Booming Personal Care Trends to Drive North America Men's Grooming Products Market to USD 18.6 Billion by 2031, at a 7.3% CAGR | Persistence Market Research

The North America men's grooming products market is experiencing a robust growth trajectory, valued at US$ 11.36 Bn in 2024 and projected to expand to US$ 18.6 Bn by 2031, registering a CAGR of 7.3% during the forecast period of 2024-2031. This impressive growth reflects the rising awareness among men about personal care, appearance, and hygiene. Increasing disposable income and the influence of global fashion trends have further bolstered demand for grooming products tailored specifically for male consumers.

Among the key market segments, skincare and haircare products lead the charge, with a growing focus on natural and organic formulations. In terms of regional dominance, the United States remains the front-runner in the North American market, owing to its large urban population, high spending capacity, and expanding male consumer base seeking premium grooming solutions. E-commerce platforms and influencer-driven marketing have made these products more accessible and appealing, significantly contributing to market momentum.

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✅Key Highlights from the Report:

➤ The North America men's grooming products market will reach US$18.6 Bn by 2031.
➤ The market is set to grow at a CAGR of 7.3% during 2024-2031.
➤ Skincare and haircare are the fastest-growing product segments.
➤ The U.S. holds the largest market share in North America.
➤ E-commerce is a key distribution channel boosting product visibility.
➤ Demand for clean-label and organic grooming products is on the rise.

📊 Market Segmentation:

The North America men's grooming products market is segmented based on product types, including skincare, haircare, shaving products, fragrances, and toiletries. Skincare and haircare products are currently witnessing the highest demand, largely due to increasing concerns about skin health and hair styling among men. Beard grooming kits and anti-aging creams are also gaining traction. Fragrance products, although mature in some sub-segments, continue to experience innovation with long-lasting and natural scents.

End-user segmentation includes teenage males, adult men, and older adults. While adult males remain the core consumer base, teenage and senior male segments are growing steadily. Retail distribution channels are also evolving, with supermarkets, hypermarkets, specialty stores, and online platforms offering targeted product lines. E-commerce, in particular, has revolutionized product accessibility, allowing brands to reach a wider demographic efficiently through digital marketing and influencer partnerships.

📊 Regional Insights:

The United States dominates the North America men's grooming products market and is expected to maintain its leading position throughout the forecast period. Factors such as a highly urbanized population, strong retail infrastructure, and high awareness of personal grooming contribute significantly to the market's leadership in this region. Major cities across the U.S. serve as innovation hubs for male grooming startups and premium product launches.

Canada follows as the second-largest market, where rising disposable incomes and the trend toward organic, chemical-free grooming products are notable. Canadian consumers show a growing preference for sustainable and eco-conscious grooming solutions. Additionally, product packaging, environmental impact, and cruelty-free certifications are becoming important factors influencing consumer purchasing behavior.

Market Drivers

One of the most significant market drivers is the evolving perception of masculinity and self-care. With societal norms shifting, more men are openly investing in grooming and skincare routines, breaking away from traditional gender stereotypes. The proliferation of social media has amplified this shift, encouraging men to follow beauty influencers, celebrities, and wellness experts who promote skincare and grooming regimens.

Another strong driver is the increase in disposable income and consumer willingness to spend on premium, multi-functional grooming products. Brands that offer high-performance ingredients, personalization, and luxury packaging have gained considerable traction. Furthermore, the integration of technology in grooming devices such as smart trimmers and skincare analyzers is attracting tech-savvy consumers and enhancing brand differentiation.

Market Restraints

Despite robust growth, the North America men's grooming products market faces certain restraints. The market is still influenced by lingering cultural taboos around men using skincare or cosmetic products, especially in more conservative communities. Such societal norms can limit product uptake among specific demographic groups.

Additionally, price sensitivity poses a challenge, particularly for emerging brands that offer premium pricing without strong brand recognition. Men's grooming remains a secondary priority for many consumers during periods of economic uncertainty, leading to a slowdown in discretionary spending. Another concern is the increasing competition from counterfeit products, particularly in online marketplaces, which affects consumer trust and brand loyalty.

Market Opportunities

As the market matures, opportunities are emerging in untapped product categories such as male-specific anti-aging creams, acne solutions, and grooming devices. Personalization is a key growth avenue, with brands developing AI-powered skin assessments and subscription-based grooming boxes tailored to individual needs.

Sustainable product development presents another opportunity, with consumers demanding grooming products that are cruelty-free, vegan, biodegradable, and plastic-free. Brands that invest in green chemistry and sustainable sourcing are likely to gain a competitive edge. Furthermore, strategic collaborations with influencers, celebrities, and sports personalities can unlock new consumer segments, particularly among younger demographics.

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👉Frequently Asked Questions (FAQs):

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

📌 Key Players

✦ Procter & Gamble Co.
✦ L'Oréal S.A.
✦ Beiersdorf AG
✦ Unilever PLC
✦ Edgewell Personal Care
✦ Johnson & Johnson
✦ Estée Lauder Companies Inc.
✦ Coty Inc.
✦ American Crew
✦ Baxter of California

■ In 2024, L'Oréal expanded its men's skincare line in North America, focusing on sensitive skin products with plant-based formulations.
■ Unilever introduced a zero-plastic-packaging men's grooming brand aimed at Gen Z consumers in urban markets.

This comprehensive article delivers valuable insights into the evolving North America men's grooming products market, supported by verified data and key growth indicators. With increasing consumer demand for premium, sustainable, and tech-enabled products, the industry is poised for strong expansion through 2031.

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