Asia-Pacific Men's Grooming Market Outlook, 2028

The Asia-Pacific region is expected to be the second-largest region in terms of market share by the end of 2028. This is due to increased awareness of grooming products as well as rapid urbanisation in countries such as China, Japan, and India. The presence of young men in most Asian Pacific urban clusters has a high set of disposable income. These customers enjoy pedicures and facials, use aromatherapy, and spend a lot of money on clothes. Men grooming products are expected to grow significantly in the region, owing to rising urbanisation and a growing trend towards individualism. Grooming products can assist with preserving their personal hygiene and physical appearance. Male grooming has shifted in recent years to place a greater emphasis on personal appearance, attire, and beauty treatments. Previously, the only products available for male grooming were shaving creams, deodorants, aftershave colognes, and shampoos. Nonetheless, as men become more individualistic in terms of fashion development, a wide variety of products have been developed for them.

According to the research report, “Asia Pacific Men’s Grooming Market Outlook, 2028” the market is anticipated to grow at 8.72% CAGR during the forecast Period. Due to the Asia Pacific region has a large and growing population of young, urban, and fashion-conscious men who are increasingly interested in grooming products and personal care. This demographic shift has led to a surge in demand for men's grooming products, including shaving creams, skincare products, hair care products, and fragrances. The rising image consciousness among male consumers is fueling the growth of the Asia Pacific male grooming products market. Furthermore, to expand their product portfolio, the leading players are focusing on the launch of innovative products with appealing packaging. These companies are also investing in engaging campaigns to boost sales. Furthermore, the rising metrosexual culture, as well as the strong influence of social media platforms such as Facebook, Instagram, and YouTube, is propelling market growth. Furthermore, rapid urbanisation, combined with the region's increasing reliance on online shopping platforms, is propelling market growth.

Based on product type, the market is segmented into skin care, hair care, shaving care, toiletries, fragrances, and others. The fragrance segment dominates the market due to the growing trend of personal grooming combined with rising demand for luxury and exotic fragrances, which is driving market growth. During the forecast period, the Skin Care market share is 20.65% and is expected to grow at a significant CAGR of 10.74%.The Asia Pacific region has a hot and humid climate in many parts, which can cause skin problems such as acne, oily skin, and uneven skin tone. As a result, there is a strong demand for skin care products that can address these issues and provide protection from the harmful effects of the sun. Moreover, the rise of e-commerce and social media has made it easier for consumers in the Asia Pacific region to access and purchase men's skin care products. This has allowed more men to experiment with different products and find the ones that work best for their skin type and concerns.

The market is divided into two price range categories: mass and premium. Mass-market products have the largest market share based on price range because they are generally more affordable and accessible to a wider range of consumers, particularly in emerging markets where disposable income is lower. Furthermore, many mass brands have also invested in innovation and product development, introducing new formulas and ingredients that appeal to consumers looking for more specialised grooming products. Premium brands often invest heavily in marketing and advertising, which helps build brand awareness and establish a reputation for quality and luxury. This can drive demand among consumers who value prestige and exclusivity.

Based on the distribution channel, the market is divided into hypermarkets, supermarkets, convenience stores, specialty retailers, e-commerce, and others. In the Asia Pacific Men's Grooming market, the Convenience Stores segment has the largest market share. Convenience stores are ubiquitous in the region and are often located in highly visible and easily accessible locations. This makes them a convenient and accessible option for consumers who may not have easy access to larger retail stores or supermarkets. Moreover, convenience stores offer a wide range of products, including men's grooming products, making them a one-stop shop for many consumers. This is particularly appealing to busy urban consumers who value convenience and time savings. The e-commerce market will grow at the highest CAGR during the forecast period. The rapid growth of the internet and smartphone penetration in the region has led to an increase in online shopping, including for men's grooming products. Consumers in the Asia Pacific region are increasingly comfortable with shopping online, which has led to a surge in demand for e-commerce platforms.

In Asia Pacific, men's grooming products are distributed through a variety of channels. Aeon, Tesco, Carrefour, Big C, Walmart, Spencer's, Big Bazaar, Reliance Fresh, and many other supermarkets and hypermarkets across the region sell men's grooming products. Many convenience stores sell men's grooming products, including 7-Eleven, Family Mart, Lawson, Circle K, Mini-stop, and others. Sephora, The Body Shop, Watsons, and Guardian are just a few of the many specialty retail stores in the Asia Pacific region. Lazada, Shopee, Amazon, Rakuten, iHerb, Flipkart, Nykaa, Purplle, and Myntra are Asia Pacific e-commerce platforms.

The expanding male consumer base and improved economic conditions are the primary factors driving the growth of the male grooming product markets in China, India, Japan, South Korea, Australia, and the remaining countries comprising the Rest of the Asia Pacific regional segment. As a result of the availability of low labour and raw material costs, China has attracted a large number of vendors and is regarded as a cost-effective manufacturing hub. The rise in raw material prices has a direct impact on product production costs, resulting in an increase in the market price of the finished product, which can stifle market progress in the APAC region.

Restraints

Distributing men's grooming products in certain areas of Asia-Pacific could be a challenge due to the lack of proper infrastructure and logistics. This could limit the reach of grooming products to certain parts of the region. In addition to many consumers in Asia Pacific are price sensitive, which could limit the growth of premium men's grooming products. Consumers may prefer to stick with more affordable mass-market products instead of premium products.

Developments:

• In 2021, L'Oreal launched a new men's grooming brand in Asia Pacific called House 99. The brand is focused on offering premium grooming products to men and is being marketed through various channels, including e-commerce platforms and social media.
• Unilever launched a new range of men's grooming products in Asia Pacific in 2021 under its Dove brand. The range includes face wash, moisturizer, and body wash products, which are being marketed as natural and gentle on the skin.
• Procter & Gamble launched a new range of men's grooming products in Asia Pacific in 2021 under its Gillette brand. The range includes shaving products, such as razors and shaving foam, as well as skincare products, such as face wash and moisturizer.
• In 2021, Beiersdorf launched a new range of men's grooming products in Asia Pacific under its Nivea Men brand. The range includes products such as face wash, moisturizer, and deodorant, which are being marketed as high-performance and long-lasting.
• Shiseido launched a new men's grooming range in Asia Pacific in 2021 under its Senka brand. The range includes skincare and hair care products, such as face wash, lotion, and shampoo, which are being marketed as gentle and soothing on the skin.

The Asia Pacific men's grooming market has seen a surge of new entrants.

Grouphunt in Hong Kong, this start-up provides a group-buying platform for men's grooming products, allowing consumers to access premium products at discounted prices. Furthermore, SGPomades is a Singapore-based start-up that sells men's grooming products such as hair wax, beard oil, and aftershave balm. The company also has its own product line under the brand Flagship. Moreover, The Man Company is an Indian men's grooming start-up that sells a variety of products, such as face wash, body wash, beard oil, and hair gel. The company has a strong online presence and sells its products in retail stores as well. In addition, Mr. Groom Room is an Australian start-up that sells men's grooming products such as shaving supplies, beard care products, and skincare. Customers can also subscribe to receive regular deliveries of grooming products from the company. As well as Shiro, a Japanese start-up that sells men's grooming products such as hair wax, pomade, and beard oil. The company focuses on sustainability by using natural and organic ingredients in its products.

Companies Mentioned in this report:

Beiersdorf AG, Procter & Gamble Co., L'Oréal Groupe , Shiseido Co., Ltd. , Vi-john Group , Colgate-Palmolive Company , Kao Corporation , The Estée Lauder Companies Inc., Reckitt Benckiser , Coty, Inc., Edgewell, Personal Care Co, Koninklijke Philips N.V., L’occitane International SA, Revlon, Inc., Unilever PLC, LVMH Moët Hennessy - Louis Vuitton SE, Natura Cosmeticos SA (NATURA), ITC Limited ,Emami, Himalaya.

Considered in this report

• Geography: Asia Pacific
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Asia Pacific Men’s Grooming market with its value and forecast along with its segments
• Region-wise Men’s Grooming market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions & Countries covered in the report:

• China
• Japan
• India
• Australia
• South Korea

By Product Type:

• Skin Care (Anti-aging, Face Wash, Moisturizers, Others)
• Hair Care (Shampoo, Conditioner, Styling Products, and Others)
• Shave Care (Shaving Gel, Razors & Blades, After Shave Care, Lotion, Splash/Gel, Balm and Others)
• Toiletries (Soap, Shower & Wash)
• Fragrances (Perfume, Deodorants & Colognes)
• Others

By Price Range:

• Mass Products
• Conventional Products

By Distribution Chanel:

• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Retail
• E-Commerce
• Others (Pharmacies, B2B)

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Men’s Grooming industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.