Male Toiletries Market Opportunities, Trends, Growth Analysis and Forecast to 2028

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The global male toiletries sector was valued at $17.9 billion in 2023 and is forecast to record a CAGR of 3.2% during 2023–28, reaching $21 billion in 2028. In volume terms, the sector is forecast to grow from 4.6 billion units in 2023 to 5.1 billion units in 2028. The Americas represented the largest region for the global male toiletries sector in 2023, with a value share of 44.5%, followed by Western Europe with 28.9%. In 2023, men’s disposable razors & blades was the largest category in both value and volume terms globally, with shares of 63.8% and 75.7%, respectively. The male toiletries sector in Asia-Pacific is set to record the fastest value CAGR at 4.8% over the forecast period.

Provides an overview of current male toiletries scenario regarding the future outlook in terms of ingredients, product claims, labeling, distribution, and packaging. The analysis also covers regional overview across five regions – Asia-Pacific, Middle East and Africa, Americas, Western Europe, and Eastern Europe — highlighting industry size, growth drivers, latest developments, and future inhibitors for the regions.

Scope

This report brings together multiple data sources to provide a comprehensive overview of the global male toiletries sector, analyzing data from 108 countries. It includes analysis on the following –

Sector overview: Provides an overview of the current sector scenarios in terms of ingredients, manufacturer claims, labeling, and packaging. The analysis also provides a regional overview across five regions-Asia-Pacific, Middle East and Africa (MEA), the Americas, Western Europe, and Eastern Europe—highlighting sector size, growth drivers, the latest developments, and future challenges for each region. This data includes both on-trade and off-trade data.

Change in consumption: Provides an overview of consumption changes in the overall cosmetics and toiletries (C&T) industry, including male toiletries products, over 2018–28 at global and regional levels.

High-potential countries: Provides risk–reward analysis of the top high-potential countries in each region based on market assessment, economic development, governance indicators, sociodemographic factors, and technological infrastructure.

Country and regional analysis: Provides a deep-dive analysis of 10 high-potential countries covering value growth during 2023–28, key challenges, consumer demographics, and key trends. It also includes regional analysis covering the future outlook for each region.

Competitive environment and brand shares: Provides an overview of the leading companies and brands at global and regional levels. Market shares of brands and private labels in each region are also detailed.

Key distribution channels: Provides an analysis of the leading distribution channels in the global male toiletries sector in 2023. It covers “dollar stores”, variety stores and general merchandise retailers, cash & carries and warehouse clubs, chemists/pharmacies, convenience stores, department stores, direct sellers, e-retailers, health & beauty stores, hypermarkets & supermarkets, parapharmacies/drugstores, and others.

Packaging analysis*: The report provides percentage share (in 2023) and growth analysis (during 2023–28) for various pack materials, pack types, closures, and primary outer types based on volume sales of male toiletries products.

Key Highlights

With growing health and wellness among consumers, there has been an increase in demand for natural and plant-based ingredients in male toiletries products. Consumers are looking for toxin-free ingredients and are avoiding harmful chemicals such as parabens, Sodium laureth sulfate, and sulfates. As a result, manufacturers are formulating male toiletries products using naturally sourced and safe ingredients. The male toiletreis industry is highly regulated in terms of labeling, while manufacturers are expected to produce clean-label items with good-quality ingredient formulations. Consumers are increasingly opting for products that provide clear information. Therefore, brands are focusing on strengthening their communication on pack labels, to increase safety in product usage.

Reasons to Buy

Manufacturers and retailers seek latest information on how the market is evolving to formulate their sales and marketing strategies. There is also demand for authentic market data with a high level of detail. This report has been created to provide its readers with up-to-date information and analysis to uncover emerging opportunities of growth within the sector in the region

The report provides a detailed analysis of the countries in the region, covering the key challenges, competitive landscape and demographic analysis, that can help companies gain insight into the country specific nuances

The analysts have also placed a significant emphasis on the key trends that drive consumer choice and the future opportunities that can be explored in the region, than can help companies in revenue expansion

To gain competitive intelligence about leading brands in the sector in the region with information about their market share and growth rates

Procter & Gamble
Edgewell Personal Care
Beiersdorf
Société Bic
Unilever

Table of Contents

Executive Summary

Sector Overview

Current Scenario and Future Outlook

Global Male Toiletries Sector Overview – What Are the Growth Factors, Latest Developments, and Future Inhibitors?

Regional Male Toiletries Overview – What Are the Growth Factors, Latest Developments, and Future Inhibitors?

Key Challenges in the Global Male Toiletries Sector

Shift in C&T Value Share Patterns

Change in Value Consumption Levels in the Overall C&T Industry, 2023–28

Reasons for Shift in Consumption Patterns

Identifying High-Potential Countries by Region

Analysis of 10 Countries on the Basis of Risk–Reward Analysis

(Market Assessment, Economic Development, Sociodemographic Factors, Governance Indicators, and Technological Infrastructure)

Country Deep Dive

High-Potential Country Analysis

Future Outlook

Competitive Environment

Leading Companies by Value – Global

Leading Companies and Brands Share Analysis – Global

Leading Companies and Brands Share Analysis by Region

Competitive Landscape – Market Analysis

Market Share of Private Labels

Private Labels’ Share Analysis by Region

Private Labels’ Share Analysis by Category

Key Distribution Channels

Share of Key Distribution Channels – Global and Regional Level

Key Packaging Formats

Growth Analysis by Key Pack Material and Pack Type

Growth Analysis by Closure Type and Primary Outer Type

Select Industry Metrics

Global Patent Filings

Global Job Analytics

Global Deals

Appendix

Definitions

About GlobalData

Table

Change in value share levels in the overall C&T industry, 2023–28

Change in consumption levels – Asia-Pacific, 2018–28

Change in consumption levels – MEA, 2018–28

Change in consumption levels – The Americas, 2018–28

Change in consumption levels – Western Europe, 2018–28

Change in consumption levels – Eastern Europe, 2018–28

Identifying high-potential countries, risk–reward analysis – Asia-Pacific

Identifying high-potential countries, risk–reward analysis – MEA

Identifying high-potential countries, risk–reward analysis – The Americas

Identifying high-potential countries, risk–reward analysis – Western Europe

Identifying high-potential countries, risk–reward analysis – Eastern Europe

Australia: Volume share analysis of top eight cities by category (%), 2023

Japan: Volume share analysis of top 10 cities by category (%), 2023

Mexico: Volume share analysis of top 10 cities by category (%), 2023

Peru: Volume share analysis of top nine cities by category (%), 2023

UK: Volume share analysis of top 10 cities by category (%), 2023

Austria: Volume share analysis of top five cities by category (%), 2023

Romania: Volume share analysis of top eight cities by category (%), 2023

Hungary: Volume share analysis of top five cities by category (%), 2023

Top five companies’ shares by brand (in value terms) in global male toiletries sector, 2023

Top five companies’ shares by brand (in value terms) in Asia-Pacific male toiletries sector, 2023

Top five companies’ shares by brand (in value terms) in MEA male toiletries sector, 2023

Top five companies’ shares by brand (in value terms) in the Americas male toiletries sector, 2023

Top five companies’ shares by brand (in value terms) in Western European male toiletries sector, 2023

Top five companies’ shares by brand (in value terms) in Eastern European male toiletries sector, 2023

Key brands – aftershaves & colognes, 2023

Key brands – men’s disposable razors & blades, 2023

Key brands – post-shave cosmetics – men’s, 2023

Key brands – pre-shave cosmetics – men’s, 2023

Private label’s value and share by region, 2018–23

Private label’s value and share by category, 2023

Leading distribution channels by region (% share by value), 2023

Figures

Key categories by value and volume, 2023–28 – Global

Key categories by value and volume, 2023–28 – Asia-Pacific

Key categories by value and volume, 2023–28 – MEA

Key categories by value and volume, 2023–28 – The Americas

Key categories by value and volume, 2023–28 – Western Europe

Key categories by value and volume, 2023–28 – Eastern Europe

Australia: Category share

Australia: Consumption by age group

Australia: Consumption by education

Australia: Consumption by degree of urbanization

Australia: Volume share analysis of top eight cities (%), 2018–23

Vietnam: Category share

Japan: Category share

Japan: Consumption by age group

Japan: Consumption by education

Japan: Consumption by degree of urbanization

Japan: Volume share analysis of top 10 cities (%), 2018–23

Mexico: Category share

Mexico: Consumption by age group

Mexico: Consumption by education

Mexico: Consumption by degree of urbanization

Mexico: Volume share analysis of top 10 cities (%), 2018–23

Peru: Category share

Peru: Consumption by age group

Peru: Consumption by education

Peru: Consumption by degree of urbanization

Peru: Volume share analysis of top nine cities (%), 2018–23

UK: Category share

UK: Consumption by age group

UK: Consumption by education

UK: Consumption by degree of urbanization

UK: Volume share analysis of top 10 cities (%), 2018–23

Austria: Category share

Austria: Consumption by age group

Austria: Consumption by education

Austria: Consumption by degree of urbanization

Austria: Volume share analysis of top five cities (%), 2018–23

Romania: Category share

Romania: Consumption by age group

Romania: Consumption by education

Romania: Consumption by degree of urbanization

Romania: Volume share analysis of top eight cities (%), 2018–23

Hungary: Category share

Hungary: Consumption by age group

Hungary: Consumption by education

Hungary: Consumption by degree of urbanization

Hungary: Volume share analysis of top five cities (%), 2018–23

Morocco: Category share

Morocco: Consumption by age group

Leading companies in the global male toiletries sector (% share by value), 2023

Key pack material volume share (%), 2023

Annual volume growth by pack material (%), 2018–28

Key pack type volume share (%), 2023

Annual volume growth by pack type (%), 2018–28

Key closure type volume share (%), 2023

Annual volume growth by closure type (%), 2018–28

Key primary outer type volume share (%), 2023

Annual volume growth by primary outer type (%), 2018–28

Global C&T industry patent filings, 2023

C&T industry patent filings by leading companies, 2023

Total C&T industry patent filings for key markets, 2023

Total job postings in C&T industry by company, 2023

Job postings in C&T industry by theme, 2023

Deals in C&T industry by geography, 2023

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