Hair styling gels, shaving foams, deodorants, colognes and perfume sprays, and eau de toilette have been added to the previously mentioned personal care items for men, notably shaving cream, body talc, and after-shave lotions. The exponential growth of these products is predicted to be on the order of 10% every year. The market for men's toiletries, on the other hand, has been growing even faster. Male fondness for cosmetics and glamour-oriented toiletries appears to have grown as a result of three different variables. New ways of personality development, active campaigning by MNC producers, and increased monetary income levels are all examples. The drop in customs duties from a peak of 120 percent to current levels has aided demand generation even more.

JK Helene Curtis, Procter & Gamble, Colgate Palmolive, JL Morison, Hindustan Unilever, Baccarose Cosmetics and Bond Street Perfumes, Park Avenue, Old Spice, and Denim are among the leading players. As time goes on, more players reach the area, generating a slew of splashes. Because of the presence of global producers, India has become a worldwide market place. While the global market for shaving blades is anticipated to be the largest, the global market for oral care (tooth brushes) is estimated to be the second largest in terms of volume.

New Trends

Following the worldwide trend, the Indian guy is growing more mindful of his appearance as he gains more discretionary cash and adopts new habits. He's transitioning from his previous penchant for a gruff appearance to a more elegant, mellowed demeanour. Leading personal care companies such as Hindustan Unilever, L'Oreal, Proctor & Gamble, Nivea, Emami, and ITC are launching dedicated products for men. Anti-spot creams, whitening face creams, under-eye gels, blackhead uprooting scrubs, pore unclogging washes, specialised bathing bars, skincare scrubs, and oil control cleaners are among the products being considered. In 2010, men's skincare products offered in India included a 5% component. Given the push and committed efforts of vendors, the men's skincare industry rose 47 percent in 2010, compared to a 22 percent increase in the women's market. Men's products in China are growing at a rate of 25%, and Indian men are not likely to fall behind.

The market for men's personal care goods is expected to be worth Rs 17 billion, with a very high growth rate of 12 to 18 percent. This segment's monthly per capita grooming product use is predicted to more than treble by 2020. Monthly per capita consumption is currently Rs 900, but this amount is predicted to rise to Rs 1800 by 2020. In 2011, soaps accounted for 35% of the market, but this figure is predicted to drop to around 16% by 2020. In the men's personal care area, shampoos accounted for over 11% of the market share. Pre-shave oils, shaving creams, gels, foams, and aftershave balms and creams were predicted to expand from 6% to 8% of the market by 2020. The scents and deodorants section grew at a relatively fast rate in the same year, topping 20% each year, and is predicted to increase its market share to over 14% by 2020, up from over 5% last year. Only 16 percent of the men's grooming products market in India is made up of skin brightening or lightening products, but this category is expected to expand to 2% of the entire market share by 2020.

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