Europe personal care appliances market is forecasted to grow at a CAGR of 3.93% during the forecast period (2021-2026).

- The personal care electrical appliance witnesses significant growth in recent years. One of the key reasons for growing demand for electric operated appliances for grooming is decling consumer expenses on salons. Personal care appliances segment is a sizable market and would witness tremendous growth during the forecast period.

- The demand would remain positive due to the need for curling irons and other styling products. Hair removal appliances are also gaining prominence especially due to growing demand for electric shavers and a shift from manual shavers to electrical shavers and trimmers.

- Moreover, the sales for personal care appliances through online channels have grown in last few months due to the prevailing COVID-9 pandemic across the regions.

Key Market Trends

Growing Demand For Styling Appliances

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The styling tools are designed to meet specific hair concerns of individuals, consumers can choose the products according to their requirements. In Europe, consumers are heavily using hair dryers that can dry hair quickly and to make the hair look smooth and glossy every time after use. These styling tools are mostly preferred to achieve a significant amount of control over their hair compared to drying it, naturally. Further, the hair appliances like straightener, curler, enable consumers to create a variety of hairstyles as required, thereby making it a very popular hair styling tools among people in the region. To meet the growing demand, the key market players operating globally are focusing on expanding their distribution channels and networks in the region. Moreover, The rising requirement of hair styling tools, largely, across professional salons followed by the personal use segment has led to strong growth in the lightweight and compact hair styling equipment such as hair dryers. Furthermore, the growing reliance on using personal products which combine both the aspects of daily use and are travel size have witnessed a strong uptick over the recent years.

United Kingdom Accounts For a Significant Share

There is a growing demand for high power and less intrusive personal care appliances that cater to the convenience of customers. Further, the major factor boosting the growth of this market is rising beauty consciousness among men. Increasing demand for male personal care appliances like trimmer pertaining to growing awareness about self-grooming and ease of using these appliances is boosting the market demand. Moreover, high disposable income and the growing fashion trends in the corporates have redefined the needs of male grooming. Additionally, the growing demand for styling appliances like hair dryers among the female consumers is expected to boost the market demand during the forecast period.

Competitive Landscape

The leading players in the Europe personal care appliances market enjoy a dominant presence across the region. Brand loyalty is a high-impact factor, with the features being a prime parameter. Companies need to have a strong focus on quality, and this attribute plays a pivotal role in brand positioning. The major players in market include Dyson Limited, Conair Corporation, Panasonic Corporation, and others. The product launches with multifunctional properties under each segment is one of the major strategies followed by the companies in the region. The global giants are expanding their distribution by launching their products on various online portals so as to increase their consumer base. The major players are acquiring small firms to consolidate their position in the market.

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