Global Personal Care Electrical Appliances Market - Outlook and Forecast 2023−2028
The global market for personal care electrical appliances reached a value of USD 32.85 billion in 2022 and is projected to reach USD 68.06 billion by 2028, with a compound annual growth rate (CAGR) of 12.91%. Personal care appliances, which are used by both men and women, serve various purposes such as hair styling, shaving, grooming, facial health, and oral care. Key products in this market include hair styling tools (dryers, stylers, straighteners), hair removal tools (shavers, trimmers, epilators), and hair care tools (steamers and massagers). Hair dryers, straighteners, massagers, trimmers, oral irrigators, and wax heaters are particularly favored by customers in this market due to their daily health and hygiene benefits.
Several factors are driving the growth of the personal care electrical appliances market. The increasing number of working women, especially in developing countries, is a significant factor. There is also a growing demand for grooming tools among men. Furthermore, technological advancements in personal care appliances, especially in hair care tools, contribute to market growth. Additionally, rising disposable incomes lead to increased personal expenditure, further boosting the demand for these products. To sustain market growth and development, many personal care vendors have implemented strategic initiatives such as new product development, mergers and acquisitions, and geographical expansion.
USD 32.9 billion in 2021
Product, Powered Supply, Gender, Distribution Channel, Region
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North America leads the global personal care electrical appliances market, driven by the increasing demand for personal grooming among men and innovations in hair care appliances. Major stakeholders are focused on expanding their presence in this region. The rising number of working women in developing countries also contributes to market growth. Hair care products are expected to play a crucial role in the personal care electrical appliances market during the forecast period.
The demand for personal care electrical appliances is closely tied to the increase in the female workforce population. In professional settings, appearance plays a significant role in one’s role and designation. Therefore, as the female population continues to rise, the usage of personal care electrical appliances is expected to increase as well. The expanding female labor force has also created a greater need for personal care products, specifically electrical appliances. Beauty and personal care industry players have expanded their product offerings in this space, focusing on women’s products due to their higher concern for beauty and personal appearance compared to men. Many vendors in developing countries are expected to expand their presence in other markets. For example, Nova India, a leading fast-moving electrical goods company, offers a wide range of women’s care electrical appliances.
Personal grooming habits encompass activities such as applying make-up, bathing, hair removal, dressing, skincare, and teeth care. Personal grooming varies between males and females and is influenced by individual feelings and perceptions. Self-grooming plays a major role in enhancing an individual’s confidence and self-esteem, particularly in social settings. The use of personal care and cosmetic products has increased, including items like disposable razors, aftershave balm, beard trimmers, beard oil, shampoo and conditioner for beards, nourishing balm, nose hair trimmers, hair clippers, all-in-one shower products, eye cream, hydrating body lotion, and more. Men increasingly prioritize body health, grooming, and self-confidence, leading to greater adoption of personal care electrical appliances. Key vendors have taken steps to raise awareness among men about wellness and beauty products, resonating particularly with millennials and Gen Z consumers who prefer branded products.
The penetration of personal care electrical appliances remains relatively low in low- and middle-income countries compared to developed nations. Factors hindering market growth in these regions include low awareness about electrical appliances, high product costs, and a lack of awareness about personal care and hygiene. In certain regions like APAC (Asia-Pacific) and the Middle East & Africa, personal care electrical products are perceived as luxury items, resulting in lower household adoption rates. Additionally, due to limited personal hygiene awareness, low- and middle-income populations are less familiar with other personal care, beauty, and hygiene products. The benefits of using facial steamers, hair straighteners, and hair dryers are often not well understood, leading to a lack of adoption of personal care electrical appliances.
The market is segmented based on various factors, including product, powered supply, gender, distribution channel, and region.
Segmentation by Product
Hair – Hair Styling, Hair Removal, and Hair Care
Oral Care – Toothbrush and Oral Irrigator
Segmentation by Powered Supply
Segmentation by Gender
Segmentation by Distribution Channel
Segmentation by Region
North America – United States and Canada
Europe – United Kingdom, Germany, France, Spain, and Italy
Asia-Pacific – China, Japan, India, South Korea, and Australia
Latin America – Brazil, Mexico, and Rest of Latin America
Middle East and Africa – Saudi Arabia, UAE, and South Africa
The global personal care electrical appliances market is classified into different product categories, including hair, oral care, facial care, and others. Hair care appliances, driven by significant technological advancements, dominate the market with a market share of nearly 60% in 2022. The demand for personal care electrical appliances, especially hair tools, has been increasing due to urbanization, rural development, and the preference of young populations, particularly millennials and Gen Z. Key players in the beauty industry, such as VEGA, have expanded their product offerings in this market segment.
In terms of power supply, the market is categorized into electric-powered and battery-operated appliances. Electric-powered appliances held a larger market share in 2022. This category includes men’s grooming products, hair tools, face tools, and some oral care tools. Technological innovations and the growing demand for personal care electrical appliances, especially among men, are driving market trends. Several top vendors have introduced new electric-powered personal care products. For example, HTC has launched its brand HTC Personal Care, offering electric-powered shavers, hair dryers, hair straighteners, and lady shavers.
In 2022, the female segment accounted for more than half of the global personal care electrical appliances market share and is expected to grow faster than the male segment. Women prefer using hair tools like hair dryers and hair straighteners in their daily routines. The increasing number of working women, particularly in developed countries, also contributes to the demand for personal care electrical appliances.
Offline distribution channels dominated the market in 2022. Physical stores, located in central areas, attract a large customer base and serve as key sales channels. B2B supermarkets and hypermarkets are major contributors to sales, while distributors also sell directly to end-users. Retail stores provide significant revenue opportunities for vendors, who must promote their products to build brand loyalty.
North America leads the global market, driven by high disposable income, strong self-care and hygiene awareness, and the prevalence of smaller households. The availability of large distribution channels, such as supermarkets and hypermarkets, as well as easy access to the internet and online shopping, contribute to market growth. The United States and Canada are the primary contributors to the North American market.
The personal care electrical appliances market in the Asia-Pacific (APAC) region is expected to grow at a CAGR of over 13% during the forecast period. Emerging countries like China and India offer significant growth opportunities due to increasing consumer affordability, rising awareness, and lifestyle changes. China, Australia, and India are leading the market in this region, with Japan and South Korea also driving demand for personal care electrical appliances.
The global market for personal care electrical appliances is characterized by a high level of fragmentation, with numerous local and international players vying for market share. Some of the leading vendors in this market include Havells India, Helen of Troy, Shiseido Company, Koninklijke Philips, and others. Competition among these players is fierce, driven by the rapidly changing technological landscape and customer expectations for constant innovation and product upgrades. In order to establish a strong market presence, vendors are compelled to refine their unique value propositions.
Market concentration is higher in developed countries like the United States and Western European nations. However, developing economies such as China and India offer promising growth opportunities due to the entry of international brands and increasing consumer awareness about personal care. Competition among vendors is based on factors like product offerings, variety, and pricing. To drive growth, vendors are adopting new business models and focusing on expanding their product portfolios. There is also a growing emphasis on using high-quality raw materials in the manufacturing of personal care electrical appliances.
During the forecast period, it is expected that international players will further expand their presence in the global market, particularly in rapidly developing regions like APAC and Latin America. The improving global economic conditions also contribute to the industry’s growth, making it an opportune time for launching new products and ventures. As the e-commerce and m-commerce industries continue to grow, competition among the leading vendors is expected to intensify.
Key Companies Profiled in this report include Colgate-Palmolive Company, Procter & Gamble (P&G), Lion Corporation, Havells India, Helen of Troy, Spectrum Brands, Shiseido Company, Groupe SEB, Panasonic Group, Koninklijke Philips, Nobby by TESCOM, VEGA, Wahl Clipper Corporation, ANDIS COMPANY, Flyco, POVOS, Yongkang Xinji Hairdressing (HTC Personal Care), CONAIR, Dyson, Bio Ionic, Elchim, Farouk Systems, John Paul Mitchell Systems, Syska, Brüush, Nova India.
Key Questions Answered
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