Market Trends of Personal Care Appliances Industry
Increasing Inclination Towards Self Grooming Routine
An increase in concerns related to health, body image, self-grooming, and hygiene among men and women is the key factor driving the market. 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. The increasing promotions, including advertisements of men's grooming appliances in different media channels, are gaining customers' attention considerably. Rapidly changing mustache and beard trends that are featured in movies and fashion runways are considerably impacting the sales of the grooming appliances that cater to an efficient result which is probably hard to obtain manually.
The low-cost and time-saving benefits associated with these products are widely promoted by companies on social media. Additionally, the players operating in the market such as Philips are offering products that are innovative and technologically advanced which can help in grooming routines. For instance, in October 2021 Philips India launched a new Body Groomer Series 3000- BG3005/15 in the male grooming category that has been specifically designed to power through hair, without compromising on skin comfort for individuals. As per the company, the Body Groomer Series 3000 is equipped for full body grooming without the need for skin contact with sharp edges and the product features patented rounded tips and a hypo-allergenic foil which helps protect the skin, even in sensitive areas, while shaving.
In addition to the changing fashion trends and increasing interest in personal care routine among men & women, the low-cost and time-saving benefits associated with these products are further supporting the demand propelling among time constraint consumers. Millennials lead busy and active lifestyles which could make travel size or portable products more appealing for on-the-go consumers that do not want to compromise with their grooming routine. Therefore, rechargeable battery-powered personal care appliances are gaining popularity due to their convenient usage.
According to an article published by Cosmetics Europe, in 2022, 72% of European consumers consider cosmetics and personal care products important or very important in their daily lives. From epilators, and trimmers to shavers, the market is a plethora of opportunities, with many new brands penetrating and aiming to change the way men are marketed to and increase usage of personal care appliances products will likely drive the market.
Asia-Pacific is the Fastest Growing Market
The continuously surging economy of the region is driving the attention of consumers towards innovative personal care appliances like hair styling tools, electric oral care products, beauty appliances, and others that offer convenient usage and better results to consumers. In the studied period, the demand for electric toothbrushes has skyrocketed in the region, especially in countries like India, China, and Japan owing to its better outcomes. As a result, the Oral-B brand of Procter and Gamble launched its electric rechargeable toothbrushes in India. The electric toothbrush sets a new benchmark in oral healthcare, with features for up to 100% more plaque removal, as compared to regular manual brushes.
There has been a growing demand for advanced hairdryers with built-in ion generators that can dry hair quickly and make the hair look smooth and glossy every time after use, encouraging product innovation in the hairstyling appliances category. The styling tools help consumers achieve a significant amount of control over their hair compared to drying it naturally. Also, the hairdryers enable consumers to create various hairstyles as required, thereby making it a trendy hair styling tool among people in the country. For instance, in February 2023, SHARP, a wholly owned subsidiary of SHARP Coporation, Japan, launched Sahrp Plasacluster Hair Dryer. As per the company, the dryer makes the hair smoother, reduced split ends among other benefits.
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.
