Market Trends of Asia Pacific Men's Grooming Products Industry
Growing Skin Concerns Among Men Leading to Purchase of Skincare Products
- Over the past years, the concept of masculine identity has evolved manifolds giving rise to significant demand for cosmetics and personal care by men in the modern social world, which was earlier focused solely towards females, with evidently increased sales through retail outlets.
- The growth of men's toiletries outpacing that of fragrances and shaving products in recent years indicates that male grooming has moved beyond the basics of shaving and fragrance, where more men are paying attention to their appearance, boosting the growth of male-specific skin grooming products in the market. Further, the rising number of skin concerns like aging, dryness, sun tan, etc., are leading to the increasing purchase of skincare products by male consumers in the skincare market.
- Owing to this, manufacturers are offering a skincare range specifically for men. For instance, in April 2022, Rana Daggubati, an Indian actor, launched his brand of men's grooming products, including face, beard, and skin care, in India. This D2C (direct-to-customer) company was created in collaboration with Roposo, a line entertainment platform in India.
- In addition, with the growing number of magazines on men's grooming and lifestyle, as well as the increasing popularity of websites that work around selling men's health and fitness content, the process of targeting the affluent consumer with the right product has become more convenient, thereby, driving the market further.
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Japan is Witnessing Significant Growth in Men's Grooming Products
- Men's grooming habits in the Asia-Pacific region vary differently with respect to countries. Men across countries such as China and Japan have some high differences from those in other areas of the Asia Pacific region, where most consumers in the aforementioned country are inclined to shave with an electric razor.
- In most cases, this factor is largely influenced by multiple conditions, with lower facial hair growth density concentrated in a small area around the mouth. The demand for post-shave products is more than that for pre-shave products in countries like Japan, owing to the higher demand for electric razors rather than blades in the market.
- The taming and beard maintenance market has gained popularity in Japan over the past years. Further, there is an inclined demand for bathing essentials for men in Japan, followed by an increasing demand for skincare and haircare products.
- For instance, in March 2022, Varon, a Suntory-owned brand, introduced its all-in-one lotion, moisturizer, and serum in three different scents in Japan. This skincare brand positioned itself for middle-aged men 40 years of age, focusing on skin concerns including dryness, stickiness, and dullness. Therefore, the demand for men's grooming products is increasing in the Japanese market.
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