Hair care appliances in India, including hair dryers, hair styling appliances and hair and beard trimmers, recorded robust growth in 2024, due to a rising emphasis on physical appearance and personal grooming by local consumers.

Retail volume sales of personal care appliances rose in Israel in 2024. The category saw rising prices over 2024 and a tendency amongst Israeli consumers to purchase products only to replace items when they were broken rather than experimenting with new and interesting options in areas such as shavers or hair appliances. In addition, the trend for laser hair removal also dented sales of body shavers, as did religious constraints that prohibit excessive shaving, particularly for men. Nonetheless,

Personal care appliances in Ukraine, in common with other categories of consumer appliances, is recovering from the slump in demand in 2022 caused by the war. Unlike hair care appliances, body shavers, electric facial cleansers and “other” personal care appliances, oral care appliances continued to see a steep decline in retail volume sales in 2023. However, this category also started to rebound in 2024. Nonetheless, the extent of the downturn in demand meant that the market size of personal car

Despite a reluctance among many local consumers to purchase consumer appliances in 2024, demand for personal care appliances in Germany continues to grow, due mainly to the dynamic performance of body shavers. These appliances particularly benefit from IPL (Intense Pulse Light) technology that already resulted in a boom the previous year, with this traditionally only accessible through costly professional treatments. Therefore, consumers can now painlessly achieve long-lasting results from the c

Personal care appliances in South Korea is set to see retail volume growth in 2024 – the only consumer appliances category expected to do so. Demand for personal care appliances has grown as more people are engaging in activities outside the home, despite ongoing economic challenges. While volume growth is anticipated to be modest, at a single-digit rate, a double-digit increase is expected in retail current value terms. This indicates a growing preference for higher-quality personal care applia

In 2024, retail volume growth in personal care appliances was underpinned by rising demand for electric toothbrush units in Sweden. Innovation is a key growth driver of electronic toothbrush units helping to improve the product efficacy of oral care appliances, with brands such as Philips Sonicare developing apps to offer additional benefits. The Philips Sonicare app aims to provide detailed guidance and data to inform users on how to improve their oral hygiene routines. The Philips Sonicare 900

Personal care appliances experienced flat growth in retail volume terms in 2024. After seeing dynamic growth during the pandemic as consumers were forced to take a DIY approach to their hair and beauty demand has since stabilised. These products once again face competition from professional beauty and hair salons offering a range of services, with this having a negative impact on demand for hair care appliances and body shavers in particular. Despite this competition sales of personal care appli

While personal care appliances in Poland witnessed slight volume growth in 2024, the decline seen in hair care appliances reflects the more competitive state of the landscape in 2024. Consumers are delaying replacements and opting for multifunctional devices. The moderate current value growth reflects a shift towards premium, feature-rich appliances, even as volume sales come under pressure. The steady growth in oral care appliances, including battery and electric toothbrushes, reflects increase

Personal care appliances in Greece continued to see strong, if slower, retail volume growth in 2024. Notwithstanding the maturity in the largest category, hair dryers, hair care appliances continued to outperform personal care appliances as a whole in retail volume growth terms at the end of the review period. Hair styling appliances performed well, driven by the momentum of hair styling brushes. Given their higher retail prices, retail value growth in hair care appliances was primarily driven b

Retail volume sales of personal care appliances are set to grow slightly in Hungary in 2024. Indeed, personal care appliances is one of the few areas of small appliances that is expected to register a gain in volume during the year. Increasing promotional activity, rising consumer awareness, and innovative products that make life easier for consumers have fuelled the growth of these appliances.

Personal care appliances continued to witness a positive performance in 2024, despite the economic uncertainty in the country. Romanians are more educated, and they care more about their hygiene and personal looks. Over the review period, there have been big shifts in the male population’s approach to body grooming, with men becoming more inclined to invest time and money for body grooming. Consequently, personal care appliances registered healthy growth in both 2023 and 2024. Most consumers pre

Retail volume sales of personal care appliances are set to increase slightly in Norway in 2024. The category stands out in overall consumer appliances, which is set to see most categories register decline in volume terms in the final year of the review period. The positive performance of personal care appliances is being driven by rising sales of oral care appliances, which is being supported by the ongoing increase in awareness of health and hygiene amongst Norwegian consumers and manufacturers

Personal care appliances in Egypt continued to see retail volume sales decline, but dynamic retail current value growth in 2024. Only body shavers and hair care appliances registered significant sales, with oral care appliances and “other” personal care appliances remaining negligible categories. Body shavers are imported as complete products and not locally manufactured, so the average retail unit price is highly vulnerable to currency devaluations. In the second half of the review period, the

Higher taxation and rising prices impacted personal hair care appliances in Morocco during 2024. The category was subject to the 30% rise in import taxes that was applied to numerous small appliances. Retail volume sales declined as prices rose dramatically to the dismay of many consumers. Consumers preferred to save money and use their old appliances instead of investing in a new personal care appliance. Overall, hair care appliances are among the best-selling categories in consumer appliances

Retail volume sales of personal care appliances in Australia have returned to growth in 2024, although many local consumers are prioritising value-driven purchases amid high inflation, with an emphasis on affordability and price reductions. This tendency is clear as an increasing number of consumers search for offers and run price comparisons online. Given the impact of inflation on personal finances, consumers are in search of high-performance appliances that are reasonably priced and offer con

Personal care appliances in Hong Kong continues to enjoy a positive performance in 2024, as consumer seek convenient solutions to support their daily routines, including hair care, oral care for hygiene and body shavers for personal grooming regimes. Spending greater time outside of the home, many consumers want to look presentable for both the workplace and social gatherings.

New hair care appliances with better functionality pushed up unit prices in 2024, leading to stronger current value growth in Taiwan’s personal care appliances category. Generation X and some millennial consumers are more concerned about brand, product design and technological innovations rather than price or sustainability. Tescom from Chicony Electronics Co Ltd in Japan has successfully launched new models and is selling through more retail channels. Younger consumers following its social medi

Male personal care appliances are struggling in 2024, with volume sales negatively impacted by the lower demand for shaving products in Portugal. Sales of shaving appliances peaked during the pandemic, but demand has dropped as consumers move back to barber shops. In 2024, consumers place a stronger focus on professional services for hair care and beard services. Nonetheless, products that respond to convenience and present versatility, such as multifunctional devices, continue to perform well.

Personal care appliances in Vietnam continued to see healthy retail volume growth rates in 2024. Hair care appliances, body shavers and electric facial cleansers dominated the landscape. Meanwhile, retail volume sales of oral care appliances and “other” personal care appliances remained negligible, although this could open up new avenues in the category in the short to medium term. The demand for personal care appliances was supported by improving disposable incomes and standards of living in Vi

Personal care appliances saw double-digit growth in retail volume terms in 2024 for the third straight year with this being largely fuelled by the surge in demand for oral care appliances. The outbreak of COVID-19 caused consumers to pay more attention to their health and hygiene routines, which included an increased focus on oral hygiene. This led to a rapid rise in sales of oral care appliances with brands such as Oral-B and Colgate winning over consumers with new product development, new inno

Sales of personal care appliances in Indonesia are set to continue their dynamic upward trajectory in retail volume terms in 2024, driven by prevailing fashion and beauty trends, particularly the Korean wave. This trend, popularised by streaming services such as Netflix and Viu, has introduced local Indonesian women to the higher beauty standards of Korean culture, significantly influencing their beauty routines. As a result, products such as hair straighteners and electric facial cleansers have

Personal care appliances experienced positive although minimal retail volume growth in the US in 2023, and this trend is expected to be maintained in 2024. This is actually impressive, given consumers’ pushback from other discretionary expenditures amidst continuing inflation. Innovation continues to drive demand in personal care appliances. Technology, brands’ growing awareness of the diverse needs of their customers, and consumers’ interest in indulging in small ways when bigger-ticket expendi

Retail volume sales of personal care appliances in the United Arab Emirates continue to rise in 2024, with electric toothbrush units demonstrating particularly strong growth. The demand for electric toothbrush units is being driven by an increasing focus on oral hygiene, combined with growing awareness of the effectiveness of electric options over manual alternatives. In contrast, demand for battery toothbrush units, albeit higher than the electric format, is stagnating as local consumers increa

The high cost of living in Nigeria has put the brakes on sales of personal care appliances with many individuals reverting to using traditional methods of personal care. The higher use of hair cream remover, disposable razor blades and shaving sticks resulted in strong volume sales decline of personal care appliances in 2024. Similarly, within dental care, most Nigerians use normal toothbrushes and view electric and battery ones as non-essential products.