Global Personal Care Appliances Market Outlook, 2029

Personal care & grooming have now become a part of everyone’s life to be healthy and look good in society. Personal Care appliances are the electronic devices which are used for grooming, beautification and personal hygiene, such as hair straightener, hair dryer, hair styler, powered toothbrush, power shaver, trimmer and epilator. These types of devices are available in a wide range of portable, different sizes and can easily be taken anywhere. Also the devices are available in wired or wireless form (battery operated). Increasing 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. For instance, in June 2021, Panasonic Corporation launched a new EH-HS0E: enrich + advanced care hair straightener with a high-speed intelligent thermal sensor for flawless style, single-stroke straightening, and unique nanoeTM technology, styles hair to perfection and helps enrich shine and smoothness of hair as per the company claims. 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. Manufacturers in the global personal care appliances market are launching innovative and advanced technology, offering sleek designs, various color combinations, and providing low-power-consuming personal care appliances to cater to the needs of consumers.

According to the report titled, “Global Personal Care Appliance Market Outlook, 2029”, published by Bonafide research, the Personal Care Appliances market was valued at USD 23.61 Billion in 2023 and it is anticipated to grow with a CAGR of more than 6.50% from 2024 to 2029, achieving USD 34.21 Billion by 2029. With the growth of the electronics industry and with urbanization happening all over the world, it is one the key factor for the growth of the personal care appliance market. Additionally, rechargeable battery-powered personal care appliances are gaining popularity due to their convenient usage. These appliances are completely portable, making them travel-friendly. Cordless appliances such as hair trimmers, shavers, and epilators are witnessing a high market representation among male & female consumers as these appliances are hassle-free and user-friendly compared to corded personal care appliances. Furthermore, the rise in penetration of e-commerce and smart devices such as mobile phones and tablets, along with benefits like easy payment options and discounts, are the factors contributing to the growth of this segment. Moreover, increasing preference for online shopping is compelling manufacturers to offer their products through various online channels such as Amazon, John Lewis, and E.Leclerc. Social media have become very influential in the world of fashion, which had a major impact on the men's grooming market as it enticed men towards innovative and effective grooming appliances. Social media have become very influential in the world of fashion, makeup, hairstyling, and trendsetting. Hence, the increasing promotions, including advertisements of hair styling tools in different media channels, are gaining customers' attention.

Market Drivers
Increasing Disposable Income and Consumer Awareness: The rise in disposable income, especially in developing economies, has led to increased spending on personal care products. Consumers are becoming more aware of grooming and personal hygiene, driving demand for personal care appliances. This trend is particularly evident among the working population, including women, who are prioritizing self-care and grooming products.
Technological Advancements and Product Innovation: The market is witnessing a surge in innovative personal care appliances, such as smart grooming devices and rechargeable battery-operated tools. These advancements enhance user experience and convenience, making products more appealing. Companies are investing heavily in research and development to introduce cutting-edge technology in their offerings, which is further propelling market growth.

Market Challenges
Durability and Quality Concerns: A significant challenge for the personal care appliances market is the perception of durability and quality. Many consumers express concerns over the lifespan of these appliances, which can deter purchases. Manufacturers need to address these quality issues to maintain consumer trust and encourage repeat purchases.
Intense Competition and Market Saturation: The personal care appliances market is becoming increasingly competitive, with numerous brands vying for consumer attention. This saturation can lead to price wars and reduced profit margins for manufacturers. Companies must differentiate their products through unique features and branding to stand out in a crowded marketplace.

Market Trends
Growth of E-commerce: The rise of e-commerce platforms has transformed how consumers purchase personal care appliances. Online shopping provides convenience and access to a wider range of products, often at competitive prices. This trend is expected to continue, with more consumers opting for online purchases over traditional retail channels.
Focus on Sustainability: There is a growing trend toward sustainability in the personal care appliances market. Consumers are increasingly seeking eco-friendly products, which has prompted manufacturers to adopt sustainable practices in their production processes. This includes using recyclable materials and reducing energy consumption in appliances, aligning with the broader consumer shift towards environmentally responsible products.

The global market for personal care appliances, including hair care tools like hair dryers and straighteners, hair removal devices such as clippers and trimmers, and oral hygiene products like electric toothbrushes, has experienced significant growth driven by consumer demand for efficiency, convenience, and advanced technology. In the hair care segment, innovations such as ceramic and ionic technology have become essential, offering faster drying times and healthier styling options that minimize heat damage. This growth is fueled by an increasing emphasis on personal grooming and hygiene, with consumers investing more in high-quality hair care tools, hair removal devices, and oral hygiene products. The rise of e-commerce has significantly impacted sales, with platforms like Amazon and Walmart facilitating easier access to a variety of personal care appliances, often at competitive prices. Similarly, the hair removal market has evolved with the introduction of cordless, rechargeable clippers and trimmers featuring adjustable guide combs and stainless steel blades, catering to the need for precision and ease of use in at-home grooming. The oral care sector has also seen a rise in electric toothbrush adoption, as consumers increasingly prioritize oral hygiene and seek products that provide superior cleaning and plaque removal.

The personal care appliances market is increasingly divided into two primary power supply types: wired (electric) and wireless (battery-operated). Wired electric appliances dominate the personal care market, particularly in North America and Europe, where consumers prioritize performance and consistent power supply. These appliances, including hair dryers, straighteners, and electric shavers, are favored for their reliability and often superior power, enabling faster and more effective grooming. The market in these regions benefits from established brands like Philips and Panasonic, which continually innovate to enhance product efficiency and user experience. The wired segment is characterized by a growing trend towards energy-efficient models, aligning with increasing consumer awareness of sustainability. the wireless segment, comprising battery-operated devices, is gaining traction, especially in the Asia-Pacific region. Countries like India and China are witnessing a surge in demand for portable grooming solutions, driven by urbanization and a burgeoning youth demographic. Battery-operated appliances, such as cordless hair clippers and electric toothbrushes, offer convenience and flexibility, appealing to consumers with busy lifestyles or those who travel frequently. The rise of e-commerce has further facilitated access to these products, allowing consumers to explore a wider range of options. Notably, innovations in battery technology have led to longer-lasting and faster-charging devices, enhancing their appeal.

In the personal care appliances market, end users are typically categorized into three segments: male, female, and others. Men's grooming has seen significant growth, driven by changing societal norms and an increasing focus on personal appearance. Male consumers are demanding more sophisticated grooming appliances, such as electric shavers, trimmers, and hair styling tools that cater to their specific needs. The rise of male grooming products reflects a desire for convenience and efficiency, prompting manufacturers to innovate with features like skin-friendly technology and ergonomic designs. Additionally, the trend towards eco-friendly products is influencing male consumers to seek out sustainable grooming solutions, such as rechargeable devices made from recyclable materials. Women continue to be the largest segment in the personal care appliances market, with a strong demand for a wide range of products, including hair care, skin care, and beauty devices. Female consumers are particularly interested in appliances that enhance their beauty routines, such as hair straighteners, curling irons, and facial cleansing devices. The demand for multifunctional appliances that save time and space is rising, leading to innovations that combine multiple functions in a single device. Furthermore, women are increasingly inclined towards products that incorporate advanced technology, such as smart devices that offer personalized settings and usage tracking. The emphasis on natural and organic materials is also notable, as many women prefer products that align with their health and wellness values.

The personal care appliances market is distributed through various channels, each catering to specific consumer preferences and market dynamics. Supermarkets and hypermarkets are the dominant distribution channels, particularly in North America. These large retail outlets offer a wide range of personal care appliances, including hair dryers, straighteners, electric shavers, and toothbrushes. Consumers are drawn to the convenience of one-stop shopping and the ability to compare products side-by-side. Supermarkets and hypermarkets often feature prominent brand displays and promotions, making them an attractive option for manufacturers looking to increase visibility and drive sales. Specialty stores are another significant distribution channel, especially for high-end and niche personal care appliances. These stores focus on specific product categories, such as hair styling tools or electric toothbrushes, and offer a more personalized shopping experience with knowledgeable staff and targeted product assortments. Specialty stores are popular in Europe, where consumers prioritize quality and are willing to pay premium prices for advanced features and performance. Convenience stores have gained traction in recent years, particularly in Asia-Pacific countries like Japan and South Korea. The rise of e-commerce has significantly impacted the personal care appliances market, with online platforms becoming increasingly popular worldwide. Online shopping offers consumers a vast selection of products, competitive prices, and the convenience of home delivery. Leading e-commerce players, such as Amazon and Alibaba, have become major distribution channels for personal care appliances, particularly in emerging markets where physical retail infrastructure may be limited.

The North American personal care appliances market has established itself as the largest in the world, driven by a combination of factors that reflect changing consumer behaviors and preferences. One of the most significant drivers is the increasing emphasis on health and wellness, which has led consumers to invest more in personal care appliances that promote self-grooming and hygiene. This trend is particularly pronounced among millennials and Gen Z consumers, who prioritize personal appearance and self-care as essential components of their lifestyle. The rise of social media platforms has further amplified this trend, as influencers and beauty bloggers showcase the latest grooming techniques and products, creating a strong demand for innovative personal care appliances. The demographic landscape of North America contributes to the market's growth. The aging population is increasingly seeking personal care appliances that cater to their specific needs, such as easy-to-use grooming tools and devices designed for sensitive skin. This demographic shift is driving demand for products that enhance convenience and accessibility, further propelling the market forward. The COVID-19 pandemic has also played a pivotal role in reshaping the personal care appliances market in North America. With lockdowns and social distancing measures in place, consumers shifted towards at-home grooming, leading to a surge in demand for personal care appliances. This trend has persisted even as restrictions have eased, as many consumers have adopted new grooming habits that prioritize convenience and quality. The rise of e-commerce has further facilitated this shift, with online sales channels becoming a primary avenue for purchasing personal care appliances. Brands have adapted by enhancing their online presence and offering promotions that cater to the growing preference for online shopping.

As due the Covid 19 pandemic the whole world was seeing a downfall, which was also seen in the personal care appliance market. As due to pandemic most of the shop were closed which hampered the growth of the market. Due to pandemic the supply chain was also interrupted so for few months there supply disruptions among the various regions. Also due to Covid 19, now people are more concerned about their personal care and hygiene, which is a key factor for the growth of personal care appliance market.

Recent Developments
• Panasonic launched a new EH-HS0E: Enrich + Advanced care hair straightener with high-speed intelligent thermal sensor for flawless style, single-stroke straightening, and unique nanoeTM technology, styles hair to perfection and helps enrich shine and smoothness of hair, launched in June 2021.
• Wahl launched a new Below-the-Belt Trimmer under the name Wahl Manscaper. This trimmer's integrated protection system prevents injuries. The company markets it with the tagline 'No Nicks. No Cuts. No Fear, launched in March 2021.
• Philips launched the new Philips Sonicare 9900 Prestige with SenseIQ technology. The new brush is designed to provide an optimum, personalized cleaning experience by sensing brushing style and offering a truly unique and personalized brushing experience, launched in January 2021.

Major Companies present in the market:
Colgate Palmolive Company, Conair Corporation, Dyson, Helen of Troy Limited, HTC Hair Clipper, Koninklijke Philips N.V., Lion Corporation, Procter & Gamble Company, Spectrum Brands, Wahl Clipper Corporation, Groupe SEB, Homedics Inc., Andis Company, Johnson & Johnson Services Inc., Unilever PLC, Omron Healthcare, Waterpik Technologies, Nova Group, Tescom, Panasonic Corporation, Havells India Ltd.

Considered in this report
• Geography: Global
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Global Personal Care Appliance market with its value and forecast along with its segments
• Region-wise personal care appliance market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions covered in the report
• North America (United States, Canada, Mexico)
• Europe (Germany, United Kingdom, France, Spain , Italy, Russia)
• Asia-Pacific (China, Japan, India, Australia, South Korea)
• South America (Brazil, Argentina, Colombia)
• Middle-East & Africa (UAE, Saudi Arabia, South Africa)

By Product
• Hair Care
• Hair Removal
• Oral Care
• Others

By Product Type
• Hair Dryer
• Hair Straightener
• Trimmer
• Powered Toothbrush
• Others (Hair Styler, Power Shaver, Epilator, Oral Irrigator)

By Power Supply
• Wired
• Wireless (Battery operated)

By Gender
• Male
• Female
• Others

By Sales Channel
• Supermarkets & Hypermarkets
• Specialty Stores
• Convenience Stores
• E-Commerce

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Personal Care Appliance industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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Manmayi Raval

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