North America Personal Care Appliances Market Outlook, 2029

Personal care appliances refer to devices that are involved in and assist in the personal care process of an individual. These tools are intended to enhance a user's aesthetic look. Utilizing such gadgets allows for the satisfaction of hygiene and daily grooming needs. Hair care is a significant component of personal hygiene, and tools like hair straighteners and shavers are used to groom and trim hair to improve one's physical appearance. An electric toothbrush is an example of a personal care appliance that falls under the category of hygienic maintenance equipment. The majority of these electric-powered devices are made primarily for personal use and grooming. Moreover, the preference for blow dry hair/wavy hair among women is the major factor making hair dryer an essential hair styling tool in their wardrobe. Thus, players are innovating in their technology to variate their products for instance, in 2020 Panasonic announced the launch of its hair dryer with patented nano and platinum iron technology and the product has two different types of nozzle attachments - set nozzle and quick dry nozzle, which is claimed to provide strong and soft airflows. Brand loyalty plays a significant role in the North American personal care appliances market, influencing consumer purchasing decisions and shaping market dynamics. Leading brands such as Procter & Gamble, Koninklijke Philips N.V., and Dyson have established strong reputations that foster trust and reliability among consumers. This loyalty is a high-impact factor, as it not only encourages repeat purchases but also allows these companies to command premium pricing for their products, enhancing profitability. For instance, personalized emails and targeted promotions based on past purchases can significantly enhance engagement and loyalty. Research indicates that personalized experiences can lead to higher purchase rates, as customers are more inclined to buy when they feel a brand understands their preferences.

According to the research report, "North America Personal Care Appliances Market Outlook, 2029," published by Bonafide Research, the North America Personal Care Appliances market was valued at more than USD 7.85 Billion in 2023. The e-commerce industry is expanding as a result of rising internet usage and an increase in smartphone users across the region. This further fuels online personal care product sales in North America, which in turn influences the expansion of the personal care appliance market there. Vendors are concentrating on enhancing their R&D processes and pricing policies. Their ability to charge more for their products gives them the chance to make significant profits. Additionally, growing consumer interest in health and wellness is fueling the market's expansion of personal care appliances. One of the key factors propelling personal care appliances and tools across the region is the increased focus on beauty and personal care products. Additionally, social media has significantly increased its influence in the worlds of trendsetting, makeup, hair, and fashion. As a result, customers are paying attention to the growing promotions, which include styling tool commercials in various media outlets. In addition, women's preference for blow-drying their hair and having waves in it is the main reason why a hair dryer is a necessary item in their wardrobe for hair style. Players are therefore developing new technologies to diversify their product offerings. For instance, Panasonic announced the launch of its hair dryer in 2020. The product features patented nano and platinum iron technology and has two different types of nozzle attachments: the set nozzle and quick-dry nozzle, which are marketed as offering powerful and gentle airflows, respectively.

On the other hand, customers are actively looking for hair styling products like hair straighteners and curlers that are simple to use, economical, and offer the opportunity to experiment with various styles. However, one of the main reasons influencing the purchasing behavior of the customers is their growing knowledge of the heat harm brought on by hair straighteners. As a result, producers are working to release brand-new, cutting-edge straighteners that will address consumers' current concerns at a reasonable price. For instance, Dyson introduced the Corrale straightener in 2020 with the goal of reducing the harm done by straighteners. Growth in the geriatric population has fueled the demand for personal care appliances, including electrical appliances used as styling, grooming, and beauty appliances. This factor has a very significant impact on the current business environment, which is anticipated to get better throughout the projection period. Additionally, due to men's growing interest in personal care, sales have increased across all categories in the US market. Additionally, as a result of the COVID-19 epidemic, the at-home grooming trend is becoming more popular among millennials in the nation, which is raising the need for personal care products there.

The North American personal care appliances market is characterized by two primary power supply types: wired (electric) and wireless (battery-operated) devices. Wired personal care appliances, such as hair dryers, electric shavers, and styling tools, are favored for their consistent power supply and performance. These devices are typically more powerful, making them suitable for professional-grade tasks. The United States leads in this segment, driven by a rising geriatric population seeking reliable grooming solutions, as well as an increasing trend among men towards personal grooming. The wired appliances market benefits from established consumer trust in brands like Procter & Gamble and Philips, which emphasize quality and durability. Battery-operated devices are gaining traction due to their portability and convenience. Consumers increasingly prefer these appliances for their ease of use, particularly for on-the-go grooming. Innovations in battery technology have enhanced the performance of these devices, allowing for longer usage times and shorter charging periods. This trend is particularly appealing to younger demographics and millennials, who value flexibility in their grooming routines, especially in the context of at-home grooming trends that emerged during the COVID-19 pandemic.

In the North American personal care appliances market, the end-user segments—male, female, and others—exhibit distinct demands and preferences that are shaping product development and innovation. Men's grooming has evolved significantly, with a noticeable shift towards personal care appliances that enhance their grooming routines. Male consumers are increasingly seeking electric shavers, trimmers, and hair styling tools that offer convenience and efficiency. The demand for high-quality grooming devices has surged, particularly in light of changing societal norms that encourage men to invest in their appearance. Innovations such as the Dyson Corrale straightener, which minimizes heat damage, reflect manufacturers' responsiveness to consumer concerns about hair health. Moreover, the rise of at-home grooming during the COVID-19 pandemic has further spurred interest in personal care appliances among men, leading to a broader acceptance of grooming products traditionally marketed towards women. Women remain the largest segment in the personal care appliances market, with a strong preference for a diverse range of products, including hair care, skin care, and beauty devices. Female consumers are particularly interested in appliances that not only enhance their beauty routines but also promote hair and skin health. The growing trend towards multifunctional devices that save time, such as hair dryers with built-in styling capabilities, highlights the demand for convenience. The "others" category encompasses non-binary individuals and children, who have unique demands in the personal care appliances market. For example, unisex hair clippers and gentle skincare devices designed for children are becoming more popular, emphasizing safety and ease of use.



In the North American market, the distribution of personal care products and other consumer goods occurs through various channels, each serving distinct consumer needs and preferences. Supermarkets and hypermarkets are the leading distribution channels, commanding a significant share of approximately 44% in the North American confectionery market as of 2023. These large retail formats offer a vast selection of products, making them convenient for consumers seeking variety and competitive pricing. Their extensive reach and established presence in urban and suburban areas facilitate easy access, which is crucial for influencing purchasing decisions. The sales in these channels have shown consistent growth, indicating their dominance in the market. Convenience stores follow as the second most preferred channel, accounting for about 21% of the market share. Their appeal lies in their accessibility and the ability to purchase items quickly without the need for extensive travel. The proliferation of convenience stores across the U.S., with over 150,000 locations, has made them a popular choice for consumers looking for quick and easy shopping experiences. E-commerce is emerging as the fastest-growing distribution channel, projected to grow by 23% in value from 2024 to 2029. The increasing internet penetration and consumer preference for online shopping, particularly for convenience and quick delivery, are driving this growth. Specialty stores and other channels hold smaller shares but cater to niche markets, offering specialized products that may not be available in larger retail formats. Overall, while supermarkets and hypermarkets remain the dominant players in North America, the rise of e-commerce indicates a shifting landscape where online shopping is becoming increasingly significant.

One of the main reasons why the personal care appliance industry in North America is so dominant is the existence of large players in developed nations like the US. Another important element driving the growth of this regional personal care appliances market is the large number of market participants with North American headquarters. In the next few years, the market will develop due to elements like hairstyle trends, a considerable increase in disposable income, population growth, and increased air pollution. Furthermore, it is anticipated that there will be several opportunities for hair dye and shampoo manufacturers to grow a large consumer base. On the other hand, the high cost of premium and professional hair care products, as well as the use of harmful chemicals to soften hair, are hindering the industry’s growth over the forthcoming years. A crucial trend that is becoming more popular in the market for personal care appliances is technological innovation. Launching innovative, technologically advanced items is a priority for businesses looking to gain a substantial market share. For instance, Edgewell Personal Care, a US-based consumer goods company, purchased Billie Inc. in November 2021 for $310 million in an all-cash deal. With the acquisition, Edgewell's position in the women's shaving market is strengthened and complemented by the addition of the Billie brand to its portfolio of successful brands, which already includes Schick Intuition, Hydro Silk, and Skintimate. Women's personal care items are available from a wide range of brands at Billie Inc., a US-based consumer brand corporation.
Covid-19 Impacts:
Unprecedented occurrences caused by the coronavirus affected many different businesses. The opening weeks of the scenario were challenging for the market for personal care appliances, but companies were able to gain market share across North America by converting to internet sales. However, if COVID-19 spreads further and a global lockdown is implemented, the market is expected to decline because these products do not fall under vital goods. Negative effects will be felt on people's purchasing power and the economies of the countries.

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

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

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

Countries covered in the report
• United States
• Canada
• Mexico

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.