There are a number of trends causing shake-ups in the personal care appliance market, leading to some interesting questions.
- Why is a vacuum company making hair dryers?
- How do the increasingly active lifestyles of elderly Americans present an opportunity for appliance companies?
- And what on Earth is “peak beard”?
If you want the answers to all these questions (and more), read on.
1. Luxury Products on the Rise
Across all product segments, US consumers are increasingly purchasing high-end appliances for their personal care needs. While simple, lower-end appliances will continue to dominate sales in volume terms, rising income and confidence levels are leading consumers to purchase pricier models with additional features.
This trend has even inspired Dyson – the manufacturer that played a key role in lifting the vacuum cleaner market out of a similar low-price mentality – to launch its own hair dryer featuring (amongst other things) the company’s signature lofty price point.
2. Growing Market for Massagers
It is said that with age, comes wisdom. Unfortunately, age also brings increasing aches and pains. The population aged 65 and older is expected to grow 3.4 percent per year through 2020, faster than any other age group, as members of the Baby Boom generation continue to advance in years. This represents a rapidly growing market for personal massage appliances offering relief from the aches and pains of age.
In addition, trends towards maintaining healthy and active life styles among this age group will support sales, particularly as doctors and health professionals increasingly endorse massage as a method for preventing and treating pain.
3. The Rise and Fall of Beards
The popularity of beards has been a major boon for sales of grooming appliances in recent years, with many men updating their shaving toolkits with devices for trimming and edging facial hair. While some personal care executives believe that we have passed peak beard (i.e., the apex of the facial hair trend), appliances for maintaining beards will likely remain popular until the trend has had time to fade.
That said, the declining popularity of beards won’t necessarily spell dark times for sales of electric grooming appliances. Beard or no, men still need to shave. Trends toward clean-shaven faces can be expected to support demand for products offering quick, clean, and convenient removal of facial hair.
Where to Learn More
Still have questions? Don’t worry, we have you covered. For numbers and analysis covering US personal care appliance demand by product category for 2005-2015 with projections to 2020 see Personal Care Appliances: United States, a report published by the Freedonia Focus Reports division of The Freedonia Group. The report also offers discussion of pertinent trends in trade and US small electrical appliance retail sales. While you’re there, check out some of our other small appliance reports, which include Household Floor Care Appliances: United States and Small Kitchen Appliances: United States.
Steven Richmond
Market Analyst
The Freedonia Group
