Personal care appliances is experiencing a significant shift towards premiumisation in Japan, driven by consumers' willingness to invest in health and beauty. Despite a 1% decline in retail volume to 29.8 million units in 2025 personal care appliances saw growth in value sales. The average unit price of hair dryers doubled over the 10 years from 2014 to 2024, with brands like Panasonic introducing new value propositions such as the Nanocare Ultimate hair dryer, priced over JPY80,000. The premium

Personal care appliances in Turkey experienced significant growth in 2025, driven by consumer demand for professional-grade results at home and the premiumisation trend. Higher value growth than volume was supported by increasing median disposable income per household. Sales are forecast to continue growing, driven by the rising demand for professional care at home. E-commerce continues to gain share. To succeed, brands should focus on innovation, omnichannel strategies, and health-driven produc

Personal care appliances in Singapore experienced significant solid retail volume growth of 2% in 2025, driven by consumer demand for advanced and affordable products. The category’s performance can be attributed to the increasing availability of value-for-money brands, influenced by Korean and Chinese cultural trends, and the significant role of social media and influencers in promoting products. As consumers continue to prioritise health and wellness, the category is expected to experience fur

Personal care appliances in Saudi Arabia experienced significant retail volume growth in 2025, driven by a youth-dominated, tech-savvy population. It is attractive due to its growth potential, driven by factors such as an increasing urban population, rising disposable incomes, and a growing focus on self-care and wellness. Sales are forecast to continue their steady growth over the forecast period, driven by rising demand for innovative and technologically advanced products. Brands that invest i

Personal care appliances in the UK is characterised by a trend towards convenience and customisation, which drove current value growth in 2025 despite a marginal retail volume decline. With a rising median disposable income per household, consumers were willing to spend on products that simplified tasks and offered personalised experiences. The dominance of e-commerce as a retail channel further supported this trend, as consumers preferred the convenience of online shopping. Looking ahead, perso

Personal care appliances in Canada experienced a low decline in retail volume sales in 2025, partly due to economic pressures despite a rise in the median disposable income per household. The market remains attractive due to the growing interest in health and wellness, driving demand for products like electric toothbrush units, hair care appliances, and devices such as massagers and infrared tools. Oral care appliances remained the largest volume category, driven by consumer investment in better

Personal care appliances in Mexico experienced a decline of 2% in retail volume sales in 2025, yet still managed to grow in current value terms, driven by consumers' increasing focus on self-care and wellbeing. The median disposable income per household in Mexico was approaching MXN559,000 in 2025, indicating a relatively stable economic context. The adoption of smart and AI-powered technology was a significant trend, with consumers seeking devices adapted to their personal needs and offering im

Although retail volumes of personal care appliances remained static in China in 2025, slight retail value growth was seen. Stability was driven by appliance subsidy programmes and the rising median disposable income per household, which approached CNY100,000 in 2025. Meanwhile, increasing demand for high-quality products drove value growth. Despite high penetration of personal care appliances the category remains attractive due to innovation, with trends such as smart technology, cordless and po

Personal care appliances in Brazil demonstrated robust volume growth in 2025, driven by an increasing consumer focus on health and wellness, and a rising inclination towards online shopping. The attractiveness of the category was underscored by a positive economic scenario, with median disposable income per household rising in 2025, supporting consumer spending. Key players like Mondial have strengthened their sales through strategic expansions and investments in e-commerce. The trend towards co

Personal care appliances in Australia experienced stable growth in 2025, driven by social media influence and consumer demand for personalised products. With a retail volume of 7.4 million units, hair care appliances dominated demand, while body shavers saw dynamic growth. The category is expected to continue growing over the forecast period. To succeed, brands must focus on innovation, credible storytelling, and practical improvements, such as multifunctionality and sustainability.

US personal care appliances is seeing steady growth in 2025, fuelled by health and wellness trends and regular replacements. Body shavers is rising fastest in volume terms, recording 1% growth to reach 20.1 million units. Hair care appliances leads value sales as consumers seek salon-quality results at home through innovations like infrared drying and scalp care. Premiumisation and technology-driven features are set to expand further, with e-commerce surpassing half of total sales.

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