Global electric shaver market is projected to witness a CAGR of 5.21% during the forecast period 2025-2032, growing from USD 14.39 billion in 2024 to USD 21.60 billion in 2032. Over the past years, there has been a remarkable increase in demand for electric shavers, globally. While razors and trimmers have long dominated the grooming space amongst men, the advent of electric shavers has entirely changed the hair removal game, seizing a huge chunk of the market. Electric shavers are renowned for their rotating or oscillating blades and their reliance on electricity to operate.
The key features of the electric shaver market involve the deployment of unconventional technologies, such as ergonomic designs, refined blades, wet and dry shaving capabilities, and smart features. The industry caters to both men and women, with the latter now displaying a stronger inclination for body hair shaving.
The surging popularity of electric shavers can be attributed to the growing demand for convenience, hygiene, grooming, cleanliness, and the flourishing e-commerce domain, especially in developing economies. Additionally, with rising disposable income across demographics, there is a rising proclivity for superior quality and premium electric shavers comprising cutting-edge features.
This positive synergy between income levels and the demand for premium grooming solutions
expands the growth prospects of the market, making it a breeding competitive ground for a constant stream of innovations from brands across the globe. While technological advancements and automation greatly contribute to the demand for electric shavers, marketing campaigns, and promotional activities are significantly propelling the demand manifold.
As ease of use continues to impact consumer preference, the electric shaver market is broadening its horizons and appeal, particularly among those who value time efficiency in their personal care routines.
In September 2024, MANSCAPED launched The Chairman™ Pro, an electric foil shaver with a dual-head system, SkinSafe® and FlexAdjust Technology, waterproof capabilities and a five-minute quick charge option, the latest launch is designed to revolutionize men’s grooming. Paired with a three-step grooming kit (The Chairman™ Pro Package), it offers precision, comfort, and convenience for an effortless shaving experience.
Demand for Convenience and Time Efficiency Driving the Market Forward
Modern consumers, especially urban dwellers, have busy schedules and tight deadlines. Amidst the to-and-fro, they are always on the lookout for grooming solutions that save time with effective results. They seek to look sharp and tidy with a fuss-free experience. Additionally, along with functionality, they favor shavers that offer precision, ease of use, and comfort.
Innovations such as AI-enabled adjustments, and self-cleaning mechanisms are alluring those who want to cut through the chaos of a straining shaving routine, with the added benefit of decluttering bathroom shelves. They can be deployed in or out of the shower, with or without shaving cream, and on diverse body parts.
Those always on foot want electric shavers that offer top-notch convenience with self-cleaning mechanisms. Products such as Philips Smart Clean System, and Braun Series 9 Pro Electric Shaver, ensure that shavers remain clean and germ-free with minimal user effort. When choosing electric shavers, a potential buyer primarily focuses on the cost of cleaning cartridges, the functionality of cleaning stations, and the time consumed for cleaning and drying cycles.
For example, Braun’s electric shavers feature different drying mechanisms depending on the model. Certain stations for the Series 7 (older models) and Series 9 are equipped with induction heating or a fan for quick drying, whereas those included with Series 3 and 5 do not feature any active drying technology. Electric shavers are great for easy mobility, intuitive to use (owing to the newer versions incorporating sensing technology and AI), and somewhat less expensive in the long run. Travel-friendly designs that guarantee portability, such as cordless shavers and compact models with foldable handles and protective covers, are a big hit among users to fulfill their on-the-go grooming needs.
In 2024, Xiaomi unveiled its latest electric shaver, the Mijia Electric Shaver Dual Blade Version, in the Chinese market. This new shaver boasts a portable design, an efficient dual-blade system, and IPX7 waterproofing, along with a thickness of only 16mm which makes it ideal for pockets and toiletry bags while travelling.
Augmenting Awareness about Personal Hygiene and Skin Health
The pandemic commenced a wave of personal hygiene, that has become an ingrained part of society, especially grooming is concerned. Individuals, both men and women want to look best without compromising on skin health. Today, electric shavers are considered a more hygienic alternative to traditional razors which can store bacteria and lead to skin irritation, bumps, rashes or infections.
By integrating skin-focused innovations, electric shavers are evolving into skincare-centric tools, proffering benefits such as reduced irritation, and enhanced hygiene. Features such as self-cleaning mechanisms and antimicrobial coatings are drawing attention to their effectiveness in minimizing skin irritation and infection risks, appealing to a broader audience, and enhancing the shaving experience.
As hygiene remains a top priority for consumers globally, these features not only meet their immediate needs but also position electric shavers as staple tools for maintaining both cleanliness and skin health, driving market growth across demographics that prioritize perfection in their personal care routines.
In 2024, Philips launched a limited-edition collection of razors co-branded with the three most cherished Transformers- Bumblebee, Optimus Prime, and Megatron. For the Megatron one, the Honeycomb 7 series model prioritizes skin comfort with a special coating that enables comfortable dry shaving, including on sensitive skin. Furthermore, it boasts a 360-degree flexible head that tackles any facial contour.
Rise of Gender-inclusive and Multipurpose Products
Shaving is no longer just confined to men. The electric shaver market is evolving beyond male grooming, with brands unveiling gender-neutral and women-specific products. With more women experiencing the side effects of waxing, such as burns, skin peel, and rashes, there has been a notable shift toward alternatives such as shaving. Waxing typically required a monthly visit to the salon, but shaving has eliminated this recurring chore. Since razors cause bumps and rashes in most cases, electric shavers are also emerging as a top choice among women.
Female grooming products are conquering a reasonable share of the market, with products tailored for sensitive skin, quick fixes, and broad functionalities. For example, Philips SatinShave Prestige offers hypoallergenic blades for sensitive skin, meeting women’s unique grooming needs. Moreover, gender-neutral marketing strategies are gaining momentum and revamping product positioning, thereby fostering deeper audience connections. This inclusive approach broadens market reach, boosts penetration, and unlocks new revenue avenues.
In 2024, Panasonic launched “Swipe Right Shaver for Men and Women”, which is a high-performance ergonomic shaver that contains three hypoallergenic Japanese stainless-steel blades and foils that cut gently, and a built-in beard sensor that ensures the right pressure to help prevent razor bumps, or irritation, ensuring a safer shaving experience.
North America Dominates; Asia-Pacific Follows Closely
While North America and Europe dominate a substantial portion of the global electric shaver market, Asia-Pacific is emerging as the fastest-growing region. Factors such as increasing awareness about personal grooming, rapid urbanization, e-commerce push, and rising purchasing power coupled with growing fashion trends contribute to the adoption and growth of electric shavers in this region.
There are many potential consumers in the region, elevating the demand for personal grooming products. Electric shavers are being acquired by both men and women, with Gen Z and Millennials leading the pack in regions such as India, China, and Australia. Additionally, the presence of e-commerce platforms provides consumers with ease of purchase and a range of electric shavers at competitive prices.
With social media growth breaking records, its pervasiveness, along with marketing dynamics, have significantly influenced and impacted the personal care and grooming segment in North America and Asia-Pacific.
Consumers in the United States are vouching for trends such as skinification, skinimalism, and multidimensional products, which integrate skincare principles into haircare and overall grooming routines.
Future Market Scenario (2025 – 2032F)
- Rising disposable incomes and surging awareness of personal grooming and hygiene in emerging economies will continue to drive market growth.
- The growing concerns around sustainability across the globe will impact the market, prompting manufacturers to curate energy-efficient and eco-friendly electric shavers.
- The increasing penetration of e-commerce platforms will continue to enhance product accessibility and variety, contributing to the overall market’s sales.
- Men will dominate the electric share market, with women also showing increasing desirability for them.
- The electric shaver market will witness intense competition, leading to continuous innovations and strategic partnerships among key players to solidify their market position.
Report Scope
“Global Electric Shaver Market Assessment, Opportunities and Forecast, 2018-2032F”, is a comprehensive report by Markets and Data, providing in-depth analysis and qualitative and quantitative assessment of the current state of the global electric shaver market, industry dynamics, and challenges. The report includes market size, segmental shares, growth trends, opportunities, and forecast between 2025 and 2032. Additionally, the report profiles the leading players in the industry, mentioning their respective market share, business models, competitive intelligence, etc.
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