Body Care Majors such as Veet Bet High on India Male Grooming Market
Consumer Goods and Retail | Jan, 2020
Male grooming industry has come a
long way over the last decade. From being a non-entity to a multi-billion-dollar
market, male grooming is gaining worldwide acceptance and modern men are
engaging in one or other forms of grooming regimes. Men and grooming were
considered contrary in the past but with the rise of the metrosexual men, words
such as body care, skin care and hair care are new additions to the dictionary
of men.
Shift in Grooming Market
Changing landscape of grooming market is well noticeable
under the hood of FMCG giants as well. Emami was the first company in India to
launch fairness cream, ‘Fair & Handsome’ for men in 2005. Since then, male
grooming market has been growing at an unprecedent rate and the launch of men
centric grooming products by Marico, Emami, Loreal and Nivea validates that.

According to TechSci Research report “India Men’s Grooming Products Market By Product Type (Fragrance,
Shaving, Skincare, Haircare and Moustache & Beard Grooming), By Sales
Channel (Supermarket/ Hypermarket, Grocery/Retail Store, Online, etc.),
Competition Forecast & Opportunities, 2012 – 2022”
India men’s grooming products market stood at $ 1.4 billion in 2016, and is
projected to grow at a CAGR of over 15%, in value terms, to reach $ 3.3 billion by 2022. Rising number
of consumers facing early ageing problems, increasing disposable income and
expanding young working population are aiding India men’s grooming products
market. Moreover, rapid urbanization and increasing adoption of western culture
along with changing lifestyle and awareness regarding the consumption of
grooming products to counter ageing problems, are some of the other factors
expected to propel demand for men’s grooming products in India over the next
five years.
Traditionally, grooming services for
men were mostly limited to haircut and shaving, but metrosexual men are now
demanding a far wider range of products and services. Increasing
trend of pogonophiles and religious association of beards with various religions
is contributing to the increasing demand for beard related offerings such as trimmers,
beard wax, beard oil, among others. Undeniably, shavers and trimmers is one of
the prominent segments in the male grooming market, but successful launches of
body hair grooming products like Body Razor by Gillette, 6-in-1-all-over-body
grooming kit by Panasonic and Bodygroom trimmer by Philips
indicate a new form of manscaping and present an opportunity in this unexplored
market i.e. body hair removal or body hair grooming.
