Technology as Power: Insights of Global Personal Care Appliance Market

Over the past two years, consumers have increasingly sought products that deliver not only a satisfying experience but also fulfill their spiritual needs. In the body care sector, the evolution of product forms has shifted from solely addressing basic requirements such as cleansing and moisturizing to a trend characterized by greater diversification. This article will examine the current state of the global personal care appliance market, identify potential market opportunities, and offer insights for brands to innovate their products and explore additional business scenarios.

Global personal care appliance industry overview

The personal care appliances industry's global market size

The global personal care appliances market was valued at USD 17.05 billion in 2023 and is projected to experience robust growth during the forecast period, with a compound annual growth rate (CAGR) of 5.89% through 2029.

The growth observed in the historical period can be attributed to several factors, including shifts in lifestyle, the introduction of smart personal care appliances, the expansion of e-commerce, increased awareness of global beauty and grooming trends, and heightened environmental consciousness.

The personal care appliances market is benefiting from the rise of smart devices such as tablets and smartphones, along with the advantages offered by e-commerce, including streamlined payment methods and discounts. Global retail e-commerce sales are expected to exceed USD 6.3 trillion in 2024, with further increases anticipated in the coming years.

The global personal care appliances market is a dynamic and rapidly evolving sector that encompasses a diverse array of products aimed at enhancing personal grooming and well-being. These appliances include hair care devices, skincare tools, oral care products, and various personal grooming accessories.

Regional differences

Geographically, the market is experiencing substantial growth in emerging economies, driven by rising disposable incomes, urbanization, and evolving lifestyles. E-commerce platforms are pivotal in expanding market reach, offering consumers convenient access to a wide array of personal care appliances.

The Asia Pacific region is projected to capture over 34% of the revenue share in the personal care appliances market by 2036. This growth is attributed to a variety of factors, including an increasing young population, higher disposable incomes, and rapid urbanization.

The swift rise of social media usage, particularly in India, along with heightened brand awareness, is contributing to the region's dynamic development. For example, data from early 2023 indicates that approximately 398 million users in India were aged 18 or older, representing 40.2% of the country's total population. Furthermore, the landscape is being significantly reshaped by the entry of numerous new manufacturers from China, India, and Japan.

South Korea is exhibiting high compounding growth rates in the personal care appliances market, driven by strong demand for a diverse range of products and a cultural emphasis on beauty and personal care. The innovation in hair care and skin care products extends beyond mere beauty, offering enhanced care solutions. Reports indicate that in South Korea, 57.6% of respondents from a recent survey cited the high costs associated with dermatological clinics and spas as a factor influencing their preference for home beauty appliances over professional skincare treatment.

The North American region is also expected to experience considerable growth in the personal care appliances market over the next five years. The rapid adoption of advanced personal care appliances can be attributed to the enthusiastic acceptance of technological innovations by North American consumers. Additionally, the robust online retail infrastructure in the region enhances accessibility to a wide variety of personal care equipment for consumers. The United States stands out as the leading personal care appliances market in North America, showcasing significant revenue potential within the industry. In 2021, the U.S. generated the highest retail sales value of 24 billion U.S. dollars in hair styling products in the personal care electrical appliances market. Alongside health and social considerations, the trend in personal care and grooming is contributing to the expansion of the beauty industry's market space. Domestic usage of personal care appliances plays a crucial role in driving up demand significantly.

Detailed personal care appliances market segments?

By 2036, the electric segment is projected to capture over 56% of the personal care appliances market share. This category primarily includes a diverse range of electric-powered products, such as hair care tools, facial appliances, oral hygiene devices, and men's grooming tools. In India, hair dryers are anticipated to generate revenue of USD 1 billion by 2024. The increasing appeal of electric-powered products can be linked to the rapid technological advancements that are transforming the personal care product market.

The global market share distribution of personal care electrical appliances by category in 2023, based on global retail sales data, demonstrates that the largest segment is body care appliances, accounting for 42.4% of the market. This is closely followed by hair care appliances at 40.4%. Oral care appliances comprise 15.2%, while facial care appliances represent the smallest share at 2.0%. This data underscores the dominance of body and hair care appliances in the global personal care appliance market.

Market trends and opportunities

Key trends in the global personal care appliances market include a growing demand for innovative and multifunctional devices, such as smart toothbrushes and advanced hair styling tools. Furthermore, the market is influenced by a shift towards eco-friendly and sustainable products, reflecting consumers' increasing concern for the environment. Below are three key consumer trends that have emerged in recent years.

Increased distribution channels and an overabundance of advertisements

Manufacturers of personal care appliance brands primarily utilize Facebook and Instagram to market their products. A 2024 survey indicates that approximately 78% of consumers are more likely to be influenced to make a purchase when presented with authentic, customer-centric imagery. The role of social media is to inform consumers about the products and how to use them effectively.

Moreover, a considerable portion of the personal care industry is characterized by substantial online sales. As the e-commerce sector has expanded, there have been notable shifts in consumer shopping behaviors. Customers value ratings, reviews, and feedback as significant factors in their purchasing decisions. Additionally, they tend to seek out affordable personal care products through both online and offline channels, which is anticipated to drive sales growth in the coming year.

Technology innovation

New and innovative technology-driven equipment is entering the personal care appliances market, providing manufacturers with the opportunity to develop a diverse range of models to cater to specific customer needs. Smart features in hair care products, such as AI-powered styling tools, allow users to personalize their hairstyle recommendations and enhance their overall experience.

LED therapy devices utilize light therapy to address skin concerns. According to data published in 2024, 85% of individuals who have used red light therapy reported improvements in their skin issues. Furthermore, advancements in sonic and ultrasonic technologies for oral hygiene appliances enable customers to receive dental cleaning at their convenience.

Greater emphasis on personal hygiene practices

The rising customer concerns regarding hygiene, self-care, and health are key factors contributing to the growth of the personal care appliances market. This sector is highly lucrative due to the importance placed on personal hygiene, evolving fashion trends, and the impact of social media on appearance and style. According to the European Consumer Perception Study by Cosmetics Europe conducted in June 2022, 72% of European consumers view cosmetics and personal care products as essential to their daily lives. This highlights the increasing interest in personal care routines as a significant driver of the personal care appliances market.

Consumers are particularly drawn to the promotion of self-grooming products on television and social media, which enhances their desire to purchase these items. Additionally, the global demand is bolstered by the inclination of young and middle-aged consumers to frequently change their hairstyles and enhance their appearance.

Strategies to thrive

Challenges: tight regulating guidelines, high costing

Challenges in the market include intense competition among key players, stringent regulatory requirements, and the impact of economic fluctuations on consumer spending. Despite these challenges, the Global Personal Care Appliances Market is well-positioned for continued growth, driven by consumer preferences for convenience, technology-driven innovations, and an increased focus on personal well-being.

Rising costs - The expense of purchasing high-end personal care appliances is on the rise, prompting consumers to reduce the frequency of purchases in favor of higher-quality products. Consumers are becoming more accustomed to investing in trendy, sustainable brands known for their durability. However, this shift towards premium products poses challenges for manufacturers, who must now compete effectively within the upscale market.

Markets with growth potential

Hair removal devices in Europe and America. The use of laser hair removal machines is targeted toward consumers who are dissatisfied with traditional hair removal creams and wax products. This segment is still in its developmental phase, with the market primarily concentrated in Asia and not yet expanded globally. For brands in the epilator sector, navigating qualification regulations or certifications can present challenges for global expansion. In both the U.S. and EU, epilators are classified as medical devices, and the certification process typically lasts between 3 to 9 months.

Massage and facial devices in the APAC region. The future of massage instrument product design will prioritize lightweight and compact forms, allowing for use beyond the home environment. This evolution aims to meet consumer demands for a refined lifestyle while alleviating body fatigue. Demand for facial aesthetic devices tends to fluctuate with economic conditions. Brands must invest in market education to foster consumer awareness and habitual use in order to mitigate the impacts of economic downturns. The Asia-Pacific region, particularly in China, Japan, and South Korea, boasts a significant middle-class demographic. Additionally, the prevalence of appearance-related concerns among women in East Asia underscores the importance of facial aesthetic devices in their routines. Brands should consider the diverse skincare aspirations of consumers across Asia to drive continued business growth.

Hair care products for Europe and America encompass hair dryers, styling tools, scalp massagers, and scalp essence applicators. Hair dryers, in particular, are the most popular products in this market. The consumption habits surrounding hair care appliances in Europe and the United States are relatively mature, with a wide range of available products. Consumers not only prioritize daily hair care through washing and conditioning but also place considerable emphasis on styling. Outside of North America, no leading hair styling brand has emerged in other regions. Thus, to achieve breakthrough success in these markets, core technology and brand value will be critical for captivating consumers.

If you are interested in expanding your presence in the personal care market this upcoming holiday season, please do not hesitate to reach out!

Reference

Personal Care Appliances Market Size & Share, by Product Type (Shaving & Hair Removal Appliances, Oral Care Appliances, Hair Styling Appliances, Skin Care Appliances, Massage & Relaxation Appliances); Power Supply (Battery Operated, Electric) - Global Supply & Demand Analysis, Growth Forecasts, Statistics Report 2024-2036

Personal Care Appliances Global Market Report 2024 - By Product (Hair Care, Hair Removal, Oral Care, Other Products), By Distribution Channel (Online, Offline), By End-Use (Female, Male) - Market Size, Trends, And Global Forecast 2024-2033

Personal Care Appliances Global Market Report 2024

Personal Care Appliances Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Shaving & Grooming, Styling, Beauty Appliances, Oral Care), By Gender (Men, Women, Unisex), By Sales Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, Others) By Region & Competition, 2019-2029F

North America Personal Care Appliances Market Trends

Global Personal Care Appliances Market Deep Insights, Meet Social