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Men’s Post-Shave Market

Market Study on Men’s Post-Shave: PMR Foresees Various Opportunities, Analysing increasing male grooming awareness, a surge in demand for skincare solutions tailored for men, and a growing preference for premium post-shave products with enhanced formulations

A Detailed Analysis of the Men’s Post-Shave Market Based on Rising Emphasis on Grooming Routines, Demand for Skincare Products Catering to Men, and a Shift Toward Premium and Specialized Post-Shave Formulations

Men’s Post-Shave Market Outlook

The global men’s post-shave market is forecasted to expand at a CAGR of 15.2% and thereby increase from a value of US$5.73 Bn in 2023 to US$15.45 Bn by the end of 2030.

Attributes

Key Insights

Men’s Post-Shave Market Size (2023E)

US$5.73 Bn

Projected Market Value (2030F)

US$15.45 Bn

Global Market Growth Rate (CAGR 2023 to 2030)

15.2%

Historical Market Growth Rate (CAGR 2018 to 2022)

13.1%

Revenue Share of Top Four Countries (2022E)

56%

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Market Introduction and Definition

The men's post-shave market comprises the sector committed to offering services and products intended to protect, soothe, and hydrate the epidermis following a shave. The products available in this market are diverse and consist of aftershave lotions, balms, creams, and hygiene treatments that are specifically designed to target skin sensitivity, and razor burns, and provide general comfort after shaving. Producers prioritize the development of formulations that effectively mitigate irritation, enhance skin hydration, and impart a delightful scent, thereby furnishing men who desire optimal skincare solutions with a holistic post-shaving experience.

Growing disposable income, an increase in male hygiene awareness, and a cultural shift toward self-care are all factors that contribute to the expansion of the global men's post-shave market. With the evolution of grooming routines, there is a growing trend among males to incorporate post-shave products into their skincare regimen. Furthermore, the expansion of the market is aided by advancements in packaging, marketing strategies, and product formulations implemented by major industry participants. The progression of skincare technology and the increasing desire for natural and organic ingredients contribute to the market's expansion and diversification in the men's post-shave sector.

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Market Growth Drivers

Increasing Need for Customized and High-Quality Hygiene Experiences

The increasing need for customized and high-quality hygiene experiences becomes a crucial factor propelling the expansion of the worldwide men's post-shave industry. A discernible cultural transformation has occurred in recent times regarding the way males perceive grooming. This shift is characterized by a growing preoccupation with self-care and a preference for refined, premium grooming products. This transition can be traced back to evolving societal standards, in which grooming is now regarded as a comprehensive practice that includes skincare, personal style, and general health, rather than a solitary routine. There is a growing trend among men to purchase customized post-shave products that address their unique skin types, preferences, and concerns. This has resulted in an increased demand for high-end and specialized merchandise.

This trend is substantially influenced by the increase in disposable income among diverse demographic groups, which empowers consumers to allocate a greater portion of their budget toward hygiene products that provide an opulent and individualized experience. There is a growing trend among men to allocate their financial resources towards high-end aftershave products that surpass mere practicality by integrating fragrance components, skin-nourishing constituents, and inventive formulations. Consequently, industry participants are reacting by launching premium products that not only cater to the desires of individuals after grooming but also provide a luxurious and sensorial encounter. The emphasis on premiumization is apparent in the creation of aftershaves that feature distinctive fragrances, refined packaging, and improved skincare advantages, all of which are designed to appeal to the discerning tastes of contemporary male consumers.

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Market Restraints

Growing Consciousness and Desire of Consumers for Environmentally Benign and Sustainable Products

An element that restricts the growth of the worldwide men's post-shave industry is the growing consciousness and desire of consumers for environmentally benign and sustainable products. With the expansion of environmental awareness, consumers are exhibiting greater discernment when it comes to making purchasing choices, and this pattern is also evident in the hygiene sector. In the post-shave industry, increased scrutiny has been directed towards packaging materials, constituent sourcing, and manufacturing processes due to the demand for products with minimal environmental impact. Manufacturers are encountering difficulties in reconciling the demands of environmentally conscious consumers with the essential performance and quality criteria that are linked to aftershave products. Packaging design must undergo advancements to accommodate the transition to sustainability, including the elimination of single-use plastics and the incorporation of recyclable materials.

Proliferation of E-Commerce Platforms and Direct-To-Consumer

An increasingly competitive environment for the global men's post-shave market is a result of the proliferation of e-commerce platforms and direct-to-consumer (DTC) brands. The proliferation of digital channels has effectively reduced the obstacles for new entrants, enabling niche and independent brands to swiftly penetrate the market. DTC brands utilize digital platforms to effectively connect with an international audience, frequently presenting distinctive formulations, customized experiences, and competitive pricing that pose a challenge to well-established brands. The increased level of competition presents difficulties for conventional physical retailers and established brands, necessitating their adjustment to the changing environment. DTC brands possess the benefit of cultivating direct customer relationships, which empowers them to promptly adapt to evolving consumer preferences and market trends. Established brands must optimize their e-commerce strategies, strengthen their online presence, and adopt digital marketing to establish direct connections with consumers to maintain competitiveness.

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Opportunities

Increasing Desire for Multipurpose Items That Provide a Holistic Hygiene Experience

The worldwide market for men's post-shave products is being propelled by an advantageous factor; the increasing desire for multipurpose items that provide a holistic hygiene experience. Contemporary consumers, specifically males, are increasingly prioritizing streamlining and more effective hygiene regimens; this has resulted in a notable upsurge in the demand for post-shave products that surpass their conventional functions. This phenomenon originates from the increasing recognition of cosmetics as a fundamental component of holistic health and well-being. There is a growing trend among men to purchase skincare products that offer additional benefits in addition to soothing and moisturizing aftershave requirements. These products may also contain anti-aging components, sun protection, and acne prevention agents.

The prevailing need for multifunctionality presents market participants with a favorable circumstance to introduce novel ideas and distinguish their products. In response to this prevailing pattern, manufacturers are creating post-shave formulations that contain an assortment of active components, such as botanical extracts, vitamins, and antioxidants. By integrating these components, the product seeks to tackle more extensive hygiene issues, thereby conforming to the changing demands of contemporary male consumers. Additionally, the creation of post-shave products with multiple functions facilitates a more efficient and effective hygiene regimen, appealing to individuals who value simplicity and efficacy in their daily skincare practices. This situation offers companies the chance to position their products as indispensable elements of a comprehensive skincare regimen, thereby capitalizing on the expanding market of male consumers who value a holistic approach to personal hygiene.

Analyst’s Viewpoint

The global market for men's hygiene is anticipated to expand significantly due to the convergence of several factors that influence consumer preferences, industry dynamics, and market trends. An influential factor driving the expansion of the market is the rising recognition and inclusion of grooming as an essential component of the daily regimens of males. Men have undergone a significant cultural transformation regarding self-care and personal hygiene, surpassing conventional gender stereotypes. The emergence of social media has contributed to this shift in perspective, as grooming influencers and celebrities now exhibit and recommend a wide variety of hygiene products and routines. In response to this transition, manufacturers operating within the men's hygiene sector are introducing novel and specialized merchandise to cater to the changing demands of consumers. As the demand for sustainable and natural grooming products increases, manufacturers are placing greater emphasis on developing formulations and packaging that are environmentally favorable.

Furthermore, there is a current trend in the market towards multifunctional products that provide a holistic hygiene experience, appealing to individuals who desire streamlined and uncomplicated grooming regimens. Direct-to-consumer (DTC) models are causing a transformation in the relationship between manufacturers and consumers. There is a growing trend among manufacturers to utilize company-owned stores and e-commerce platforms as a means to establish direct relationships with consumers. Through this direct interaction, personalized marketing strategies, brand loyalty programs, and exclusive product offerings are made possible. Consequently, manufacturers can acquire significant knowledge regarding consumer inclinations, which empowers them to promptly adjust to evolving trends and introduce products that strongly appeal to the intended demographic.

Supply-side Dynamics

The competitive environment of the global men's hygiene market is shaped by the presence of dominant stakeholders. Prominent corporations including Procter & Gamble, Unilever, L'Oréal, and Beiersdorf AG exert considerable sway on the market as a result of their vast product lines and worldwide presence. Market adoption is most prevalent in North America, specifically in the United States, due to the region's developed hygiene culture and substantial consumer expenditure on personal care products. Countries such as Germany and the United Kingdom make significant contributions to market utilization within Europe. Adoption is on the rise in the Asia-Pacific region, headed by India and China, as a result of rising disposable income and shifting grooming trends. An example of this can be seen in the increasing demand for haircare and skincare products among males in India's grooming market, which reflects shifting societal norms.

The men's hygiene market is being transformed by market leaders via a variety of strategies. Procter & Gamble has been prioritizing technological advancements under the Gillette brand by introducing sophisticated razors and hygiene devices that aim to improve the shaving experience. By prioritizing skincare and body care, Unilever is a pioneer in promoting the concept of holistic grooming via brands such as Dove Men+Care. L'Oréal is leveraging the market demand for men's specialized hygiene solutions through its Men Expert line. Beknownst to Nivea Men, Beiersdorf AG is proactively engaged in sustainability endeavors, by the increasing inclination of consumers towards environmentally conscious products. These industry participants are not only launching novel products but also influencing market developments via marketing initiatives that question conventional gender roles and advocate for inclusiveness; this demonstrates their all-encompassing strategy in molding the dynamic global men's hygiene industry.

Market Segmentation

What Nature Will Be Targeted the Most for Installations?

Natural Products to be Dominant owing to their Effort to Maintain a Healthier Lifestyle

In terms of market share, the natural segment is anticipated to dominate the men's post-shave market. To maintain a healthy lifestyle and make environmentally friendly decisions, consumers are showing a growing interest in post-shave solutions comprised of natural ingredients and devoid of synthetic additives or abrasive chemicals. Consequently, it is anticipated that the natural segment will exert its greatest influence on the market, mirroring an overarching transformation in consumer inclinations towards grooming alternatives that are gentle on the complexion and environmentally sustainable. Although the conventional segment is projected to expand at the fastest rate, the natural segment currently claims the largest market share. Notwithstanding the increasing prevalence of natural products, the conventional sector maintains its strength on account of its well-established market presence and cost-effectiveness. Furthermore, formulation technology advancements enable traditional aftershave products to integrate novel components and target particular hygiene issues, thereby appealing to a wide range of consumers.

Which Product Type Should Be Focused on the Most Regarding Sales?

Creams to be Highly accommodating due to their Adaptable and Favored Formulation

The crème segment is anticipated to hold the most significant market share in the post-shave market for men. Creams are a highly adaptable and favored formulation that integrates hydrating attributes with a straightforward application process. Incorporating a wide range of consumer preferences and skin types, the cream segment has become an indispensable component of many individuals' post-shave routines. The gel sector is anticipated to witness the most rapid expansion among the various post-shave products for males. Gels are increasingly being favored because of their silky, non-oily consistency, which offers a revitalizing and calming sensation following a session of shaving. The rapid expansion of the segment can be attributed to advancements in gel formulations, which frequently integrate sophisticated skincare components. This is in response to consumers' desire for post-shave solutions that are both efficient and effective, while also catering to their specific skincare requirements.

Which Application Are Expected to Benefit the Most from Revenue Generation?

Electric Razors to be Favourite of Consumers due to their Accuracy and Time Saving Capability

It is anticipated that electric razors will hold the most significant market share within the men's hygiene sector. A substantial segment of consumers who desire a streamlined grooming experience are drawn to the convenience, accuracy, and time-saving capabilities of electric razors. The electric razor sector serves the needs of contemporary individuals who place a premium on efficiency while maintaining high standards of personal hygiene, which positions it as the market leader. Innovative power poles, including those with rotating or vibrating blades, are anticipated to experience the most rapid expansion. Sophisticated hygiene instruments augment the shaving experience through the provision of supplementary advantages, such as a more precise cut or diminished irritation. With the growing demand for high-performance and feature-packed grooming products among consumers, power sticks are anticipated to experience significant growth in the men's grooming industry due to their rapid adoption. By their enhanced functionality and convenience, power poles are positioned as a dynamic and developing market segment.

Which End User is expected to generate the most value for the market?

Retail Sector to Dispense Products Rapidly Due to a Wide Range of Channels

In terms of market share, the retail sector is anticipated to dominate the men's hygiene industry. Retail channels, encompassing specialty beauty shops, department stores, and supermarkets, serve a wide range of consumers by offering a convenient and easily accessible setting to acquire hygiene products. The retail sector is preeminent due to its extensive product availability, strong brand recognition, and capacity to engage with various demographic groups via well-established brick-and-mortar and digital retail locations. Although the commercial segment is projected to expand at the most rapid rate, the retail segment currently claims a substantial market share. Offerings of professional grooming services in salons, saunas, and barbershops comprise the commercial segment. Increasing male interest in specialized and premium grooming services, as well as the emergence of male grooming as a form of self-care, both contribute to the commercial segment's explosive growth. The escalating customization and opulence of hygiene practices among men have led to a heightened reliance on professional services, thereby stimulating the expansion of the commercial sector within the men's grooming industry as a whole.

Which Distribution Channel Application Are Expected to Be Valued at the Maximum?

Indirect Sales to Occupy the Largest Market Share owing to Online Market Places

In terms of market share, the indirect sector is anticipated to dominate the men's hygiene industry. This sector comprises various distribution channels, including online marketplaces, supermarkets, and retail stores, thereby offering consumers an extensive and easily accessible avenue to acquire hygiene products. The convenience and variety provided by these channels contribute to the indirect segment's dominance, rendering it a favored option among consumers in search of a wide range of hygiene options. On the other hand, it is expected that the direct segment, which includes transactions conducted directly from manufacturers to consumers via company-owned stores, websites, or subscription models, will experience the most rapid expansion. By establishing direct connections with consumers, direct sales facilitate the development of brand loyalty and permit the implementation of personalized marketing strategies. With the demand for exclusive products, one-of-a-kind experiences, and a more customized purchasing experience augmenting consumer esteem for direct engagements with brands, it is anticipated that the direct segment of the men's grooming market will expand at a rapid rate.

Top Regional Markets

Why is North America Emerging as a Dominating Region?

Affluent Consumer Disposable Income and a Significant Emphasis on Personal Hygiene and Grooming Regimens to Promote Growth

It is anticipated that North America will hold the largest market share in the worldwide men's hygiene sector. The region's prominence may be ascribed to several factors, including a firmly established grooming culture, affluent consumer disposable income, and a significant emphasis on personal hygiene and grooming regimens. The retail industry in North America is characterized by its advanced stage of development, encompassing specialized retailers, department stores, and e-commerce platforms that provide an extensive assortment of hygiene merchandise. Furthermore, the region exhibits a notable degree of consumer consciousness concerning hygiene trends and a readiness to allocate resources toward cutting-edge and high-quality grooming products. Additionally, the continuous introduction of new products and the presence of numerous key actors contribute to North America's dominance in the global men's grooming market.

What Opportunities Lie in South Asia and the Pacific for Manufacturers?

Rising Middle-Class Populace with Increasing Disposable Income to Promote Value

South Asia and the Pacific are anticipated to witness the most rapid expansion of the worldwide men's hygiene market. Several factors contribute to this, including a rising middle-class populace with increasing disposable income and a swiftly expanding population and urbanization. The rise in attention towards hygiene and personal care practices among males in nations such as China, India, and Southeast Asia is a substantial factor in the expansion of the market in that region. An additional factor driving market expansion in South Asia & Pacific is the rapid integration of e-commerce, which facilitates the availability of hygiene products to a broader spectrum of consumers. With the growing recognition of grooming trends and the increasing entry of global brands into the area, South Asia & Pacific holds significant latent growth potential that establishes it as a pivotal participant in the dynamic global men's grooming industry. Economic development, cultural influences, and demographic trends all contribute to South Asia & Pacific's status as a dynamic and swiftly expanding market for men's grooming products.

Competitive Intelligence and Business Strategy

To secure the greatest possible market share, the market leaders in men's hygiene products worldwide, such as Procter & Gamble, Unilever, L'Oréal, and Beiersdorf AG, utilize a comprehensive strategy. An essential approach entails the ongoing pursuit of innovation in the realm of product development. These corporations make substantial investments in research and development to introduce innovative grooming products that cater to the changing preferences and requirements of male consumers. Procter & Gamble, for instance, consistently introduces technologically advanced razors and shaving devices under the renowned brand Gillette, to establish industry standards with enhanced performance and user satisfaction.

Furthermore, the market leaders prioritize the development of extensive product lines that address diverse facets of male personal hygiene practices. Unilever promotes a comprehensive approach to personal hygiene using its Dove Men+Care brand, which comprises an extensive selection of haircare, body care, and cosmetics products. The objective of this approach is to foster brand loyalty through the establishment of a comprehensive repository for men's personal care requirements. The Men Expert line by L'Oréal adopts a comparable strategy by offering specialized skincare solutions that address distinct concerns, including hydration and anti-aging.

Men’s Post-Shave Market Report Scope

Attribute

Details

Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Pacific
  • East Asia
  • The Middle East & Africa  

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Nature
  • Product Type
  • Application
  • End User
  • Distribution Channel
  • Region

Key Companies Profiled

  • Mountaineer Brand Products
  • The Procter & Gamble Company (Gillette, Old Spice)
  • Pré de Provence
  • Montblanc International GmbH
  • Lacoste Inc.
  • Combe Incorporated
  • The Real Shaving Co.
  • MÄURER & WIRTZ GmbH & Co. KG.
  • eShave, LLC.
  • Naveh Pharma Ltd.

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives  

Customization & Pricing

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Men’s Post-Shave Market Research Segmentation

By Nature:

  • Natural
  • Conventional

By Product Type:

  • Oil
  • Cream
  • Gel
  • Soap

By Application:

  • Electric Razors
  • Power Sticks
  • Regular Shaves

By End User:

  • Retail
  • Commercial

By Distribution Channel:

  • Direct
  • Indirect
    • Hypermarkets/Supermarkets
    • Specialty Stores
    • Independent Stores
    • Online Store
    • Others

By Region:

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • Middle East & Africa

- Companies Covered in This Report -

  • Mountaineer Brand Products
  • The Procter & Gamble Company (Gillette, Old Spice)
  • Pré de Provence
  • Montblanc International GmbH
  • Lacoste Inc.
  • Combe Incorporated
  • The Real Shaving Co.
  • MÄURER & WIRTZ GmbH & Co. KG.
  • eShave, LLC.
  • Naveh Pharma Ltd.

- Frequently Asked Questions -

The market is anticipated to grow at a CAGR of 15.2% during the projected period.

The Men’s Post-Shave market was valued at USD 5.73 billion in 2023.

The United States held the largest market share in 2023.

The prominent players in the market are Mountaineer Brand Products, The Procter & Gamble Company (Gillette, Old Spice), and Pré de Provence, among others.

The direct sales segment is expected to grow at the fastest growth during the forecast period.

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