India Men’s Grooming Products Market By Type (Fragrance, Shaving, Skincare, Haircare and Moustache & Beard Grooming), By Sales Channel (Supermarkets/Hypermarkets, Drug/Pharmacy Stores, Online, and Others), By Region, By Competition Forecast & Opportunities, 2019-2029F

Market Overview

India Men’s Grooming Products Market has valued at USD2.2 billion in 2023 and is anticipated to project robust growth in the forecast period with a CAGR of 8.5% through 2029. The India men's grooming products market has undergone a significant transformation in recent years, driven by changing consumer attitudes, rising disposable incomes, and increased awareness of personal grooming and self-care. This burgeoning market encompasses a wide range of products tailored specifically for men, including skincare, haircare, shaving essentials, fragrances, and grooming tools. Here's an overview of the India men's grooming products market:

The men's grooming products market in India has experienced impressive growth and currently represents a substantial segment within the larger personal care industry. With a rapidly expanding middle-class population and increased urbanization, more Indian men are investing in grooming products to look and feel their best.

A significant factor driving the growth of the men's grooming market in India is the shift in societal attitudes towards self-presentation and grooming. Men are increasingly embracing personal care routines as they recognize the benefits of good grooming, not only for their appearance but also for their self-confidence and overall well-being.

The market encompasses a diverse array of product categories. Skincare products such as moisturizers, face washes, and anti-aging creams have witnessed substantial growth, as men are paying more attention to skincare routines. Haircare products, including shampoos, conditioners, and styling gels, are also in high demand. Shaving essentials like razors, shaving creams, and aftershave products remain staple items for most men.

The men's grooming market in India offers products catering to both premium and mass-market segments. High-end brands offer premium products with advanced formulations, superior packaging, and often come with a higher price tag. Mass-market brands focus on affordability and accessibility, making grooming products available to a broader consumer base.

The proliferation of e-commerce platforms has played a pivotal role in the growth of the men's grooming market. Online shopping offers convenience, a wide product selection, and the ability to compare prices and read reviews. Many men prefer to shop for grooming products online, and this trend has propelled e-commerce sales in this sector.

Brands often employ celebrity endorsements and influencer marketing to promote their grooming products. Recognizable faces and personalities resonate with consumers and contribute to brand visibility. Social media influencers, in particular, have a significant impact on shaping grooming product trends among younger consumers.

An emerging trend in the Indian men's grooming market is the demand for sustainable and natural ingredients. Consumers are increasingly conscious of the environmental impact of their personal care products and are seeking eco-friendly and organic options.

Despite its rapid growth, the India men's grooming market faces challenges, including price sensitivity among some consumers, intense competition among brands, and the need for tailored products that address specific regional preferences and skin types.

Key Market Drivers

Changing Sociocultural Norms and Attitudes

One of the primary drivers shaping the India men's grooming products market is the changing sociocultural landscape and evolving attitudes toward personal grooming and self-care among Indian men. Traditional gender roles and stereotypes related to masculinity are gradually giving way to more progressive and inclusive perspectives.

Redefining Masculinity: Indian society is redefining masculinity, recognizing that self-care and grooming are not exclusive to women. Men are increasingly embracing personal grooming as a means of self-expression and self-confidence. This cultural shift has created a demand for a broader range of grooming products tailored to men's specific needs.

Influence of Media and Pop Culture: Media, including television, movies, and social media, plays a pivotal role in shaping societal norms and ideals. The portrayal of well-groomed male celebrities and influencers has contributed to the normalization of grooming as an essential aspect of modern masculinity. This has led to an increased willingness among Indian men to invest in grooming products.

Professional Expectations: In a competitive job market, a well-groomed appearance is often seen as a reflection of professionalism and attention to detail. Many Indian men recognize that grooming can enhance their career prospects and boost their self-confidence in both personal and professional settings.

Increased Urbanization and Disposable Income

Rapid urbanization in India has led to changes in lifestyle, greater exposure to global trends, and increased disposable income among urban consumers. These factors have significantly contributed to the growth of the men's grooming products market.

Urban Lifestyle and Awareness: Urban dwellers have busier schedules and are more exposed to global fashion and grooming trends. As a result, they are more likely to adopt grooming routines and invest in grooming products. The urban population is also more likely to be aware of the importance of skincare, haircare, and personal hygiene.

Purchasing Power: Increasing disposable income among urban consumers has made grooming products more affordable and accessible. Men with higher incomes are willing to spend on premium grooming products, including high-quality razors, skincare products, fragrances, and haircare items.

Modern Retail Channels: The expansion of modern retail channels, including supermarkets, hypermarkets, specialty stores, and e-commerce platforms, has made it easier for consumers to discover and purchase grooming products. Online shopping, in particular, has provided a convenient way for consumers to explore a wide range of grooming brands and products.

Product Innovation and Customization

The third significant driver of the India men's grooming products market is the ongoing product innovation and customization by both domestic and international brands. Manufacturers are continuously introducing new and improved grooming products that cater to men's diverse needs and preferences.

Specialized Products: Brands are recognizing the unique requirements of men's skin and hair and developing specialized products to address these needs. This includes skincare products tailored to different skin types, beard care products, anti-aging solutions, and grooming tools designed for precision and ease of use.

Natural and Organic Trends: Many consumers, including men, are increasingly opting for natural and organic grooming products. Brands are responding to this trend by offering products formulated with natural ingredients, free from harmful chemicals and artificial additives.

Personalization: Customization is gaining traction, with some brands offering personalized grooming solutions. This can include personalized skincare regimens based on skin type and concerns or customized fragrances that align with an individual's preferences.

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Key Market Challenges

Cultural and Societal Norms

One of the foremost challenges facing the India Men's Grooming Products Market is deeply entrenched cultural and societal norms regarding masculinity and grooming. Traditional notions of masculinity in India often discourage men from openly embracing personal care and grooming routines beyond basic hygiene. Men are sometimes discouraged from using grooming products seen as too feminine, which can limit market growth.

Societal Expectations: Societal expectations can place pressure on men to conform to traditional norms, which may discourage them from openly discussing or purchasing grooming products. This can lead to a lack of awareness and reluctance among men to explore grooming options.

Marketing and Branding Challenges: Companies in the men's grooming industry often need to navigate cultural sensitivities when marketing their products. Striking a balance between promoting the benefits of grooming without alienating potential consumers who may feel uncomfortable with the idea is a significant challenge.

Education and Awareness: Overcoming cultural norms requires educating consumers about the importance of grooming and the benefits of using grooming products. Brands need to invest in educational campaigns to dispel myths and encourage men to embrace grooming as part of their self-care routine.

Price Sensitivity and Accessibility

Price sensitivity is another significant challenge in the India Men's Grooming Products Market. While there is a growing demand for grooming products, particularly in urban areas, many consumers remain price-conscious. This poses challenges for both manufacturers and consumers:

Affordability: High-quality grooming products, especially those imported or from premium brands, can be expensive. Many consumers, particularly in rural areas and lower-income segments, may find these products unaffordable, limiting market penetration.

Market Segmentation: Companies need to offer a range of products catering to different price points to reach a wider audience. Striking the right balance between quality and affordability is essential for success in the Indian market.

Distribution Challenges: Ensuring that grooming products are accessible to consumers in both urban and rural areas can be challenging. Distribution networks need to be extensive and efficient to reach a broad consumer base, including those in remote locations.

Product Customization and Ingredient Sensitivity

The India Men's Grooming Products Market is diverse, with consumers having varying skin types, hair types, and sensitivities. Customizing products to meet the specific needs of individual consumers while adhering to regulatory guidelines is a complex challenge.

Ingredient Sensitivity: Many consumers are sensitive to certain ingredients commonly found in grooming products, such as fragrances, preservatives, and synthetic chemicals. Brands need to develop products that cater to these sensitivities, which requires careful formulation and testing.

Regulatory Compliance: The grooming product industry is subject to strict regulatory oversight, and companies must ensure that their products comply with safety and labeling standards. Navigating these regulations can be challenging, especially for new entrants and smaller companies.

Key Market Trends

Rise of Natural and Organic Products

One of the most significant trends in the India Men's Grooming Products Market is the increasing demand for natural and organic products. As consumers become more conscious of the ingredients in their grooming products and their potential effects on health and the environment, there has been a noticeable shift towards products that are perceived as safer and more sustainable.

Natural Ingredients: Men are increasingly seeking grooming products that contain natural ingredients like aloe vera, tea tree oil, coconut oil, and herbal extracts. These ingredients are believed to be gentler on the skin and have fewer potential side effects, making them attractive options for those with sensitive or allergy-prone skin.

Organic Certification: The demand for products with organic certification has surged. Organic grooming products are perceived as free from harmful chemicals, pesticides, and synthetic additives. Brands that offer organic options have gained favor among consumers looking for a more holistic and eco-friendly approach to grooming.

Sustainability: Environmental sustainability is a growing concern, and consumers are showing preference for grooming products with eco-friendly packaging and production processes. Brands are responding by adopting sustainable practices, reducing plastic packaging, and using recycled materials in their packaging.

E-commerce and Online Shopping

The rapid growth of e-commerce and online shopping has had a profound impact on the India Men's Grooming Products Market. Online platforms have become the go-to destination for consumers looking for a wide range of grooming products, convenience, and competitive prices.

Convenience: Online shopping offers the convenience of browsing and purchasing grooming products from the comfort of one's home. This convenience factor has attracted a significant portion of consumers who prefer hassle-free shopping experiences.

Product Variety: E-commerce platforms provide access to a vast array of grooming products, including international brands that may not be readily available in local stores. This extensive product variety allows consumers to explore and experiment with different products and brands.

Discounts and Offers: Online retailers often provide discounts, promotional offers, and bundled deals that make grooming products more affordable. This pricing strategy has further fueled the growth of online sales in the men's grooming segment.

Consumer Reviews: Online platforms allow consumers to read reviews and ratings from other users, helping them make informed decisions about product purchases. Positive reviews and recommendations can significantly influence a consumer's choice.

Customization and Personalization

Personalization has emerged as a significant trend in the India Men's Grooming Products Market. Brands are increasingly offering products and services tailored to individual preferences, skin types, and grooming needs.

Subscription Services: Subscription-based models have gained popularity, allowing consumers to receive grooming products regularly based on their preferences. These services often offer personalized product recommendations and customization options.

Tailored Products: Some brands offer personalized grooming products that are formulated specifically for an individual's skin type, hair type, and grooming goals. This level of customization enhances the consumer's grooming experience and addresses specific concerns.

Grooming Apps: Mobile applications that provide personalized grooming tips, product recommendations, and skincare routines have gained traction. These apps use algorithms and user data to offer tailored grooming advice.

Segmental Insights

Product Type Insights

Skincare products have emerged as a dominant and rapidly growing category within the India Men's Grooming Products Market, reflecting a significant shift in grooming habits and preferences among Indian men. Traditionally, men's grooming products in India primarily revolved around basic items like shaving creams and razors. However, over the past decade, the landscape has transformed dramatically, with skincare products taking center stage.

One of the primary drivers behind skincare's remarkable ascent in the India Men's Grooming Products Market is the changing mindset of Indian men towards personal grooming. Historically, grooming was often considered a female-centric activity, but societal perceptions have evolved, and men are increasingly investing time and resources in self-care and grooming routines. This cultural shift has paved the way for skincare to establish itself as a vital component of a modern Indian man's daily regimen.

Skincare products cater to a broad spectrum of needs and concerns, addressing issues such as acne, blemishes, dullness, and premature aging. The growing awareness of these concerns, coupled with the desire to maintain youthful and healthy-looking skin, has fueled the demand for skincare solutions. Consequently, the India Men's Grooming Products Market has witnessed a surge in the availability and variety of skincare products, including facial cleansers, moisturizers, serums, sunscreens, and specialized treatments.

Another critical factor driving the significant share of skincare products in the men's grooming market is the influence of media and celebrities. Men are exposed to images of well-groomed and impeccably styled actors, models, and sports personalities, which serve as aspirational figures. This exposure has encouraged men to emulate these grooming practices, further promoting the use of skincare products. Moreover, endorsements and marketing campaigns featuring male celebrities have added to the allure of skincare, making it more socially acceptable and appealing.

The skincare segment's growth can also be attributed to the rise of e-commerce and digital marketing in India. Online platforms offer a convenient and discreet way for men to explore and purchase grooming products, including skincare items. Consumers can access a wide array of products, read reviews, and compare prices, all from the comfort of their homes. Additionally, the proliferation of grooming influencers and educational content on social media has demystified skincare routines and encouraged men to adopt healthier habits.

Sales Channel Insights

The online sales channel has emerged as a dominant force in the India Men's Grooming Products Market, carving out a substantial share in this rapidly growing industry. This transformation in the retail landscape has been driven by various factors, including changing consumer behaviors, technological advancements, and the convenience offered by e-commerce platforms.

Changing Consumer Preferences: One of the primary drivers behind the significant share of the online sales channel in the Indian men's grooming products market is the evolving preferences of consumers. Modern Indian men are increasingly conscious of their appearance and personal grooming, seeking high-quality products that cater to their specific needs. The convenience of online shopping allows them to explore a wide range of grooming products, read reviews, and make informed choices from the comfort of their homes.

Wide Product Variety: The online platform offers an extensive selection of men's grooming products, ranging from skincare and haircare to beard grooming and fragrances. This wide variety caters to the diverse needs and preferences of Indian consumers, allowing them to find products that suit their specific skin types, concerns, and grooming routines. Additionally, consumers can access both domestic and international brands, further expanding their choices.

Convenience and Accessibility: The convenience factor plays a pivotal role in the online sales channel's success. With busy lifestyles becoming the norm, Indian men often find it challenging to visit physical stores to purchase grooming products. Online shopping provides the convenience of 24/7 accessibility, allowing consumers to shop at their preferred time, eliminating the need for travel, and avoiding the hassles of crowded stores.

Product Information and Reviews: E-commerce platforms offer detailed product information, including ingredients, usage instructions, and customer reviews. This wealth of information empowers consumers to make well-informed decisions about which grooming products align with their specific needs and concerns. Reviews and ratings from other customers provide valuable insights, enhancing consumer confidence in their purchases.

Competitive Pricing and Discounts: Online retailers often offer competitive pricing and attractive discounts on men's grooming products. This price competitiveness, coupled with the convenience of doorstep delivery, appeals to price-conscious consumers. Moreover, during sales events and promotional campaigns, consumers can benefit from significant cost savings.

Tech-Savvy Consumers: India has witnessed a rapid increase in smartphone and internet penetration, resulting in a tech-savvy population. This digital transformation has made online shopping more accessible to a broader demographic, including men seeking grooming products. Mobile apps and user-friendly websites provide seamless shopping experiences, contributing to the online sales channel's growth.

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Regional Insights

The North region of India has emerged as a substantial contributor to the India Men's Grooming Products Market, playing a pivotal role in shaping the dynamics of this flourishing industry. Comprising states such as Delhi, Punjab, Haryana, Uttar Pradesh, Himachal Pradesh, and Jammu and Kashmir, the northern region has witnessed remarkable growth in the consumption and production of men's grooming products, ranging from skincare and haircare to fragrances and grooming accessories. Several factors contribute to the region's prominence in this sector.

Changing Consumer Preferences: One of the primary drivers behind the North region's significant share in the men's grooming products market is the shifting preferences of Indian men. In recent years, there has been a notable increase in awareness regarding personal grooming and self-care among men. This cultural shift towards self-grooming and maintaining a well-groomed appearance has spurred the demand for a wide array of grooming products.

Urbanization and Modern Lifestyle: The North region is home to several urban centers, including Delhi, Chandigarh, and Noida, where a growing urban population is adopting modern lifestyles. Urban men, often with higher disposable incomes and greater exposure to global trends, are more inclined towards grooming and skincare routines. The influence of urban culture has a ripple effect on the popularity of men's grooming products in the region.

Professionalism and Corporate Culture: The corporate culture in North India places a strong emphasis on a well-groomed appearance. Men working in professional environments are increasingly investing in grooming products to maintain a polished and sophisticated look. This includes a rising demand for products like facial cleansers, shaving essentials, and fragrances.

E-Commerce and Online Shopping: The proliferation of e-commerce platforms has made grooming products more accessible to consumers in the North region. Men can now browse and purchase a wide range of grooming products online, often with the convenience of doorstep delivery. This has not only boosted sales but also allowed consumers to explore a broader range of brands and products.

Rise of Men's Salons and Barbershops: The North region has seen a surge in men's salons and barbershops that offer grooming services. These establishments often recommend and sell grooming products to their customers, further promoting the use of such products. This symbiotic relationship between grooming service providers and product manufacturers has fueled the market's growth.

Innovative Product Offerings: Manufacturers have responded to the evolving needs of Indian men by introducing innovative grooming products specifically tailored to suit Indian skin types and climates. This includes products infused with natural ingredients, anti-pollution formulations, and specialized skincare lines.

Cultural Significance: Grooming has cultural significance in North Indian society. Traditionally, practices like beard grooming and haircare have been an integral part of local customs and rituals. This cultural connection to grooming rituals has made men in the North more receptive to modern grooming products.

Recent Developments

• In 2022, Panasonic introduced the Arc6, its inaugural 6-Blade Shaver, as an optimal grooming solution for men who have developed thicker stubble due to increased remote work. Engineered to effectively trim dense stubble, the Arc6 surpasses the Panasonic Arc5 5-blade shavers (ES-LV67-K, ES-LV97-K) by cutting four times more challenging, lengthy, and flat-lying hairs in a single stroke. The Arc6 combines Japanese blade technology with Panasonic's high-speed linear motor to deliver a closer shave while minimizing pulling and skin irritation.
• In 2022, Vega, a prominent personal care appliances and beauty accessories brand, expanded into the men's grooming segment with the launch of Vega Men, enlisting cricketer Rohit Sharma as its brand ambassador. In response to evolving consumer demands for personalized grooming and styling, Vega Men introduced a range of four multi-grooming sets, simplifying everyday grooming routines. With a product portfolio of over 500 SKUs in the Vega brand, this expansion marks a significant step towards offering a wider assortment in the men's category. Vega presents a contemporary solution for head-to-toe DIY styling and grooming needs.
• In 2021, Delhi-based personal care brand Rêvées Clive unveiled an exclusive range of men's hair care and skin care products. Recognizing that men often lack a consistent skincare or hair care regimen, as well as the tendency to skip steps when applying products, Rêvées aims to address these challenges associated with personal care and well-being for men. With the recent launch of organic men's care products in the Indian market, Rêvées seeks to provide effective solutions in the realm of personal care.

Key Market Players

• Beiersdorf AG
• Gillette India Limited
• Procter & Gamble Co.
• L'Oréal SA
• Shiseido Co., Ltd.
• Vi-john Group
• Colgate-Palmolive Company
• Kao Corporation
• Estee Lauder Companies, Inc.
• Emami Limited

Report Scope:

In this report, the India men’s grooming products market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• India Men’s Grooming Products Market, By Type:

o   Fragrance

o   Shaving

o   Skincare

o   Haircare

o   Moustache & Beard Grooming             

• India Men’s Grooming Products Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Drug/Pharmacy Stores

o   Online

o   Others  

• India Men’s Grooming Products Market, By Region:

o   North

o   South

o   East

o   West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the India men’s grooming products market.

Available Customizations:

India Men’s Grooming Products Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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