stand along with a lifetime guarantee. The company claims that it is its biggest product launch in men's toiletries for the year.
  • In 2021, Wahl’s launched its new Below-the-Belt Trimmer under the name Wahl Manscaper®. This trimmer’s integrated protection system prevents injuries. The company markets it with the tagline, “No Nicks. No Cuts. No Fear.” This has features like a wrap-around safety guard, an adjustable dial offering 20 different cutting lengths, and finely-ground stainless-steel blades to offer a comfortable experience.

Men's Grooming Appliances Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    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 Type

      1. 5.1.1 Shavers

      2. 5.1.2 Stylers/Trimmers

      3. 5.1.3 Epilators and Hair Clippers

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Specialty Stores

      3. 5.2.3 Online Stores

      4. 5.2.4 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East & Africa


    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 Procter & Gamble

      2. 6.4.2 Koninklijke Philips NV

      3. 6.4.3 Panasonic Corporation

      4. 6.4.4 Wahl Clipper Corporation

      5. 6.4.5 Spectrum Brands Inc.

      6. 6.4.6 Conair Corporation

      7. 6.4.7 Andis Company

      8. 6.4.8 Syska

    5. *List Not Exhaustive


**Subject to Availability
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Men's Grooming Appliances Market Research FAQs

The Men's Grooming Appliances Market is studied from 2018 - 2028.

The Men's Grooming Appliances Market is growing at a CAGR of 2.63% over the next 5 years.

Asia-Pacific is growing at the highest CAGR over 2018 - 2028.

Asia-Pacific holds highest share in 2021.

Procter & Gamble, Koninklijke Philips N.V., Panasonic Corporation, Spectrum Brands, Inc., Wahl Clipper Corporation are the major companies operating in Men's Grooming Appliances Market.

Men's Grooming Appliances Industry Report

Statistics for the 2023 Men's Grooming Appliances market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Men's Grooming Appliances analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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