COMPETITIVE LANDSCAPE
Leading players maintain dominance, but the competition rises from emerging companies
Personal care appliances in Mexico is characterised by concentration at the top, with the top three players, Corporación Milenium, Rayovac México SA de CV, and Helen of Troy México S de RL de CV, together accounting for more than half of retail volume sales. In 2025, Corporación Milenium led with a 28% share, followed by Rayovac México with 14%, and Helen of Troy México with 13%.
Retail e-commerce presents opportunities for new entrants
The rise of retail e-commerce and direct-to-consumer channels has created opportunities for new entrants and smaller brands to compete with established players. For instance, brands such as Foreo and Dyson have bolstered their direct-to-consumer offerings through online stores, featuring exclusive benefits and promotions to attract new customers and increase sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Personal Care Appliances industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Care Appliances in Mexico report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Care Appliances in Mexico?
- Which are the leading brands in Mexico?
- How are products distributed in Mexico?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Mexico - Category analysis
KEY DATA FINDINGS
Smart products, self-care, and wellness propel value growth in personal care appliances
Stable economy and demand for self-care drive value growth despite volume decline
Hair care appliances leads sales, but sees another year of volume decline
Smart technology revolutionises personal care routines
Premiumisation anticipated, with demand for smart and wellness-focused devices
Retail e-commerce and direct-to-consumer channels will redefine distribution
Sustainability and design will become key differentiators
Leading players maintain dominance, but the competition rises from emerging companies
Retail e-commerce presents opportunities for new entrants
Offline retail continues to dominate due to advice from staff and the desire to see products
Retail e-commerce drives growth with convenience and promotions
Direct-to-consumer sales rise with investments in online stores
Smart technology and demand for wellness drive premiumisation
Consumer Appliances in Mexico - Industry Overview
Rising incomes drive premiumisation and smart tech adoption in consumer appliances
Flat volume growth, although value growth is driven by premiumisation in many categories
Premiumisation and sustainability shape the consumer appliances landscape
Rising incomes and premiumisation will contribute to a return to growth
Growing environmental awareness set to impact sales, especially in air conditioners
Retail e-commerce expected to gain traction due to its convenience
Leading players maintain dominance through customer loyalty and innovation
Stable leadership, but opportunities for niche players
General merchandise stores and hypermarkets lead distribution
Retail e-commerce gains traction with convenience and competitive pricing
LG drives energy efficiency with intelligent air conditioning solutions
Premium positioning for SharkNinja, with quality, design, and technology
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Personal Care Appliances research and analysis database.
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