United States (USA) Men's Grooming Market Overview, 2028

The well-established personal care and cosmetics sector, in confluence with the increasing consciousness among male consumers towards personal wellbeing and appearance, is strengthening the growth of the male grooming products market in the United States. Apart from this, the strong influence of social media platforms, such as YouTube, Instagram and Facebook, is driving the market growth. At present, changing lifestyles, along with the rising number of urban professionals, are positively influencing the demand for male grooming products in the United States. New-age consumers, especially Gen-Z, are increasingly choosing products that contain more natural ingredients and do not have harmful chemicals. Increasingly customers are willing to pay more for products that come in sustainable packaging materials. Hair care is a crucial element of men's grooming culture in the US. Men pay a lot of attention to their haircuts, and many of them visit barbershops regularly to keep their hair well-groomed. Wearing cologne or perfume is a common practice among men in the US, and it is considered an important element of personal grooming.

According to the research report “US Men’s Grooming Market Overview, 2028," published by Bonafide Research, the market is expected to add USD 3.05 Billion by 2028. The market is expected to grow due to rising disposable income, change in cultures, increase in Gen z population, personal care, urbanization; Growing skin concern among men such as sensitivity, aging, inflammatory conditions, acne, and dryness is expected to drive the demand This all factors are driving the market of men’s grooming in US. Apart from this, the strong influence of social media platforms, such as YouTube, Instagram and Facebook Growing skin concern among men such as sensitivity, aging, inflammatory conditions, acne, and dryness is expected to drive the demand

The men’s grooming market in US is segmented by product type: Shave care, Skin Care, Hair Care, toiletries, fragrances, and others. Shaving cream, shaving gel, razors and blades, aftershave care, lotion/balm, splash/gel, trimmers, and other shave care products are examples. Skin care products include facial cleansers, moisturisers, scrubs, anti-aging creams, sun cream, face masks, and others. Hair care products includes hair shampoo, hair conditioner, hair styling products, hair oils, hair spray, hair colour, Others, Toiletries include bath soap and shower gel, as well as fragrances such as perfumes, deodorants, and colognes. Currently, the market is dominated by fragrances because they offer a way for men to express their individuality and personal style. Men's fragrances can evoke different moods and emotions, and many men enjoy exploring different scents and finding ones that suit their personalities and tastes. Fragrances are frequently used on a daily basis, so these factors influence fragrance demand in the United States. During the forecast period, the skin care segment is expected to dominate the US market for men’s grooming due to the fact that men are becoming more aware of the importance of skin health and are taking steps to protect their skin from damage caused by environmental factors, aging, and other factors. This has led to a surge in demand for skin care products that address specific skin concerns, such as dryness, sensitivity, and aging.

The men’s grooming market in the US is segmented by price range: mass products and premium products. Currently, the market is dominated by mass-market products due to the fact that they are generally more affordable than premium products, which makes them accessible to a wider range of consumers. Many men are looking for grooming products that offer good value for money, and mass-produced products are often a more cost-effective option. Mass-produced products are widely available in supermarkets, drugstores, and online retailers, which makes them convenient for consumers to purchase. They are also available in a variety of formats, such as multipacks and travel sizes, which makes them ideal for on-the-go use. During the forecast period, it is expected that the premium products segment is going to dominate the market for men’s grooming in the US due to men becoming more interested in self-care and investing in high-quality grooming products that offer a luxurious and indulgent experience. Premium products often offer unique formulations, high-end packaging, and premium ingredients, which can provide a more enjoyable grooming experience. Because the per capita income in the US is high, these factors create a demand for premium products in the US.

The men’s grooming market in the US is segmented by distribution channel: supermarkets/hypermarkets, convenience stores, specialty stores, e-commerce, and others. Currently, the market is dominated by hypermarkets and supermarkets because the growth of the segment is mainly driven by the rising consumer inclination towards supermarkets and hypermarkets as a primary source to purchase beauty and personal care products. Additionally, supermarkets and hypermarkets typically have a wide selection of men's grooming products, including mass-market brands and a growing selection of premium products. This wide selection makes it easy for consumers to find the products they need and compare different options. Some of the main hypermarkets and supermarkets that distribute men’s grooming products in the US include Walmart, Target, Kroger, CVS, Costco, and Sam's Club. During the forecast period, it is expected that the e-commerce segment is going to dominate the market for men’s grooming in the US due to the increase in high use of smart homes, internet penetration, and the preference to buy online. E-commerce allows consumers to shop for men's grooming products from the comfort of their own homes at any time of day or night. This convenience is particularly appealing to busy consumers who don't have the time or inclination to visit a physical store.

Some of the new start-ups for men’s grooming in US include Hims, Harry's, Dollar Shave Club.

Considered in this report
• Geography: US
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• US Men’s grooming market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Shave care
• Skin Care
• Hair Care
• Toiletries
• Fragrances
• Others

By Price range
• Mass Products
• Premium Products

By Distribution Channel
• Supermarket/Hypermarket
• Convenience Stores
• Speciality Retail
• E-commerce
• Others




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, analysing 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 Men’s grooming market, 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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