North America Men's Grooming Products Market Anticipated to Outperform, Surpassing US$ 18.6 Bn by 2031

The North America men's grooming products market is witnessing a dynamic transformation, propelled by shifting cultural attitudes, increasing self-care awareness among men, and a growing demand for premium and multifunctional grooming solutions. In 2024, the market value is projected at US$11.36 Bn, and it is anticipated to surge to US$18.6 Bn by 2031, registering a healthy CAGR of 7.3% over the forecast period. This growth highlights a broader lifestyle shift as men increasingly invest in products beyond basic hygiene, spanning skincare, haircare, fragrances, shaving essentials, and beard grooming items.

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Among all product categories, razors and blades lead with a 44% market share, underscoring their indispensability in everyday grooming routines. These products continue to see high demand due to strong brand recognition, technological advancements, and consumer loyalty. Geographically, the United States dominates the market with a commanding 57% share in 2024. This dominance stems from high disposable incomes, a strong culture of personal grooming, and growing demand for safe, effective, and premium formulations that enhance skin health and minimize irritation.

Key Highlights from the Report

The United States holds a 57% share of the North American market due to strong purchasing power and demand for premium grooming goods.
Razors and blades remain the dominant product category, accounting for 44% of total market value.
Rising demand for multifunctional grooming products is driving innovation in the market.
Social media and influencer marketing have become critical tools for brand engagement and growth.
Increased disposable income among men supports higher spending on grooming products.
Natural and eco-friendly formulations are gaining popularity among health-conscious consumers.

Market Segmentation

The North America men's grooming products market is segmented based on product type and distribution channel, reflecting the diversity in consumer preferences and purchasing behaviors.

By product type, the market includes skincare, haircare, fragrances, shaving products, razors and blades, and beard grooming products. Razors and blades represent the largest segment due to their necessity in regular grooming routines. Skincare and beard grooming products are rapidly gaining traction as men embrace broader self-care routines. Products like moisturizers, exfoliants, beard oils, and anti-aging creams are seeing increasing adoption, especially among younger demographics.

By distribution channel, the market is divided into specialty stores, supermarkets/hypermarkets, convenience stores, online retail stores, and other channels. Online retail has seen a remarkable rise, driven by convenience, product variety, and consumer preference for home delivery. Meanwhile, specialty stores continue to attract customers looking for premium or niche grooming solutions. Supermarkets and hypermarkets serve as go-to points for everyday grooming products, offering affordability and accessibility.

Regional Insights

The United States emerges as the undisputed leader in the North America men's grooming products market. Contributing 57% of the regional revenue, the country showcases high demand for advanced, skin-safe, and premium grooming solutions. Consumers in the U.S. are increasingly educated about ingredients and prefer brands offering transparency, efficacy, and minimal skin irritation.

Canada, while holding a smaller share, is seeing growing traction, especially in urban areas where awareness of grooming routines and interest in eco-friendly products are on the rise. Canadian consumers are beginning to align more closely with U.S. trends, such as the demand for clean labels, natural ingredients, and multifunctional grooming items.

Market Drivers

One of the most powerful market drivers is the increased awareness of skincare routines among men. No longer restricted to women's beauty regimes, skincare is now a priority for a large male demographic. Concerns about skin aging, acne, and sun protection have encouraged men to adopt daily skincare habits. This trend is significantly influenced by social media, celebrity endorsements, and the increasing availability of dermatologist-recommended products. As a result, there is a marked increase in demand for moisturizers, cleansers, serums, and sun-protection products designed specifically for men.

Rising disposable incomes across North America also play a pivotal role in market expansion. With higher purchasing power, men are more inclined to explore premium, organic, and luxury grooming items. Whether it's high-end colognes, technologically advanced razors, or multifunctional skincare products, consumers are opting for value-rich purchases that elevate their grooming experience. This rise in spending also supports the growth of boutique brands and niche product categories, widening the competitive landscape.

Market Restraints

Despite strong growth indicators, the North America men's grooming products market faces challenges from local and niche brands, especially those offering eco-friendly, natural, and cruelty-free options. These players often operate with agility, rapidly responding to emerging trends and preferences. Their personalized and ethical approaches resonate strongly with younger consumers, threatening the market share of established global brands.

Another critical restraint comes from regulatory hurdles, particularly for products marketed as natural or organic. Compliance with evolving standards requires significant investment in testing, certification, and labeling, making it difficult for smaller or new entrants to scale. Furthermore, inconsistent regulations across countries within North America can create confusion in product positioning and distribution.

Market Opportunities

A key opportunity lies in the development of multifunctional grooming products, which address the demand for streamlined routines. Today's consumers, especially millennials and Gen Z, prefer grooming solutions that combine functions such as cleansing, moisturizing, and anti-aging. These all-in-one products reduce time, clutter, and costs while offering high performance. Companies that innovate in this direction by incorporating advanced formulations, ergonomic designs, or smart grooming technology are well-positioned to capture the attention of a growing consumer base.

Another lucrative opportunity is leveraging social media and influencer marketing. With platforms like Instagram, YouTube, and TikTok shaping grooming trends, brands can engage consumers with tutorials, influencer reviews, and lifestyle content. Collaborations with niche influencers or dermatologists not only enhance credibility but also facilitate deeper connections with target demographics. Real-time feedback and data analytics from these platforms also help brands fine-tune their messaging and product development strategies.

Frequently Asked Questions (FAQs)

✔ How big is the North America men's grooming products market currently?
✔ What is the projected growth rate of the North America men's grooming products market from 2024 to 2031?
✔ Who are the key players in the North America men's grooming products market?
✔ What is the market forecast for men's grooming products in North America by 2032?
✔ Which region is estimated to dominate the North America men's grooming industry through the forecast period?

Company Insights

Leading players operating in the North America men's grooming products market include:

Procter & Gamble Co.
Unilever
Edgewell Personal Care
Beiersdorf AG
L'Oréal Group
Reckitt Benckiser Group plc
Colgate-Palmolive Company
The Estée Lauder Companies Inc
Johnson & Johnson
Coty Inc.
Harry's Inc.
Philips Norelco
Dollar Shave Club

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