Some of the major driving factors include rising image consciousness, influential advertisements, improving living standards, surging incomes and premiumization of products.
IMARC Group’s latest report, titled “Male Toiletries Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2017-2022”, finds that the global male toiletries market reached a value of around US$ 24 Million in 2016. A surge in the trend of personal grooming and rising concerns about physical appearance among men have boosted the demand for male toiletry products. In line with this, most international brands have introduced male variants of their personal care and grooming products, such as deodorants, sunscreens, moisturizers, etc. A number of start-ups offering male grooming services and products have also emerged in the recent years.

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Highlights of the global male toiletries market:
- Rising consciousness about physical appearance and product endorsements by celebrities have majorly contributed to the market growth.
- On the basis of distribution channels, supermarkets/hypermarkets account for the majority of the sales.
- Europe represents the largest market, holding the majority of the global share.

Aggressive marketing by the manufacturers is the major factor resulting in the expansion of the male toiletries market worldwide. Increasing portrayal of influential men endorsing the products has resulted in rising consciousness among the consumers regarding their physical appearances. This has led to a surge in the demand for male toiletries, mainly in the developed regions. Further, the prevalence of online retail has offered the consumers an option to buy the products at their convenience, thereby contributing to the growth of the market. Apart from this, targeted advertising is facilitating the expansion of the market in the emerging regions. Some of the other drivers include inflating incomes, rising standard of living, product premiumisation and expanding distribution networks. According to the report, the market is further expected to reach a value of more than US$ 29 Million by 2022, exhibiting a CAGR of around 3.5% during 2017-2022.

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The male toiletries market has been segregated on the basis of products. Currently, deodorants represent the most popular product type followed by hair care, skin care, and bath products. On the basis of type, the market has been segmented as mass and premium products. Based on distribution channels, supermarkets/hypermarkets hold the majority of the sales, followed by pharmacies, departmental stores, speciality stores and others. On the basis of region, Europe represents the leading market. The other major markets include Asia-Pacific, North America, Latin America, and Middle East and Africa. An analysis of the competitive landscape finds that the key players operating in the market are L’Oréal, Procter & Gamble (P&G), Beiersdorf, Shiseido and Unilever.
The report has examined the global male toiletries market on the basis of:
Type:
- Mass Product
- Premium Product

Product:
- Deodorants
- Hair care product
- Skin care product
- Bath products

Region:
- Europe
- Asia-Pacific
- North America
- Latin America
- The Middle East and Africa

Major Manufacturers:
- Beiersdorf
- L’Oréal
- Procter & Gamble (P&G)
- Shiseido
- Unilever
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