Personal Care Electrical Appliances Market - Global Outlook & Forecast 2023-2028

The global personal care electrical appliances market size was valued at USD 32.85 billion in 2022 and is expected to reach USD 68.06 billion by 2028, growing at a CAGR of 12.91%. Personal care appliances are used by both genders, male & female, for various purposes, including hair styling, shaving, grooming, facial health, and oral care. Some of the major hair tools are hair styling (dryer, styler, straightener), hair removal (shaver, trimmer, epilator), and hair care (steamer and massager). Customers highly prefer hair dryers, straighteners, massagers, trimmers, oral irrigators, and wax heaters in the personal care electrical appliances market. Therefore, to maintain daily health & hygiene, personal care electrical appliances are highly preferred by consumers in the market. Some of the most important factors fueling the personal care electrical appliances market are the rising number of working women, especially in developing countries, increasing demand for grooming tools, especially among men, and technological advancements in personal care appliances, particularly hair care tools. Moreover, with the rise in disposable income, the personal expenditure of individuals is expected to rise as their spending power increases. Thus, many existing personal care vendors have taken strategic initiatives such as new product development, mergers & acquisitions, and geographical expansion to maintain market growth and development.

North America is the leading region globally in the personal care electrical appliances market. Due to the increasing demand among men for personal grooming and technological innovations in hair care appliances, the demand for personal care electrical appliances is expected to grow during the forecast period. Therefore, major stakeholders are focusing on expanding their opportunities in the region. The rising number of working women in developing countries is expected to boost personal care electrical appliances market growth. Moreover, during the forecast period, the hair segment is expected to be a vital part of personal care electrical appliances in the market.

MARKET TRENDS & OPPORTUNITIES

Rising Number of Working Women In Developing Countries
The demand for personal care electrical appliances has increased as the female workforce population has increased. In a professional lifestyle, an individual’s appearance is important to their role and designation. Thus, with the rise in the female population, the usage of personal care electrical appliances products is also expected to increase in further years. The rising female labor workforce has also augmented the need for personal care products, especially electrical appliances, in the personal care electrical appliances market. Moreover, major beauty & personal care industry players have expanded their product portfolio in the personal care electrical appliances apart from their fast-moving electrical goods. These vendors mainly focus on manufacturing women-based products compared to males, as women are more concerned about their beauty and personality than men. Many existing vendors in these developing countries are expected to increase their presence across other countries to expand the market. For instance, Nova India is a leading fast-moving electrical goods company. The company offers a wide range of women's care electrical appliances, including bikini trimmers, hair styling kits, hair dryers & blow dryers, and hair straighteners.

Rising Demand Among Men For Personal Grooming
Some common personal grooming habits include applying make-up, bathing, hair removal, dressing, skin care, and teeth care. Personal grooming is highly based on an individual’s feelings and perceptions and highly varies among males and females. Moreover, personal grooming plays a major role in self-grooming, mainly due to the social arena and for uplifting an individual’s confidence and self-esteem. There has been a rise in the use of personal care & cosmetic products such as disposable razors, aftershave balm, beard trimmers, beard oil, shampoo & conditioner for beards, nourishing balm, nose hair trimmers, hair clippers, all-in-one shower products, eye cream, hydrating body lotion, and others. Thus, many men are inclined towards their looks related to body health, grooming, and increasing self-confidence. Many men are getting habitual to these habits with the growing use of personal grooming products, which is contributing to the personal care electrical appliances market. Furthermore, many key vendors have initiated raising awareness about wellness and beauty products, especially among men, to build a strong customer base. Rising conversations about the products bring higher resonance among young men, especially millennials and gen Z, who align themselves with branded products.

INDUSTRY RESTRAINTS

Low Penetration Among Low- And Middle-Income Countries
The penetration of personal care electrical appliances products remains low in low-& middle-income countries as compared to the developed nations. The low awareness about electrical appliances in developing markets, the high cost of personal care products, and the lack of awareness about personal care and hygiene are major growth inhibitors for the personal care electrical appliances market. Further, end-users in many countries such as APAC, the Middle East & Africa perceive personal care electrical products as luxurious. Thus, their penetration among households for personal usage of these products remains low in these regions. Moreover, due to a lack of personal hygiene awareness, low-and middle-income populations are less aware of other personal care, cosmetics, beauty, and hygiene products. People are unaware of the benefits of using a facial steamer, hair straightener, or hair dryer. Thus, unawareness of these products leads to a lack of adoption of personal care electrical appliances.

SEGMENTATION INSIGHTS

INSIGHTS BY PRODUCT
The global personal care electrical appliances market by product has been broadly classified into hair, oral care, facial care, and others. The significantly increasing technological advancement in hair care appliances dominated the hair segment, with a nearly 60% market share in 2022. Growing urbanization and improving ruralization have increased the demand for personal care electrical appliances, especially hair tools. Moreover, this type of tool is highly preferred among young populations, especially millennials & gen Z; thus, the demand for these tools is high among young adults. Many key beauty players have expanded their product portfolio in the personal care electrical appliances portfolio. For instance, VEGA is a well-known vendor for manufacturing personal care appliances, beauty care accessories, men's grooming, and others.

INSIGHT BY POWERED SUPPLY
The global personal care electrical appliances market by powered supply is classified into electric-powered and battery-operated. The electric-powered segment held the larger personal care electrical appliances market share in 2022. Some of the personal care electrical appliances that are electrically powered mainly include men’s grooming products, hair tools, face tools, and a few oral tools. The rise in technological innovations in personal care products and increasing demand for personal care electrical appliances, especially among men, are some of the market's major trends. A few top vendors have expanded their product portfolio and initiated by introducing new forms of electric-powered personal care products in the industry. For instance, HTC, a well-known electronic manufacturing firm, has initiated its brand HTC Personal Care built by Yongkang Xinji Hairdressing Appliance Factory, to manufacture and produce electric-powered personal care electrical products in the market. These products include HTC Men Electric Shaver, HTC Hair Dryer, HTC Hair Straightener, and HTC Lady Shaver.

INSIGHT BY GENDER
The female segment held the most substantial global personal care electrical appliances market share in 2022, accounting for more than half of the industry share. The female segment is expected to grow faster than the male segment in the market as women prefer to use hair tools, especially hair dryers, hair straighteners, and others, for their daily routine. Moreover, the rising working women population, especially in developed countries, is also expected to boost the demand for personal care electrical appliances. 

INSIGHT BY DISTRIBUTION CHANNEL
The offline distribution channel dominated the global personal care electrical appliances market in 2022. Serval stores are usually located in the center parts of several localities and attract a huge customer base. Consumers in different countries intend to go for B2B stores. Therefore, major sales of personal care electrical appliances products happen via B2B supermarkets and hypermarkets. The offline channel also witnesses high sales directly to end-users by distributors. Distribution via retail stores is a substantial revenue-generating opportunity for several vendors in the personal care electrical appliances market. Retail stores, in general, are a powerful market-capturing platform for several vendors in the industry. It becomes equally important for vendors to pitch and promote their products so that they can earn brand loyalty from consumers.

GEOGRAPHICAL ANALYSIS

North America dominated the global personal care electrical appliances market, accounting for a significant revenue share in 2022. High disposable income, strong awareness about self-care and hygiene, and the culture of smaller and nuclear households are the major elements that have led to such huge demand in the region. Apart from that, deep penetration of some largest distribution channels such as supermarkets and hypermarkets and significant internet and online shopping access has made the market growth easy. The U.S. and Canada are the major countries driving the demand in the North American personal care electrical appliances market and are expected to keep leading the forecast period.

APAC's personal care electrical appliances market is expected to grow at a CAGR of more than 13% during the forecast period. Emerging countries such as China and India provide strong market growth opportunities. Moreover, increasing affordability of consumers, rising awareness, and significant lifestyle shift are expected to fuel the demand for personal care electrical appliances. China, Australia, and India lead the region in the personal care electrical appliances market. Other major countries driving demand for personal care electrical appliances in APAC are Japan and South Korea.

COMPETITIVE LANDSCAPE

The global personal care electrical appliances market is highly fragmented, with several top vendors operating. However, the market is witnessing consolidation, albeit at a slow pace. The key personal care electrical appliances market players include Colgate-Palmolive Company, Procter & Gamble (P&G), Lion Corporation, Havells India, Helen of Troy, Spectrum Brands, Shiseido Company, Groupe SEB, Panasonic Group, and Koninklijke Philips. Further, over the past couple of years, the industry has witnessed the entry of many external players with new product innovation, quality, price, service, and technology to drive up their share in the market. Mergers and acquisitions are common within the industry as players look to expand and become more comprehensive in their offerings. This trend is witnessed among vendors in a landscape where new business models and focus on developing the portfolio of their establishments are expected to drive growth. The focus is heavily shifting toward rising demand among men for personal grooming and technological innovation in hair care appliances.

International players are expected to expand their presence in the global personal care electrical appliances market during the forecast period, especially in the fast-developing APAC and Latin American countries, to gain industry share. In addition, the improving global economic conditions would fuel the industry’s growth, making it an attractive time to launch new units. An intensely competitive environment is expected during the forecast period among the leading vendors because of the immensely rising e-commerce and m-commerce industry.