Men's HBC Market Research Reports & Industry Analysis
Bath Products
Men’s bath products include bar soap, liquid soap, bath gel, bath salts, and body wash. The most widely used products are the soaps, though body washes have gained prominence. Men also account for a small degree of consumption of traditionally less masculine bath items such as bath oils and other additives, bubble bath, guest soaps, etc.
Deodorant
Men’s deodorant includes both simple deodorants, which neutralize or mask the odor of underarm perspiration (i.e., sweat); and antiperspirants, which actually cause pores to close.
Haircare
Of all the haircare products used by men (including shampoos, conditioners, haircolor, etc.), styling products are the likeliest to be male specific; yet this depends on cultural considerations, as well as on individual brand positionings. Styling products are any preparations that hold or sculpt men’s hair, among them creams, foams, gels, liquids, mousse, oils, pastes, pomades, sprays (aerosols or pumps), and waxes.
Shaving Products
Male-specific brands of shave cream and razors and after-shave lotion might be the first examples that come to mind when one thinks of men’s grooming products. Yet many men opt for natural/organic or prestige versions of shave cream and after-shave that often happen to be unisex. Increasingly, however, marketers in the natural/organic and prestige spheres are extending their brands with male-specific collections.
Skincare Products
The men’s skincare products category encompasses acne-fighting preparations, anti-aging serums, astringents, exfoliants, eye creams, facial cleansers, foot scrubs, hand and body lotions, masques, moisturizers, night creams, soothing balms, suncare products, self-tanning products, toners, and so on. The available assortment of male-specific versions of these products is steadily expanding.
Men's HBC Industry Research & Market Reports
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Men's Grooming in the United Arab Emirates
... also the fastest growing category. Men’s deodorants is also an important category. In the United Arab Emirates, a distinctive trend amongst male consumers is their inclination towards gender-specific deodorants, which they utilise not only under ... Read More
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Men's Grooming in Portugal
... more men embrace facial hair, traditional shaving routines are being replaced by beard maintenance and styling solutions. Euromonitor International's Men's Grooming in Portugal report offers a comprehensive guide to the size and shape of the ... Read More
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Global Shaving Lotions and Creams Market 2025-2029
... the shaving lotions and creams market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors. The report offers an up-to-date analysis regarding ... Read More
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Men's Grooming in Latvia
... as part of broader self-care, and that was reflected in subtle changes in messaging, with less about shaving and more about daily confidence and upkeep. Euromonitor International's Men's Grooming in Latvia report offers a comprehensive ... Read More
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Men's Grooming in Estonia
... staples, like shaving products and face washes. Younger men are beginning to pay more attention to skin care and fragrances, moving beyond just functionality and signalling a gradual shift in grooming habits. Euromonitor International's Men's ... Read More
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Men's Grooming in Lithuania
... with a preference for strong scents, large packaging and a single format. Men's fragrances was the largest category in retail value sales terms at the end of the review period, with a preference for premium ... Read More
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Men's Grooming in Norway
... outside of shaving and fragrances. Many Norwegian men continue to favour general-purpose or unisex alternatives, especially for everyday categories such as hair care, deodorants, and bath and shower. Products intended specifically for men are often ... Read More
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Men's Grooming in Indonesia
... by evolving societal norms, greater exposure to grooming trends through social media, and increased awareness of health and hygiene. As men become more conscious of their image, they are investing in products that cater to ... Read More
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Men's Grooming in Egypt
... factors affecting both imported and domestically produced goods. The considerable devaluation of the local currency in March resulted in a sharp rise in the cost of imported raw materials. Furthermore, multiple fuel price increases escalated ... Read More
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Men's Grooming in Ukraine
... stronger in regions with a higher concentration of military personnel. Euromonitor International's Men's Grooming in Ukraine report offers a comprehensive guide to the size and shape of the market at a national level. It provides ... Read More
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Men's Grooming in Uruguay
... government initiated a reform of its exchange-rate policy that diminished the price differential for men’s grooming between the two countries. Demand was further boosted by rising household disposable income and easing inflationary pressure. Increased local ... Read More
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Men's Grooming in Pakistan
... strong traction among urban and semi-urban consumers, reflecting evolving perceptions of male grooming as an essential part of self-care rather than a luxury. The increased visibility of local and international influencers, actors, and athletes promoting ... Read More
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Men's Grooming in the Philippines
... more physical activity and increased mobility. Men are taking part in sports and fitness activities on a more regular basis. This not only led to men taking showers more frequently thus boosting sales of men’s ... Read More
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Men's Grooming in Malaysia
... grooming products and routines and the offer of specialised products. As a result, the categories of men’s grooming in Malaysia registered strong-to-dynamic retail volume and current value growth in 2024. Euromonitor International's Men's Grooming in ... Read More
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Men's Grooming in Thailand
... in Thailand is also leading to increased spending on grooming products. Brands are investing in more sophisticated and advanced formulas targeting men, with skin care, hair care and colour cosmetics expanding in terms of male-focused ... Read More
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Men's Grooming in Switzerland
... beauty and personal care categories, such as price increases resulting from the rising costs of raw materials, packaging, energy, production and logistics. Euromonitor International's Men's Grooming in Switzerland report offers a comprehensive guide to the ... Read More
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Beauty and Personal Care in Sri Lanka
... with Sri Lanka continuing to experience elevated inflation. As well as economic considerations, the market in Sri Lanka is also being shaped by a combination of changing consumer preferences and growing awareness of personal health ... Read More
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Men's Grooming in Ireland
... care, beard care, and premium fragrances, with many men trading up to products offering added skin benefits or modern packaging. The continued blurring of gendered marketing also allowed brands to expand their appeal across a ... Read More
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Men's Grooming in Turkey
... wellness routines. These practices are increasingly viewed as preventative measures for maintaining health and wellbeing, rather than solely for aesthetic or appearance purposes. This shift has fostered a wider acceptance of men's grooming, leading male ... Read More
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Men's Grooming in Greece
... and personal care. However, the momentum that had previously been driven by targeted innovation and marketing of men-specific toiletries appeared to decline during 2024. As such, growth was largely underpinned by broader dynamics within beauty ... Read More
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Men's Grooming in Romania
... New product launches in both the premium and mass segments have attracted new consumers. Men’s grooming is still very much developing in Romania, as traditionally men use only essential personal care products. Younger generations, like ... Read More
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Men's Grooming in Canada
... popularity of barbershop experiences, such as those offered by the Tommy Gun’s barbershop chain, which expanded its footprint during the year to meet demand for curated grooming services. The ongoing popularity of beards continues to ... Read More
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Men's Grooming in Saudi Arabia
... and a strong consumer preference for high-quality scents. Fragrance plays a vital role in daily grooming and social identity, with many men investing in premium options that reflect status, personality, and tradition. Demand for premium ... Read More
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Beauty and Personal Care in Ethiopia
... rising awareness and consumer interest, inflationary pressures, and exchange rate liberalisation. Social media continued to play an instrumental role in shaping product awareness and driving trends across categories, with influencers providing skin, hair, and fragrance ... Read More
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Men's Grooming in Georgia
... market now offers a wide variety of specialised products tailored for men, ranging from skin care and hair care to fragrances, which has further stimulated category growth. Euromonitor International's Men's Grooming in Georgia report offers ... Read More
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