Summary

North America holds the leading position in the global men’s grooming market. The high living standards, coupled with the increasing demand for authentic and personalized male grooming products, are stimulating the growth of the market in the region. Personal hygiene and physical appearance can be maintained with the help of grooming products. Historically, male grooming has shifted to place a greater emphasis on personal appearance, attire, and beauty treatments. Shaving creams, deodorants, aftershave colognes, and shampoos were the only products previously available for male grooming. Nonetheless, as men become more individualistic in terms of fashion development, numerous products have been developed for them. Male grooming product development in the region's market has been fueled by male consumers' growing awareness of personal wellness and appearance. Males in North American countries want to appear presentable at work in order to make a good impression. Thus, psychological beliefs play a significant role in driving the grooming product market in regional countries. Furthermore, the desire to flaunt various looks is part of the fashion era. As a result of the various looks, consumers select products that can provide the best look while keeping the hair and underlying skin healthy and hygienic.

According to the research report, "North America Market Outlook, 2028," published by Bonafide Research, the market was value at USD 18 Bilion in 2022. As disposable income in North America has increased, more men have been able to afford premium grooming products, contributing to market growth. Furthermore, manufacturers have been introducing new and innovative products to the market, such as natural and organic grooming products, which has contributed to increased demand and sales. Moreover, the growth of e-commerce has made it easier for men to access a wider range of grooming products and has helped to create a more competitive marketplace. In addition, the rise of social media has made it easier for men to discover and learn about grooming products and has contributed to the development of a culture of sharing and discussion about grooming practises.

Based on product type, the market is segmented into skin care, hair care, shaving care, toiletries, fragrances, and others. Fragrances as a product type occupy a major share of the market. Many fragrance brands have a strong following and loyal customer base, which helps sustain their market share and drive sales. Skin Care is expected to grow at the highest CAGR of 5.79% during the forecast period. This is due to increased skincare awareness among men as well as increased skincare promotions on various channels and media. This, in turn, is expected to fuel market growth. Furthermore, social media has played a significant role in driving the growth of the skincare market by creating awareness and interest in skincare products among men. Men are increasingly exposed to skincare routines and products through social media influencers and are more likely to try out new products. Besides As the North American population ages, there is a growing demand for anti-aging skincare products.

The market is divided into Hypermarkets/Supermarkets, Convenience Shops, Specialty Retailers, E-commerce, and Other based on the distribution channel. The supermarkets and hypermarkets segment holds a significant market share as they provide a diverse variety of products from multiple brands. Furthermore, supermarkets and hypermarkets often offer promotional activities, such as discounts, buy-one-get-one-free offers, and loyalty programs. These activities can help drive sales and encourage repeat purchases. Moreover, many supermarkets and hypermarkets have an online presence, which has made it easier for consumers to purchase grooming products from the comfort of their homes. This has contributed to the growth of online sales in the men's grooming market. E-commerce is expected to grow at the highest CAGR during the forecast period. This is due to the increasing convenience, competitive pricing, and variety of options provided by online sellers. Moreover, social media has played a significant role in driving the growth of e-commerce in the men's grooming market by creating awareness and interest in grooming products among men. Social media platforms are often used to showcase new products and grooming routines, which can drive traffic to e-commerce platforms.

There are several distribution channels for men's grooming products in North America. Supermarkets and hypermarkets in North America that offer men's grooming products include Walmart, Target, Kroger, Safeway, and Whole Foods. Some of the popular convenience stores that offer men's grooming products in North America include 7-Eleven, Circle K, and Speedway. Specialty retail stores that cater specifically to men's grooming products are becoming increasingly popular in North America. Some examples of specialty retail stores for men's grooming products include The Art of Shaving, Harry's, and Dollar Shave Club. These stores offer a variety of high-quality grooming products, including shaving creams, aftershaves, razors, hair care products, and skincare products. E-commerce is an increasingly popular distribution channel for men's grooming products in North America. Many men's grooming brands have established their own e-commerce websites, offering a wide range of products and providing detailed product information and reviews. In addition, major online retailers such as Amazon, Walmart, Sephora, Ulta, The Grooming Lounge, Harry's, and Target.

The market is divided into two categories based on price range: mass and premium. The mass market segment accounted for the largest share in 2022. Mass-market brands often offer promotions and discounts, which can help attract price-sensitive consumers and drive sales. The premium segment is anticipated to expand at the highest CAGR over the forecast period. The North American economy has been growing, resulting in an increase in disposable income. This has led to an increase in demand for premium grooming products among consumers who are willing to pay a premium for high-quality products. Moreover, men are becoming more aware of the importance of grooming and are willing to invest in premium products to maintain a well-groomed appearance. Premium grooming products are often marketed as high-end, luxurious products that can provide superior results compared to mass-market products.

The North American market is segmented into three major countries, including the United States, Canada, and Mexico. Among these, the United States leads the North American men's grooming market. The United States has a relatively high level of disposable income, which has contributed to the growth of the men's grooming market. Furthermore, the United States has a strong retail infrastructure with a wide range of distribution channels, including department stores, drugstores, supermarkets, and e-commerce platforms. This has made it easier for companies to reach consumers and sell their products. Besides Many companies in the United States are investing in product development and innovation, offering new and improved grooming products to meet the changing needs of consumers. This has helped drive growth in the market. Men in the United States and Canada have a hectic lifestyle and often do not have much spare time for their work to visit a barbershop frequently, which promotes market growth even though consumers like to have personal grooming products. There are several start-ups in North America that are making waves in the men's grooming industry, including Hawthorne, Black Wolf, Oars + Alps, Huron, and Disco.

The North American population is becoming increasingly diverse, and this presents an opportunity for brands to develop products that cater to a wider range of skin and hair types. Moreover, Social media has become an important tool for marketing and advertising grooming products to consumers. Brands that develop effective social media strategies and engage with consumers through these platforms are likely to benefit from this trend. There is a growing trend towards natural and organic products in the men's grooming market. Consumers are becoming more conscious about the ingredients in the products they use, and are seeking out products with natural and organic ingredients.

Restraints
The men's grooming market in North America is highly competitive, with many established players and new entrants constantly trying to capture market share. This high level of competition can make it difficult for new brands to gain traction and for existing brands to maintain their market position. Furthermore, Men's grooming products are subject to strict safety regulations, and any issues with product safety or quality can lead to recalls and loss of consumer trust. This can have a negative impact on sales and brand reputation.

Developments
• In 2021, Dollar Shave Club expanded its product offerings to include a range of skincare products, such as face wash, moisturizer, and eye cream. The company also introduced a range of hair styling products, including pomade, wax, and clay.
• In 2021, Harry's launched a new line of hair care products, including shampoo, conditioner, and styling products. The company also expanded its skincare offerings to include a range of products specifically designed for acne-prone skin.
• In 2021, L'Oreal launched a new range of skincare products for men under its Men Expert line, including a moisturizer with SPF protection and an eye cream. The company also expanded the availability of its House 99 line, which was co-created by soccer star David Beckham, to more retailers across North America.
• In 2021, Unilever launched a new line of body wash products under its Dove Men+Care brand, which includes a range of scents and formulations to cater to different skin types. The company also expanded its Degree Men line to include a new range of antiperspirants designed for sensitive skin.
• In 2021, Procter & Gamble launched a new range of Old Spice hair care products, including shampoo, conditioner, and styling products. The company also introduced a new line of Gillette razors, the SkinGuard Sensitive, which is designed for men with sensitive skin.

Companies Mentioned in this report:
Beiersdorf AG, Procter & Gamble Co., L'Oréal Groupe , Shiseido Co., Ltd. , Vi-john Group , Colgate-Palmolive Company , Kao Corporation , The Estée Lauder Companies Inc., Reckitt Benckiser , Coty, Inc., Edgewell, Personal Care Co, Koninklijke Philips N.V., L’occitane International SA, Revlon, Inc., Unilever PLC, LVMH Moët Hennessy – Louis Vuitton SE, Natura Cosmeticos SA (NATURA), ITC Limited ,Emami, Himalaya.

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

Aspects covered in this report
• North America Men’s Grooming market with its value and forecast along with its segments
• Region-wise Men’s Grooming market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions & Countries covered in the report:
• United States
• Canada
• Mexico

By Product Type:
• Skin Care (Anti-aging, Face Wash, Moisturizers, Others)
• Hair Care (Shampoo, Conditioner, Styling Products, and Others)
• Shave Care (Shaving Gel, Razors & Blades, After Shave Care, Lotion, Splash/Gel, Balm and Others)
• Toiletries (Soap, Shower & Wash)
• Fragrances (Perfume, Deodorants & Colognes)
• Others

By Price Range:
• Mass Products
• Conventional Products

By Distribution Chanel:
• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Retail
• E-Commerce
• Others (Pharmacies, B2B)

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 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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