Men’s Intimate Care Products Market to Hit USD 65.9 Billion by 2033

Overview

New York, NY – May 19, 2025 – Global Men’s Intimate Care Products Market size is expected to be worth around US$ 65.9 Billion by 2033 from US$ 27.6 Billion in 2023, growing at a CAGR of 9.1% during the forecast period from 2024 to 2033.

Men’s intimate care products include a broad range of offerings such as intimate washes, deodorants, wipes, creams, sprays, and hair removal products. These solutions are designed to promote hygiene, prevent infections, and offer comfort and freshness. The increasing focus on personal wellness, coupled with shifting societal attitudes towards men’s grooming, is supporting product adoption.

Urbanization, higher disposable incomes, and the influence of social media campaigns are also encouraging men, particularly in younger age groups, to invest in intimate care routines. E-commerce platforms and brand collaborations with influencers have further expanded market reach, enabling discreet purchases and improved product accessibility.

Regionally, North America and Europe hold significant market shares due to early product penetration and greater consumer awareness. Meanwhile, the Asia-Pacific region is expected to exhibit the fastest growth owing to evolving lifestyle patterns and rising health consciousness. Innovations in product formulations such as organic ingredients and pH-balanced solutions continue to attract a broader consumer base, positioning the market for sustained growth.

Key Takeaways

• Market Size: The global Men’s Intimate Care Products Market was valued at approximately USD 27.6 billion in 2023 and is projected to reach around USD 65.9 billion by 2033.
• Market Growth: A compound annual growth rate (CAGR) of 9.1% is expected to be observed during the forecast period from 2024 to 2033, reflecting sustained consumer demand and market penetration.
• Product Analysis: Within the product landscape, intimate washes have emerged as the leading category, accounting for a 25% share of the overall market due to their widespread use and daily hygiene applications.
• Nature Analysis: Conventional products currently dominate the market, holding a significant 56% share. Their prevalence is attributed to broader availability, lower cost, and consumer familiarity.
• Distribution Channel Analysis: Hypermarkets and supermarkets have been identified as the primary distribution channels, representing 37% of total market sales in 2023. Their dominance is driven by extensive shelf space, high consumer traffic, and promotional visibility.
• Regional Analysis: North America accounted for 33% of the global market share in 2023, supported by strong consumer awareness, advanced retail infrastructure, and increasing acceptance of male grooming products across diverse demographic segments.

Segmentation Analysis

• Product Analysis: The Men’s Intimate Care Products Market is segmented into washes, wipes, antiperspirants, creams, shaving care products, and others. Intimate washes lead with a 25% market share, driven by increasing focus on daily hygiene. Wipes and antiperspirants follow, favored for their convenience and long-lasting freshness. Creams address hydration and irritation concerns, while shaving care products are tailored for sensitive areas. The ‘others’ category includes niche offerings like powders and sprays, enhancing moisture control and odor prevention.
• Nature Analysis: Conventional products dominate the Men’s Intimate Care Products Market, accounting for 56% of the total share due to their affordability, wide availability, and brand familiarity. These products typically use established formulations trusted by consumers. However, organic products are witnessing increasing demand as men seek natural, chemical-free alternatives. Formulated with plant-based ingredients, organic options appeal to environmentally conscious consumers and those with sensitive skin, and their market share is expected to grow steadily in the coming years.
• Distribution Channel Analysis: Hypermarkets and supermarkets hold a 37% share of the Men’s Intimate Care Products Market, supported by their extensive shelf space and convenience during routine purchases. Specialty stores offer curated product selections and personalized guidance, often featuring premium brands. Departmental stores provide wide product visibility and attract diverse consumers through high footfall. Online retail is rapidly growing, offering ease of access, detailed reviews, and discreet purchases. Other channels such as pharmacies, salons, and direct sales target niche segments with tailored solutions.

Market Segments

By Product

• Washes
• Wipes
• Antiperspirants
• Creams/Moisturizers
• Shaving Care
• Others

By Nature

• Organic Products
• Conventional Products

By Distribution Channel

• Hypermarkets/Supermarkets
• Specialty Stores
• Departmental Stores
• Online Retailers
• Other Sales Channels

Regional Analysis

In 2023, North America accounted for 33% of the global Men’s Intimate Care Products Market, reflecting its dominant position in the industry. This substantial share is supported by high awareness of male personal hygiene, cultural acceptance of grooming practices, and increasing emphasis on self-care among men. The region’s well-developed retail infrastructure ensures convenient access to a broad range of intimate care products, further encouraging product adoption.

Higher disposable income levels across North America allow consumers to prioritize premium and specialized products that offer enhanced comfort and skin protection. Additionally, strategic marketing efforts and educational campaigns by leading brands have significantly influenced consumer attitudes, fostering greater acceptance and routine usage of intimate hygiene solutions. Continuous product innovation aimed at addressing specific male needs also contributes to the region’s market growth, reinforcing North America’s position as a key revenue contributor.

Emerging Trends

• Rise in Antifungal–Focused Formulations: The prevalence of fungal skin infections such as jock itch (tinea cruris) has driven demand for products with antifungal actives. It is estimated that up to 25 percent of people worldwide experience ringworm at some point in their lives, with jock itch being a common manifestation in men. This has prompted brands to introduce washes and wipes containing gentle antifungals or soothing agents to both treat and prevent recurrence.
• Attention to the Male Genital Microbiome: Emerging scientific literature underscores that the male genital tract hosts a complex community of bacteria genera such as Corynebacterium, Prevotella, and Staphylococcus which may influence skin health and disease risk. Though research remains limited, this insight is encouraging formulators to develop pH-balanced, microbiome-friendly intimate washes designed to support protective bacterial communities rather than disrupt them.
• Government Guidelines Favor Gentle, Emollient Cleansers: Public health advisories now recommend avoiding harsh soaps and fragranced products in the genital area. NHS guidance, for example, advises men to wash with plain water or an emollient (e.g., aqueous cream) and to avoid bubble baths or shower gels that can strip natural oils and irritate sensitive skin. This has spurred development of non-soap, emollient-based washes tailored for daily use.
• Increased Emphasis on Hygiene Amid Rising STI Rates: With over 2.4 million cases of syphilis, gonorrhea, and chlamydia reported in 2023 including 1.6 million chlamydia and 600 000 gonorrhea cases—there is growing recognition of the role of personal hygiene in comprehensive sexual health strategies. Manufacturers are responding by marketing intimate care products as complementary to condom use and regular screening, emphasizing gentle cleansing before and after sexual activity.

Use Cases

• Prevention of Fungal Infections: Regular use of pH-balanced intimate washes containing antifungal agents can help reduce jock itch, which affects up to 25 percent of individuals at some point. Incorporating these washes into daily routines supports both treatment and prevention of recurrence.
• Catheter-Related Care to Prevent Urinary Tract Infections: Men with indwelling urinary catheters are advised to wash the genital area—including under the foreskin—with mild soap and water daily to lower infection risk. This practice, supported by NHS guidelines, prevents bacterial buildup around catheter entry sites.
• Skin Protection for People with Diabetes: Diabetes increases susceptibility to fungal nail and skin infections. CDC data indicate that onychomycosis affects around 14 percent of the general population and is more common in adults with diabetes. Gentle intimate washes can help maintain skin integrity and reduce fungal overgrowth in warm, moist areas.
• Complement to Sexual Health Practices: As part of a holistic sexual health regimen, gentle intimate cleansing before and after intercourse can help remove excess moisture and potential pathogens. With 48 percent of all reported STIs occurring among those aged 15–24, this practice is particularly relevant for sexually active young men.
• Support for Aging Skin: Older adults face higher rates of skin challenges, including fungal nail infections (14 percent prevalence). Formulations with moisturizing and barrier-protective properties can alleviate dryness and cracking in the genital region, improving comfort and reducing infection risk.

Conclusion

The Men’s Intimate Care Products Market is poised for sustained growth, driven by rising awareness of male hygiene, evolving grooming habits, and increasing acceptance of intimate care as part of men’s wellness routines. Product innovation, including pH-balanced and antifungal formulations, is addressing specific health concerns, while expanding retail access particularly through online and specialty channels continues to broaden consumer reach.

North America leads the market, but emerging demand in Asia-Pacific highlights global growth potential. As public health guidance and consumer preferences shift toward gentle, targeted care, the market is expected to evolve with a focus on safety, comfort, and preventive hygiene.