Market Trends of Europe Personal Care Appliances Industry
Increasing Trend of Self Grooming Routine
An increase in importance related to health, body image, self-grooming, and hygiene among men and women is the key factor driving the market. Additionally, continuously changing consumer preferences towards highly sophisticated products and a rise in consciousness regarding quality, product value, and brands are also impacting the market across the region. Additionally, growing awareness about the importance of an overall personal care regime coupled with emerging trends in fashion, and social media’s influence, towards aesthetically appealing looks, is also expected to boost the market growth. Social media has become an increasingly important platform for brands to showcase their products as social media posts can reach a wide range of potential customers across the region and generate buzz, particularly in the beauty and personal care industry.
Moreover, in Europe, consumers heavily use hair dryers to dry hair quickly and make the hair look smooth and glossy every time after use. These styling tools are mostly preferred to achieve significant control over their hair compared to drying it naturally. The hair appliances, like straighteners, dryers, and curlers, enable consumers to create various hairstyles as required, thus making these hair styling tools popular among people in the region. For instance, according to UN Comtrade, in 2022, Spain imported almost USD 55 million worth of hair dryers, up from the previous year's value of USD 43.8 million.
Furthermore, to meet the growing demand, the key market players are focusing on expanding their distribution channels and networks. Moreover, the rising requirement for hair styling tools, largely across professional salons, followed by the personal use segment, has led to strong growth in lightweight and compact hair styling equipment, such as hair dryers. The growing reliance on using personal products, which combine both the aspects of daily use and travel size, has witnessed a strong uptick over recent years. Hence, players operating in the market include such products to target consumers with efficient products in compact sizes. For instance, Jaguar, a Germany-based company includes J-Cut liner, a mini trimmer for facial hair contouring in its product portfolio that is also able to create versatile and innovative hair tattoos. Such factors are expected to further boost the market’s growth.
United Kingdom Accounts for a Significant Share
There is a growing demand for high-power and less intrusive personal care appliances that cater to the convenience of customers in the United Kingdom. Moreover, the major factor boosting the growth of the market in the United Kingdom is the rising beauty consciousness among men. Increasing awareness about self-grooming and ease of using appliances through various streams like social media is raising the demand for personal care appliances, like trimmers which eventually boosts the market demand. Besides, high disposable income and the growing fashion trends in the corporates have redefined male grooming needs. Similarly, the growing demand for styling appliances, like hairdryers, among female consumers is expected to boost the market demand during the forecast period.
Breakthrough innovations in hairdryers and straighteners are generating value-grab opportunities for manufacturers. The concept of super hair dryers and straighteners is encouraging manufacturers to constantly innovate in products. For instance, in May 2023, Dyson launched a hair straightener, Airstraight claiming that the product not only straightens the hair strands as it glides but the airflow is directed away from the body, so the user doesn't end up feeling hot and bothered.
Moreover, other factors such as growing organized retail, the emergence of a young urban population with increased per capita spending, and an increase in the number of working women among others are expected to significantly impact the share of the market. In addition to this, continuously changing lifestyles coupled with increased affordability of luxury products are also expected to have the potential to influence the market in the country.
