Europe Personal Care Appliances Market Outlook, 2029

Appliances for grooming, beauty, and personal hygiene are part of the personal care lifestyle. A wide range of personal care appliances are becoming more and more in demand around the world as people become more aware of their health and looks. The need for people to maintain their appearance is what is fueling the expansion of this sector. P&G is widely present in both of Germany's and the UK's major depilatory product marketplaces in Europe. Due to its advanced economic situation and traditional female consumers who use a big number of personal care electrical appliances, Europe is also anticipated to hold a sizeable market share in the global personal care electrical appliances market. The market for personal care electrical appliances has expanded dramatically in recent years. Due to the desire for curling irons and other styling goods, the demand might continue to be strong. For the convenience of consumers, there is an increasing demand for personal care appliances with high power and minimal intrusion.

According to the report, "Europe Personal Care Appliances Market Outlook, 2029," published by Bonafide Research, the Europe Personal Care Appliances market is anticipated to witness around USD 2.70 billion in growth from 2023 to 2029. The drop in salon visits by customers is one of the major factors influencing the need for personal care appliances. The personal care appliances market is substantial and is expected to grow significantly over the next years. Furthermore, Europe is seeing an increase in demand for natural components in personal care products. Due to the increasing significance of environmental issues, sustainability, ethical sourcing, and the associated labeling programmes are becoming more well-known. Additionally, opportunities for natural components are being created by changes in consumer behavior and lifestyles. Despite the fact that these trends are opening up markets for natural ingredients, regulations and unpredictability in the political landscape present significant obstacles for businesses looking to enter the European market. Additionally, hair removal devices are becoming more popular, particularly as a result of increased demand for electric shavers and a switch from manual to electric shavers and trimmers. The growing beauty consciousness among males is a significant factor driving the growth of this industry. Male personal care products, including as trimmers, are in high demand as consumer awareness of self-care and the practicality of these products rises.

In addition, men's grooming requirements have changed as a result of high spending wealth and expanding fashion trends in corporate America. During the projected period, demand for styling products, such as hairdryers, is anticipated to increase among female customers. Hairdryer producers are seeing value-grab opportunities as a result of groundbreaking technologies. The idea of "super hair dryers" is motivating producers to continuously innovate their goods. The ceramic heating elements in the Airshot from Cloud Nine have vitamins injected into them that nourish the hair. Additionally, powered toothbrushes would lead a phenomenal growth in oral care appliances during the projection period. Plaque removal has been shown to be more effective and simple with powered toothbrushes. Powered toothbrush adoption has increased as a result of the demand for automated appliances; this market would be the biggest and most profitable during the forecast period.

The personal care appliances market in Europe is witnessing significant growth, driven by innovations in power supply types, particularly wired (electric) and wireless (battery-operated) appliances. Wired personal care appliances, such as hair dryers, electric shavers, and straighteners, are favored for their consistent power supply and performance. These devices typically offer higher wattage, which translates to better efficiency and faster results, appealing to consumers who prioritize effectiveness in their grooming routines. For instance, brands like Koninklijke Philips NV and Procter & Gamble have introduced high-powered hair dryers that minimize heat damage, catering to a market increasingly concerned with hair health. The wired segment remains strong in countries with robust infrastructure, such as Germany and the UK, where consumers are accustomed to using plug-in devices. Conversely, battery-operated appliances are gaining traction due to their convenience and portability. These products, including cordless hair clippers and trimmers, are particularly appealing to younger consumers and those with active lifestyles. The rise of the male grooming segment has further fueled demand for wireless options, as brands like Manscaped and BaByliss PRO launch innovative trimmers that offer flexibility and ease of use. Countries like France and the UK are seeing a surge in the adoption of these appliances, as consumers value the ability to groom without being tethered to a power source.

Supermarkets and hypermarkets are the dominant distribution channels for personal care appliances in Europe, accounting for a significant market share. These large retail outlets offer a wide range of products, including wired and wireless personal care appliances, catering to the diverse needs of consumers. Countries like Germany, France, and the UK have well-established supermarket chains that play a crucial role in the distribution of these products. Retailers such as Carrefour, Tesco, and Aldi have a strong presence in the European market and provide consumers with a convenient shopping experience. Specialty stores, particularly those focused on electronics and household goods, are another important distribution channel for personal care appliances in Europe. These stores offer a more curated selection of products and provide knowledgeable staff to assist customers in making informed purchasing decisions. Brands like Philips and Braun have dedicated specialty stores in countries like Italy and Spain, where they showcase their latest innovations and provide after-sales support. Convenience stores, while not a primary distribution channel for personal care appliances, are becoming more relevant in certain European markets. The e-commerce and online distribution channel is rapidly gaining traction in the European personal care appliances market. Consumers are increasingly turning to online platforms for their shopping needs, driven by the convenience, wider product selection, and competitive prices offered by e-commerce retailers. Countries like the UK and Germany have a well-developed e-commerce infrastructure, with platforms like Amazon and eBay dominating the market. Additionally, many traditional retailers have established a strong online presence to cater to the growing demand for online shopping.



Recent Developments
• Panasonic released the EH-HS0E: enrich + advanced care hair straightener in June 2021, featuring a high-speed intelligent thermal sensor for flawless styling, single-stroke straightening, and unique nanoeTM technology that styles hair to perfection while also enhancing shine and smoothness.
• In March 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." This has features like a wrap-around safety guard, an adjustable dial that offers 20 different cutting lengths, and finely-ground stainless-steel blades to offer utmost comfort.
• In January 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.

The European market is being driven by the rising number of hair salons and beauty parlors throughout the continent. More than 1,000 new hair and beauty salons opened in the UK in 2020, according to the National Hair & Beauty Federation (NHBF). While there are more hairdressers than ever, a noticeable trend that is also growing is the constant inclination toward hair products that contain elements from food. People are increasingly looking for hair care products that are safe for the environment and don't include any toxic elements. These elements will greatly increase regional demand. The increasing penetration of online retailers, which is affecting product distribution via hair salons and hairdressers, could, however, hinder this growth.

Covid-19 Impacts:
The personal care appliance market in Europe has benefited from the COVID-19 pandemic. Consumers switched to a self-grooming routine as a result of salons and spas closing, which increased demand for the product. Due to the lockdown restrictions, offline retail businesses were forced to remain closed, which reduced sales during the time that was allowed. However, the rise in consumers switching to an online marketplace to buy these electrical products made up for the decline in sales.

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, Omron Healthcare, Waterpik Technologies, Nova Group, Panasonic Corporation, Havells India Ltd.

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

Aspects covered in this report
• Europe 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
• Germany
• UK
• France
• Spain
• Russia
• Italy

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.