Europe Men's Grooming Market Outlook, 2028

The growing awareness of physical appearance and hygiene among the male population in Europe is driving the market. Shaving creams, deodorants, aftershave, cologne, shampoos, moisturizers, facial creams, serums, face masks, and anti-aging creams are examples of these products. In addition, they include cosmetics such as concealers and bronzers. Men in Europe are now more conscious of their personal appearance and are willing to invest in grooming products that help them look and feel their best. This trend has been driven by several factors, including the influence of social media, increased awareness of personal hygiene, and a growing focus on health and wellness. Besides this, the Europe men's grooming market is the increasing availability and variety of products. The market is now filled with a wide range of grooming products that cater to different needs and preferences, from basic skincare and haircare products to specialized items like beard oils, hair pomades, and fragrances. Moreover, the European men's grooming market is seeing a growing demand for natural and organic products. Consumers in Europe are increasingly aware of the impact of chemicals and artificial ingredients on their health and the environment and are therefore seeking out products that are more natural and sustainable.

According to the research report, Europe Men's Grooming Market Outlook, 2028, the market market is expected to add USD 5.76 Billion by 2028. Due to various European countries' growing metrosexual culture, there is currently an increase in demand for men’s grooming products. The availability of a wide range of natural formulations for men has significantly aided market growth. Due to the high living standards and increasing demand for personalized male grooming products, the European market is expected to grow rapidly. Similarly, strong consumer demand for tailored grooming products for males has a positive impact on the growth rate because these products can be used to meet specific needs and increase knowledge about one's own benefits and well-being. Furthermore, the cold weather has boosted demand for men's skincare cosmetic items such as serums, cleansers, and lotions. Similarly, the male population's shifting desire for wellness and attractiveness has contributed to a large number of sales of such products among teenagers and adults.

The market is divided into skin care, hair care, shaving care, toiletries, fragrances, and others based on product type. Fragrances account for a large portion of the market. Many fragrance brands have a large and loyal fan base, which helps them maintain their market share and drive sales. After fragrance, the shave Care segment has a significant market share. Shaving cream, shaving gel, trimmers, razors, and blades are all part of the shaving care category. Several major market participants are increasing their research and development efforts in order to provide premium men's grooming products. Men's grooming product sales are increasing as a result of increased product development, which is fueling a fiercely competitive industry. The market for men's grooming products has grown as a result of new product models, increased product diversity, and rising consumer demand for premium brands.

The market is divided into two price range categories: mass and premium. In 2022, the mass market segment held the largest share. Promotions and discounts are frequently offered by mass-market brands, which can help attract price-sensitive consumers and drive sales. The premium segment is expected to grow at the fastest CAGR during the forecast period. Rising disposable income and shifting consumer attitudes towards grooming have resulted in an increase in demand for premium men's grooming products. Furthermore, men in Europe are becoming more willing to spend money on premium grooming products that contain higher quality ingredients and perform better. Premium men's grooming products are frequently marketed as more luxurious, exclusive, and innovative than mass-market products. They often offer unique and sophisticated formulations, scents, and packaging that appeal to consumers who are willing to pay a premium price for high-end grooming products.

Based on the distribution channel, the market is divided into Hypermarkets/Supermarkets, Convenience Stores, Specialty Retailers, E-commerce, and Others. The segment of supermarkets and hypermarkets held the largest share during the forecast period. The increasing customer preference for purchasing cosmetics and personal care items from supermarkets and hypermarkets is the primary factor driving the segment's growth. Even though the growth of e-commerce platforms and online marketplaces has made it easier for small and new players to enter the men's grooming market. The e-commerce distribution channel has the highest CAGR during the forecasted period. These players can create their own e-commerce stores or sell their products on established online marketplaces, giving them a low-cost and easily accessible distribution channel.

The Europe market is segmented into five major countries, including Germany, the UK, France, Italy, Spain, and Russia. Among these, Germany is leading the men's grooming market in Europe. Germany has the largest population and economy in Europe, which makes it a key market for men's grooming products. The country's high standard of living and strong purchasing power have created a growing demand for high-quality men's grooming products. Furthermore, the men's grooming industry in Germany is well-established and competitive, with a wide range of both domestic and international brands. This has created a diverse and innovative market that is constantly evolving and meeting the changing demands of consumers. Moreover, the trend towards natural and organic products is particularly strong in Germany, which has benefited the men's grooming industry. Many German consumers are willing to pay a premium price for men's grooming products that use natural and organic ingredients, which have created new opportunities for established players and start-ups alike.

Restraints

The European economy has been impacted by the COVID-19 pandemic, which has resulted in economic uncertainty and reduced consumer spending. This has had a negative impact on the men's grooming market, with many consumers cutting back on non-essential purchases. Furthermore, the men's grooming market in Europe is constantly evolving with changing consumer preferences and trends. Companies that fail to keep up with these changes risk losing market share.

There are several start-ups in Europe that are focused on the men's grooming market. Some of these start-ups include:

• Bulldog Skincare: Bulldog Skincare is a UK-based company that offers a range of men's grooming products, including skincare, beard care, and shaving products. The company is focused on using natural ingredients and has a strong focus on sustainability.
• Horace: Horace is a French start-up that offers a range of men's grooming products, including skincare, hair care, and body care products. The company is focused on using natural ingredients and offers a subscription service for its products.
• Lumin: Lumin is a German start-up that offers a range of men's skincare products, including cleansers, moisturizers, and serums. The company is focused on using high-quality ingredients and offers personalized product recommendations based on individual skin types.
• Grüum: Grüum is a UK-based start-up that offers a range of men's grooming products, including razors, skincare products, and hair styling products. The company is focused on sustainability and offers refillable products to reduce waste.
• The Grooming Clinic: The Grooming Clinic is a UK-based start-up that offers a range of men's grooming products, including skincare, hair care, and shaving products. The company is focused on using natural ingredients and offers personalized product recommendations based on individual skin and hair types.

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: Europe
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Europe 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:

• Germany
• United Kingdom
• France
• Spain
• Italy
• Russia

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.