Hygiene, in a broader manner, has shed its general layer grabbing a more holistic domain covering personal cleanliness, oral care, skin care, and hair care, to name a few. This is supplemented by the fact that men have been giving equal attention to self grooming, like their female counterparts. Maintaining a presentable and an attractive image being a major aesthetic driver, the global market for men personal care products is likely to witness modest growth in the coming years. Moreover, changes in perceptions continue to fuel the demand and sales of personal care products among men, in turn taking the men personal care products market to a higher level.

Transformation in masculinity – no longer focusing only on muscle and toughness
Since the past few decades, gender roles have witnessed a paradigm shift, with notions of generations regarding hygiene and personal care transforming alarmingly. Not confined to mere toughness or muscle, masculinity has undergone a huge transformation circling around personal hygiene, aesthetics and personal care. This factor continues to influence men in using personal care products, consequently resulting in increasing sales of men personal care products worldwide. In the current era of increasing pollution level and environmental changes, personal hygiene and care becomes imperative, which is expected to drive the demand for men personal care products. With paradigm shifts in cultural norms, increasing willingness of men to invest in personal care products, particularly among the millennial men population, the long-run is expected to witness a greater number of the male population using personal care products.

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COVID 19 – Impact or Influence?
COVID-19 has leveraged the use of men personal care products, in a bid to maintain a safe, clean and sterile scenario. Basic practices are given even more attention in wake of containing the spread of pathogens. Awareness among individuals has also fuelled the use of hygiene products and men personal care products is no exception. Against this backdrop, demand for men personal care products such as shaving creams, sanitizers, and skin creams is expected to increase, albeit a shortfall in the demand and supply scenario. The pandemic, though presenting potential avenues for the growth of the men personal care products market globally, has created challenges for manufacturing plants with their operating capacities being significantly reduced. However, with easing lockdown restrictions across various countries, manufacturing plants are expected to revert back, though at a slow pace, to their original capacities to bridge the gap between demand and supply.

Pervasiveness of e-commerce to influence sales of men personal care products
Significant growth in e-commerce has translated into a momentous opportunistic market for various players. Manufacturers involved in the men personal care products market are focusing on e-commerce platforms to carry out distribution of their products. The pervasiveness of e-commerce or online channels continues to influence the sales of men personal care products, consequently aiding their market’s growth. Convenience, cost effectiveness and favourable purchase options provided by online sales channels such as Amazon and EBay are changing the sale scenario of various commodities including men personal care products. Sales of men personal care products through offline channels, such as hypermarkets/supermarkets are estimated to witness stable growth, although expected to account for a relatively higher share in the global market.
Other key aspects

Growing emphasis on digital marketing has influenced the growth of the men personal care products worldwide, on the back of a huge online consumer pool. Asian countries are likely to emerge as major revenue pockets in the men personal care products space. This can be attributed toward a significant change in the GDP per capita coupled with growing population. The demand and sales of men personal care products across developed countries such as the US, Canada, Germany, Spain, Italy, Spain and France are expected to showcase considerable growth in the forthcoming years, albeit at a relatively slower pace than the Asia Pacific.

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Key players in the men personal care products market have been focusing on effective marketing strategies such as celebrity endorsements and awareness campaigns. Growing demand for male celebrities in endorsing self care products has influenced the adoption of personal care products among men. Moreover, various salons and male grooming clubs are driving sales of men personal care products on the global front. Players such as Proctor and Gamble, L’Oreal and Unilever are focusing on new product launches using celebrity endorsements. For instance, L’Oreal signed Pierce Brosnan for its men personal care products. This aspect is expected to increase the penetration and enhance the positioning of men personal care products. Thus, while ephemeral prognostications might stunt growth, the overall scenario of men personal care products market is projected to remain positive in the years to follow.

KEY QUESTIONS ANSWERED IN THE REPORT
● What is the market size and growth rate of the global and regional markets by various segments?
● What is the market size and growth rate of the market for selective countries?
● Which region or sub-segment is expected to drive the market during the forecast period?
● What factors are anticipated to impact demand and supply trends in the market during the forecast period?
● What factors are likely to drive market revenue growth during the forecast period?
● What are the key technology and other trends shaping the market?
● What are the key opportunities in the market?
● What are some of the strategies implemented by key companies operating in the market?
● What is the COVID-19 impact on the market?

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