| Study Period | 2019 - 2032 |
| 2024 Market Size | USD 7.3 Billion |
| 2025 Market Size | USD 7.7 Billion |
| 2032 Forecast | USD 11.7 Billion |
| Growth Rate (CAGR) | 6.20% |
| Largest Region | APAC |
| Fastest Growing Region | APAC |
| Nature of the Market | Fragmented |
| Largest End User Category | Male |
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The global shavers market size in 2024 is USD 7.3 billion, and it is expected to advance at a CAGR of 6.2% during 2025–2032, to reach USD 11.7 billion by 2032. The market is primarily driven by swift urbanization, rising consumer awareness of appearance, and increasing disposable income. Moreover, the surge in the middle-class population has greatly raised the demand for a variety of consumer goods, many of which were formerly deemed luxury commodities. The rising standard of living has encouraged the usage of high-quality shavers, particularly electric shavers. Furthermore, the long-term cost savings associated with these accessories are a major driver of their usage.
Furthermore, shavers are associated with attractiveness, as a result of which celebrity endorsements are a significant technique of promotion in this sector. Celebrity endorsement activities have grown significantly in the shaving industry over the last few years, as companies are organizing promotion campaigns with well-known athletes and movie stars.
Furthermore, participants are constantly looking for new ways to reduce operating expenses, while increasing output, in response to the rising production costs. Established businesses examine their operational chains from both the output and input viewpoints. In light of this, developing new strategic alliances with key players or suppliers, to reach higher levels of efficiency, is crucial for players to cut down operating costs.
Rotary shavers are the largest category in the market, accounting for USD 4.5 billion in 2024. They are highly popular because of their versatility and ability of circular movements, enabling effective shaving on hard-to-reach areas and adjusting to the face contours. They are suitable for men with different skin types and beard densities.
Wet/dry shavers are the fastest-growing category in the market. They provide the flexibility to be used in the shower, with water, or with shaving cream, serving the diverse needs of consumers. Their skin-friendly feature and the ease they provide escalate their popularity, particularly among young consumers.
The products analyzed here are:
Hypermarkets/supermarkets held the largest shavers market share in the distribution channel segment in 2024. Their widespread presence in urban areas enables customers to physically understand the characteristics of the product and compare brands and prices. These places also provide heavy discounts and bundled deals, in addition to the great convenience of shopping associated with these places.
The online channel is expanding at the highest CAGR, of 7%, because of the increasing adoption of mobile devices and smartphones and penetration of the internet. The category is also driven by the changes in consumer purchasing behavior and an increase in the number of providers selling online. E-commerce has lately emerged as an important platform for the sale of shaving items. Consumers' busy schedules encourage them to favor online purchasing over physical shopping. Moreover, apart from third-party distributors, almost all the manufacturers of these accessories sell products via their websites.
The distribution channels analyzed here:
Cordless shavers are the larger category, with their revenue contribution set to reach USD 7.0 billion in 2032. Their ergonomic designs and smart sensors propel their acceptance, making them the faster-growing category in the market too.
They offer great flexibility and ease of operability, providing users with the ability to groom without being limited by a power source. Travelers and individuals with busy lifestyles prefer cordless shavers for their portability and on-the-go capability. Technological advancements, such as faster charging and an extended battery life, further increase their appeal.
The types analyzed here are:
Males dominate the end user segment, accounting for USD 5.8 billion in 2024. The growing self-grooming awareness and increasing disposable income are expected to positively impact the growth in revenue generation from this gender. Another reason for the growth of this category would be the spread of awareness on grooming through YouTube channels, commercials, social media blogs, and influencers. Trimmers, razors, and electric shavers are vital grooming products for men, leading to their dominant position in the market. Manufacturers, too, innovate and produce male-centric shavers integrated with advanced features including adjustable settings and skin protection technology.
Females are the faster-growing category due to the increasing consciousness of female consumers to enhance their overall appearance, which is why female grooming continues to take importance. Due to the increasing body exposure caused by the modernization of society and changes in fashion trends, the pool of female consumers is expanding. Compared to developing countries, developed countries have a higher proportion of female users of these devices.
The market is flooded with shavers in different sizes, colors, features, and heads that suit women's skin types. For instance, the Magnitone Go Bare Compact Mini Lady Shaver is cordless, handbag-sized, and rechargeable with a USB charger. Similarly, the Braun Epilator Silk-épil Series 9 9/880 offers two-in-one features with two interchangeable heads, including an epilator and electric shaver. It also is integrated with smart light to ensure complete hair removal.
The end users analyzed here are:
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APAC holds the largest share, of 40%, in 2024, and it is also the fastest-growing region, with 7.5% CAGR. This is credited to the rising living standards and incomes and the rapidly expanding demand for luxury grooming devices. Shaver sales have essentially been boosted in APAC as a result of the region's rapid population growth, which is mostly attributable to China and India.
Furthermore, due to the improvements in living standards, the market in India is expanding quickly. In India, millennials make up the majority of the population. As they become more conscious of how they look, they are gradually migrating toward high-end and technologically advanced products. Even in rural areas, a large number of millennials see it as an important item.
Hence, players could tap into the rising popularity of grooming items in the rural areas of India to raise their profits. As millennial customers in India have grown more mindful of their appearance, they are now thinking of spending more on grooming. Hence, in the coming years, the shift in millennials’ attitudes toward grooming is expected to lead to an increase in the use of shavers throughout the nation.
Shavers market sales in China have increased steadily over the past 10 years as well. The economy of China has changed as a result of the vigorous expansion of its commercial capabilities and consumer goods consumption. Currently, the market in China continues to boom with the decade-long rise in imports, exports, industrial production, and financial investments. Shaver sales are also expected to increase because of the ongoing consolidation among new companies.
In 2024, the U.S. has the larger shavers market size in North America because of its substantial population and high level of urbanization. Further, the easy access to organized retail and reliable internet retailers has made it simpler for citizens to purchase consumer electronics. Shaver sales have also increased as a result of internet promotions, discounts, and deals on grooming products. A common practice before purchasing these hair removal products is comparing and assessing product costs and features on online retailing portals. The usage of shavers is, thus, set to rise across the U.S. owing to the improving digital infrastructure.
In Europe, the market for shavers is expanding because of the advancements in and rising demand for shaving products; however, slowly. The biggest market for these accessories in Europe is the U.K. Customers strongly demand customization in shaving products, which is why players are working on personalizing the products, to increase their revenue.
One of the most promising regions for shaver companies is LATAM, due to the rising demand for hair removal products. Since many customers in this region adopt holistic approaches to beauty care, the need for personal care products has increased. This has also been a result of consumers' busy and evolving lifestyles.
Brazil will continue to be the most important country for electric shaver companies in LATAM, driven by the rising usage among consumers. Brazilian consumers are more interested in grooming than ever before, and they are devoting more time to maintaining their appearance and skin quality. Brazilians' changing attitude toward grooming is expected to create new chances for businesses to increase the sale of shavers.
The MEA region's market is, likewise, driven by the strong growth in the grooming sector. Specifically, the sale of shavers has increased as a result of Nigeria's expanding youth population. Additionally, the increasing internet usage and celebrity endorsements are all having a beneficial effect on consumer purchasing behavior.
The Geographical breakdown of the market is as follows:
The shaver market is fragmented in nature. It is because this product has a huge customer base—men and women alike—across the world, for it is a part of everyday hygiene and personal grooming. There are various players in each segment, serving different consumer preferences and needs.
Well-established brands, local manufacturers, and niche players compete based on product types, such as dumb and smart, standalone shavers and shavers–epilators, blade type, skin type, and other features. Consumers’ preferences also vary in terms of affordability, features, and designs, which creates competition.
Hence, brands must always innovate to meet specific requirements, such as skin sensitivity, hair density, convenience, and portability. Additionally, according to gender, demographics, and regional preferences, the product range diversifies further. The rise of mass-market and premium shaving products, additionally, contributes to the fragmentation of the market.
In January 2024, Panasonic Holdings Corporation introduced its compact, five-blade palm shaver (ES-PV6A-W) at CES 2024. Its advanced sensing technology offering tailored grooming needs. It also announced MULTISHAPE attachments, extending its applications and product offerings in personal care.
In February 2024, P&G Brand Gillette launched a series of razors with Gillette labs. It includes 2D FlexDisc, five anti-friction blades, and a metallic handle to give a smooth and optimal shaving experience.
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