Personal care electrical appliances in the global market include hair care appliances, hair removal appliances, oral care appliances, and other appliances such as foot massagers and heating pads. Electric- and battery-operated appliances are taken into consideration while estimating the market. Improving economic environment, growing aging population, and increasing disposable income are the key drivers of this market. Lack of awareness regarding novel products and durability are the key restraints for the market. The market segment for hair dryers exhibits mature product cycle in the developed economies with a strong market in the emerging economies. However, newer products, such as oral care appliances, are projected to gain awareness in the emerging economies. Lack of durability is another factor that hampers the market growth. Although premium products are durable, numerous local companies offer non-durable products, which create reluctance among customers towards buying these products.
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Factors having impact on the global market
The world personal care electrical appliances market is impacted by various positive and negative factors. The overall growth of the market is a result of the overall impact generated by the active factors. The below chart represents the impact of drivers and restraints in the current scenario and their impact analysis for the forecast period.
Ageing population
Growth in geriatric population has fueled the demand for personal care products including electrical appliances used as grooming products. The impact of this driver is substantially strong in the current business scenario that is expected to increase during the forecast period. As per estimates and forecasts by the UN, the global rise in ageing population would witness a steady growth throughout 2050. Thus, this factor would continue to drive the market, and its impact would increase in the near future.
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Untapped Asia-Pacific and LAMEA markets
Asia-Pacific and LAMEA are the two important regions that hold immense growth potential for this market. Technological advancements and growing awareness among consumers are the key factors encouraging consumers to shift from manually operated tools to electricity or battery operated appliances for hair care, oral care, and other health & hygiene products. The continuous improvement in standards of living in these regions has posed lucrative opportunities for the market players to expand their foothold in the Asia-Pacific and LAMEA regions during the forecast period.
Lack of Durability
Lack of durability is one major concerns of electrical appliances used for personal care. Branded products offer satisfactory durability for such products, but are not very long lasting. Heating problems have been observed in hair dryers and straighteners of some of the branded manufacturers, which have led to product recalls. These issues along with appliance failure due to reasons such as problems in blade heads, motors, and other electronic components have hampered the growth of the market. However, the impact of this restraint is expected to reduce during the forecast period with the introduction of innovative premium products.
Value chain of the personal care electrical appliances market
The value chain of the personal care electrical appliance market includes four major intermediaries, namely, material suppliers, manufacturers, wholesalers, and retailers (retail stores and online portals).
Material Supplier
Materials supplies is the first stage in the manufacturing process of personal care appliances. For instance, hairdryers are assembled from a series of components including electrical motor, fan blade, copper wiring, switching mechanisms, and various other electrical components.
Manufacturers
Manufacturers procure materials, such as plastics and other electrical products including electric motors, blades, and switching mechanisms from vendors. Plastics are used to manufacture the outer case, wherein the components are fitted.
Wholesalers
Wholesalers procure products from manufacturers for supplying them to retailers. They are either region-specific or operate through online retailing. They buy products in bulk and distribute them to retailers depending on the size of retail shops or shopping chains. Retailers/Online Sales
Retailers include small retail stores as well as medium-to-large retail chains and shopping malls. Online sales has evolved as a key intermediary in the value chain of most of the electronic and electrical products. Personal care electrical appliances have gained popularity over online portals.
Customers
Customers of personal care electrical appliances include young customers, middle-aged individuals, and geriatric population. Hair dryers, hair straighteners, hair stylers, and trimmers are popular among youths due to growing awareness about the importance of grooming and hygiene.
Segmentation overview
The personal care electrical appliances market has been segmented based on product type and geography. Based on product type, the market is primarily segmented into hair care appliances, hair removal appliances, oral care appliances, and others personal care products. The market is categorized based on region into North America, Europe, Asia-Pacific, and LAMEA. North America is the leading revenue contributor to the global market, and is expected to maintain this trend throughout the forecast period. However, the Asia-Pacific region is expected to grow at the highest CAGR during the forecast period.
Personal care electrical appliances include products that are used for hair care, hair removal, oral care apart from massagers, portable facial sauna, and heating pads. Hair care appliances is the strongest market in the current scenario; however, oral care and hair removal products segments are expected to gain traction in the near future. Massagers and heating pads are categorized under wellness products rather than grooming products. The preferences and buying criteria of consumers are different from that of hair care and hair removal appliances consumers.
Growth in GDP value, improving spending habits of people, and other such factors primarily drive consumers towards personal hygiene and grooming, resulting in increased adoption of personal care products. Growing economic condition of countries and rising disposable income would boost the market of personal care appliances in the developing region. In addition, rising consumer awareness and popularity of hair dryers & other hair care products supplement the market growth in developing economies of Asia-Pacific and LAMEA. Influence of western lifestyle on the African population is expected to fuel the adoption of hair care products in the region.
Hair Removal Appliances
Hair removal appliances are used to remove hair (completely or cut & trim) in males as well as females. However, the products for males and females differ in most of the appliances.
Hair removal appliances can have three types of power supply system.
Battery operated: The device operates on battery (non-rechargeable). Once the battery is discharged, it needs to be replaced with a new battery.
Rechargeable: The device operates on rechargeable batteries, and can be used as cordless device after the built-in battery is charged through mains connectivity.
Mains supply: The device operates with direct electric connectivity through the mains.
The type of power operation in a device depends on the device manufacturer and design.
Epilators
Epilator is an electrical device used to remove hair from the body. This device involuntarily plucks of hair strands from the skin. The process is similar to waxing but one major difference between epilators and waxing is that epilators do not remove cells from the epidermis. Women are the key end users of hair removal appliances. The need to have a smooth and flawless skin has encouraged women to use hair removal appliances. Epilators have a different mode of action as that of shavers. They do not remove the hair from surface, rather pluck off hair strands from their roots. This gives a permanent solution as compared to shaving. Therefore, men use shavers for facial hair, whereas women prefer epilators. In addition, companies provide epilators with different shaving and trimming accessories in an effort to attract more number of male customers. The epilators designed for both men and women have similar mode of operations. However, design differences of these determine their adoption rate.
North America: Dominates Personal Care Electrical Appliances Market
North America was the leading revenue contributor to the global epilators market in 2014, and is expected to dominate the market by 2022, registering a CAGR of 8% from 2016 to 2022 due to developed economic condition and established women customers who use epilators instead of waxing and other options to remove body hair. Remington Products Company, Procter and Gamble (Braun GmbH/Oral B), Conair Corporation, Royal Philips Electronics N.V., Panasonic Corporation, Groupe SEB, Colgate-Palmolive, Helen of Troy L.P., HoMedics, Inc., and LION Corp., are some of the key companies discussed in the report.
Other players in the value chain include Povos, Flyco, Johnson and Johnson Services Inc., Paiter, BaByliss PRO, Spectrum Brands Inc., Ragalta USA, Wahl Clipper Corporation, Andis Company, Shiseido Co., Unilever and TESCOM & Co., Ltd.
Key Benefits
The report provides information regarding key drivers, restraints, and opportunities along with their impact analysis
Quantitative analysis of the current market and estimations for the period of 2016‐2022 is provided in the report to highlight the financial aspiration of the market.
The report provides quantitative as well as qualitative market trends to help stakeholders to understand the market scenario.
Porter’s Five Forces analysis provides inputs on the potential of buyers and suppliers, and highlights the competitive structure of the market to enable companies to evise effective growth strategies and to facilitate better decision-making.
Value chain analysis provides key inputs on the role of different stakeholders involved at various stages in the value chain.
Personal Care Electrical Appliances Market Key Segmentation:
Market by Product Type
Hair Care AppliancesHair Dryers
Hair Straighteners
Hair Stylers
Hair Removal AppliancesEpilators
Shavers
Clippers
Trimmers
Oral Care AppliancesPowered Toothbrush
Other Oral Care Appliances
Other Appliances
Market by Gender
Male
Female
Market by Geography
North America
Europe
Asia-Pacific
LAMEA
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Key Players
Remington Products Company
Procter and Gamble (Braun GmbH/Oral B)
Conair Corp
Royal Philips Electronics NV
Panasonic Corporation
Groupe SEB
Colgate-Palmolive
Helen of Troy L.P
HoMedics Inc
LION Corp.
Povos
Flyco
Johnson & Johnson Services Inc.
Paiter
BaByliss PRO
Spectrun Brands Inc.
Ragalta USA
Wahl Clipper Corporation
Andis Company
Shiseido Co.
Unilever
Tescom & Co. Ltd.
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