The New Zealand men’s grooming products market is expected to expand by USD 13.6 million between 2025 and 2030, reflecting a modest compound annual growth rate of 2.5%. While the category has been temporarily restrained by inflationary pressures and elevated living costs, easing price pressures and a gradual recovery in consumer spending power are likely to support steady value gains over the medium term. Promotional activity, particularly in supermarkets, has played a stabilizing role during periods of economic strain, as discounts and multipack offers appeal to cost-sensitive shoppers and help preserve sales momentum.
Beyond economic considerations, shifting social attitudes are reshaping category dynamics. Traditional notions of masculinity centered on physical strength and reliability are giving way to a broader understanding of confidence, where grooming and personal care play an integral role. This cultural shift has opened the door for greater experimentation among men, with consumers increasingly comfortable incorporating a wider variety of products into their routines, challenging long-standing stigmas around self-care.
Health awareness is also exerting a growing influence on product demand. Men are paying closer attention to the links between grooming practices, skin health, and overall well-being, driving interest in products with specific functions such as reducing irritation or protecting against environmental stressors. This preference for efficacy dovetails with rising expectations around ingredient quality, pushing brands to differentiate through formulations featuring premium or functional components.
As a result, innovation in men’s grooming is becoming increasingly ingredient-led, with new launches highlighting natural extracts, dermatologically tested formulas, and multifunctional benefits. These developments suggest that while growth rates remain moderate, the category’s expansion will be underpinned by a deeper shift in consumer priorities, blending affordability with a desire for products that reinforce health, confidence, and modern expressions of masculinity.
Focused on delivering actionable insights, this report explores the New Zealand men’s grooming products market, analyzing historical performance from 2020 to 2024 and providing forecasts up to 2030. It assesses market size, growth dynamics, and segment-specific trends, highlighting the factors driving change in the industry. By breaking down the market into product type, pricing and distribution channel, the report equips decision-makers with a clear understanding of the competitive landscape and growth potential.
Market Segmentation
The following outlines the segmentation of the New Zealand men’s grooming products market:
Product type: shaving products (pre-shave and post-shave products), razors and blades, bath and shower products, deodorants, hair care products, skin care products, men’s fragrances
Pricing: premium, mass
Distribution channel: beauty and personal care stores, department stores, direct selling, e-commerce, hair salons, pharmacies, supermarkets and hypermarkets, others
The New Zealand market for men’s grooming products is divided based on product type, pricing and distribution channel. By product type, the market features shaving products (pre-shave and post-shave products), razors and blades, bath and shower products, deodorants, hair care products, skin care products, and men’s fragrances. Pricing categories include premium, and mass. Distribution channel segmentation comprises beauty and personal care stores, department stores, direct selling, e-commerce, hair salons, pharmacies, supermarkets and hypermarkets, and others.
Competitive Landscape
The New Zealand men’s grooming products market exhibits significant competition. Leading companies within the market include Unilever PLC, The King of Shaves Company Ltd., The Procter & Gamble Company (P&G), The Estee Lauder Companies Inc., Societe BIC S.A., Shiseido Company Limited, Revlon Inc., PUIG SL, PharmaCare Laboratories Pty Ltd, Natura & Co, Mix Limited, LVMH Moet Hennessy Louis Vuitton SA (LVMH), L’Oreal S.A., Edgewell Personal Care Brands LLC, Coty Inc., Combe Incorporated, Beiersdorf AG and Australian Pharmaceutical Industries Ltd. (Wesfarmers Limited).
This report delivers an in-depth examination of leading companies in the men’s grooming products sector, analyzing their performance from 2020 to 2024. The results indicate changes in market share, emphasizing both established leaders and new entrants.
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Table of Contents
TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
New Zealand Men’s Grooming Products Market – Product Type Analysis
New Zealand Men’s Grooming Products Market – Pricing Analysis
New Zealand Men’s Grooming Products Market – Distribution Channel Analysis
Company Shares Analysis
Unilever PLC
The King of Shaves Company, Ltd.
The Procter & Gamble Company (P&G)
The Estee Lauder Companies Inc.
Societe BIC S.A.
Shiseido Company, Limited
Revlon, Inc.
PUIG SL
PharmaCare Laboratories Pty Ltd
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table New Zealand Men’s Grooming Products Market 2020-2030
Chart New Zealand Men’s Grooming Products Market, Net Growth, 2020-2030
Chart New Zealand Men’s Grooming Products Market, Growth Rates, 2020-2030
Table New Zealand Men’s Grooming Products Market by Product Type, 2020-2030
Chart New Zealand Men’s Grooming Products Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart New Zealand Men’s Grooming Products Market by Product Type, 2020-2030
Table New Zealand Men’s Grooming Products Market by Pricing, 2020-2030
Chart New Zealand Men’s Grooming Products Market by Pricing, CAGR Historic and Forecast, 2020-2030
Chart New Zealand Men’s Grooming Products Market by Pricing, 2020-2030
Table New Zealand Men’s Grooming Products Market by Distribution Channel, 2020-2030
Chart New Zealand Men’s Grooming Products Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart New Zealand Men’s Grooming Products Market by Distribution Channel, 2020-2030
Table New Zealand Men’s Grooming Products Market Share (%), by Companies, 2020-2024
Chart New Zealand Men’s Grooming Products Market, by Companies, 2024
Table New Zealand Men’s Grooming Products Market Share (%), by Brands, 2020-2024
Chart New Zealand Men’s Grooming Products Market, by Brands, 2024
Table New Zealand – Population (Millions) and Forecast
Table New Zealand – Consumer Price Index (CPI) and Forecast
Table New Zealand – Gross Domestic Product and Forecast
Table New Zealand Men’s Grooming Products Market: Spend as a Proportion of GDP (%)
Table New Zealand Men’s Grooming Products Market: Consumption per Capita (Population)
Companies Mentioned
Unilever PLC
The King of Shaves Company, Ltd.
The Procter & Gamble Company (P&G)
The Estee Lauder Companies Inc.
Societe BIC S.A.
Shiseido Company, Limited
Revlon, Inc.
PUIG SL
PharmaCare Laboratories Pty Ltd
Natura & Co
Mix Limited
LVMH Moet Hennessy Louis Vuitton SA (LVMH)
L’Oreal S.A.
Edgewell Personal Care Brands LLC
Coty Inc.
Combe Incorporated
Beiersdorf AG
Australian Pharmaceutical Industries Ltd. (Wesfarmers Limited)