According to a new report by Straits Research, the global men’s intimate care products market was valued at USD 14.22 billion in 2024 and is projected to grow from USD 15.54 billion in 2025 to USD 31.53 billion by 2033, expanding at a CAGR of 9.25% during 2025–2033.
The growth is largely attributed to rising disposable incomes, changing perceptions of masculinity, and growing acceptance of intimate hygiene as part of men’s self-care routines.
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Market Size (2024): USD 14.22 billion
Market Size (2033): USD 31.53 billion
CAGR (2025–2033): 9.25%
Leading Region (2024): North America
Fastest Growing Region: Asia-Pacific
Top End User Segment: Adults (20–40 years)
Dominant Distribution Channel: Offline Retail
Key Segment by Product: Grooming Products
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One of the main drivers of the men’s intimate care products market is the shift in societal norms. Men, particularly in urban centers, are embracing grooming and wellness without stigma. Hygiene solutions addressing sweat, odor, and irritation are gaining traction, while influencers and digital platforms continue to normalize conversations about male hygiene.
Additionally, rising disposable income is fueling premium product adoption. OECD data shows that real household income per capita rose 1.8% in 2024, creating a wider consumer base willing to spend on specialized hygiene and self-care products.
Product Diversification: Beyond intimate washes and powders, brands are launching deodorizing sprays, wipes, creams, serums, and even fragrances for intimate areas. For example, Exvin’s 2023 Intimate Parfum combined natural extracts with microbiome-friendly formulations.
Premiumization: Luxury, natural, and pH-balanced products are becoming popular among millennial and Gen Z buyers.
Sustainability: Eco-friendly packaging and organic formulations are helping brands attract health-conscious, environmentally aware consumers.
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By Product Type:
Grooming Products
Body Wash and Soaps
Deodorants and Antiperspirants
Creams & Serums
Others
By Ingredient Type:
Natural/Organic
Conventional/Synthetic
By End User:
Teenagers
Adults (20–40 years)
Middle-aged & Older Adults (40+ years)
By Distribution Channel:
Online Retail
Offline Retail
North America: Dominates the global market due to health consciousness, social media influence, and rising e-commerce. Brands like Ballsy and MANSCAPED lead with direct-to-consumer strategies.
Asia-Pacific: Fastest growing market. Urbanization, changing cultural norms, and strong e-commerce platforms are fueling adoption. In India, brands like Pee Safe and Man Matters are breaking taboos with pH-balanced products.
Europe: Growth fueled by demand for vegan, cruelty-free, and sustainable formulations. Retailers like Boots and dm are expanding shelf space for men’s hygiene products.
How big is the men’s intimate care products market?
What drives the market growth?
Which region leads the market?
Which product segment dominates?
What challenges does the market face?
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