Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- The competitive environment
- Insights
- The segments
- Retail picture
- Market drivers
- Companies
- Brand qualities
- Innovators
- The people
- Advertising and promotion
Insights and Opportunities
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- Natural/Organic products
- Marketing to real men
- … but what about the metrosexuals?
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- Figure 1: Incidence of various hair removal by men, by age, March 2008
- Ethnic marketing
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- Figure 2: Use of shaving products by men, by race/ethnicity, March 2008
- Upscale products
- Youth
Market Size and Forecast
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- Key points
- Aging population spells industry challenges
- Upscale could stimulate purchasing
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- Figure 3: U.S. FDMx sales and forecast of shaving and hair removal products at current prices, 2002-12
- Figure 4: U.S. FDMx sales and forecast of shaving and hair removal products at inflation adjusted 2007 prices, 2002-12
- Wal-Mart
Competitive Context
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- Key points
- Pamper me
- Boutique shops appeal to shaving connoisseurs
- Laser hair removal as a permanent solution
- Skip a day…or a month
- The electric/battery shaver alternative
Segment Performance
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- Key points
- Aging population prefers power shavers
- Disposable razors appeal in tough times
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- Figure 5: U.S. FDMx sales and forecast of shaving and hair removal products at current prices, by segment, 2002-12
- Figure 6: U.S. FDMx sales of shaving and hair removal products, by segment, 2005 and 2007
Segment Performance—Refill Cartridges
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- Key points
- Victims of their own success
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- Figure 7: U.S. FDMx sales and forecast of refill cartridges, 2002-12
Segment Performance—Disposable Razors
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- Key points
- The appeal of disposable razors
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- Figure 8: U.S. FDMx sales and forecast of disposable razors, 2002-12
Segment Performance—Non-Disposable Razors
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- Key points
- A segment beholden to product introductions
- Trouble ahead
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- Figure 9: U.S. FDMx sales and forecast of non-disposable razors, 2002-12
Segment Performance—Shaving Cream
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- Key points
- Inexpensive products are the winner
- New marketing efforts may help premium brands
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- Figure 10: U.S. FDMx sales and forecast of shaving cream, 2002-12
Segment Performance—Depilatories
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- Key points
- New products to reinvigorate a fading segment
- Men may be an untapped market
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- Figure 11: U.S. FDMx sales and forecast of depilatories, 2002-12
Retail Channels
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- Key points
- Shaving going upscale
- Boutiques try to gain market share
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- Figure 12: U.S. sales of shaving and hair removal products, by retail channel, 2005 and 2007
Retail Channels—Drugstores
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- Key points
- Retailers hope upscale products will increase margins
- The recession may impede this strategy
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- Figure 13: U.S. sales of shaving and hair removal products at drugstores, 2002-07
Market Drivers
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- Men strive to stay in style
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- Figure 14: Male facial grooming habits, by household income, March 2008
- Facial hair is in (for men)… for a while
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- Figure 15: Male facial grooming habits, by age, March 2008
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- Figure 16: Male population by age, 2002-12
- Reaching puberty sooner
- Factoring in menopause
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- Figure 17: Female population by age, 2002-12
Leading Companies
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- Key points
- Gillette grows
- Energizer Holdings struggles
- BIC gains ground
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- Figure 18: FDMx sales of shaving and hair removal products, by company, 2005 and 2007
Brand Share—Cartridges
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- Key points
- Gillette’s Fusion was a hit
- Quattro sales increase
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- Figure 19: FDMx brand sales of cartridges in the U.S., 2005 and 2007
Brand Share—Disposable Razors
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- Key points
- Fusion and Venus critical to Procter & Gamble
- Noxema gains ground
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- Figure 20: FDMx brand sales of disposable razors in the U.S., 2005 and 2007
Brand Share—Non-Disposable Razors
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- Key points
- Fusion is hot
- Schick repositions itself
- Personna has personality
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- Figure 21: FDMx brand sales of non-disposable razors in the U.S., 2005 and 2007
Brand Share—Shaving Cream
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- Key points
- Fusion, Barbasol, and Pure Silk are popular
- Knowledge knows something
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- Figure 22: FDMx brand sales of shaving cream in the U.S., 2005 and 2007
Brand Share—Depilatories
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- Key points
- Aussie’s Nads may be poised for growth
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- Figure 23: FDMx brand sales of depilatories in the U.S., 2005 and 2007
Brand Qualities
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- Gillette goes for style
- Schick is meticulous
- BIC takes a practical approach
- S.C. Johnson & Son nourishes
- Universal Razor Industries is smart, and traditional
Innovation and Innovators
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- This razor solves a headache
- Special shaving gel for special tasks
- NTX Shaving gel uses bold packaging to drives sales
- Nair wants to remove more hair
- Sally Hansen tries to appeal to men
- More products for men
Advertising and Promotion
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- Overview
- Schick – Energizer Holdings
- BIC
- Gillette
- Nair
- Johnson & Johnson
- Alternative ways to reach people
- TV spots
- Key points
- Sensuality
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- Figure 24: Edge Advanced, 2007
- Figure 25: Skintimate women’s shaving, 2007
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- Figure 26: Nair sensitive formula depilatory, 2007
- Technology
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- Figure 27: Philips Norelco Arcitec, 2007
- Figure 28: Vaniqa facial hair removal, 2007
- Personal empowerment
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- Figure 29: Gillette Venus Embrace, 2007
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- Figure 30: Gillette Fusion Power, 2007
- Identification
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- Figure 31: Schick Intuition plus, 2007
- Figure 32: Wahl male shavers, 2007
Fast Forward Trends
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- Putting more play into shaving
- Younger shavers, younger ideas
Usage
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- Key points
- Who uses what
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- Figure 33: Use of shaving products and accessories, by gender and age, May 2006-June 2007
- Men
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- Figure 34: Use of shaving products by men, by age, March 2008
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- Figure 35: Type of razor blades used by males, by age, May 2006-June 2007
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- Figure 36: Type of shaving cream or gel used by males, May 2006-June 2007
- Figure 37: Type of ingredients in shaving cream or gel used by males, May 2006-June 2007
- Women
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- Figure 38: Female shaving/hair removal product use, by age, March 2008
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- Figure 39: Shaving/hair removal products used for bikini area, by females, by age, March 2008
Brands
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- Key points
- Popularity of brands – male preferences
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- Figure 40: Brands of disposable razors/shavers used by men, May 2006-June 2007
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- Figure 41: Brands of electric and battery shavers used by males, by age May 2006-June 2007
- Popularity of brands – female preferences
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- Figure 42: Brands of disposable razors/shavers used by women, May 2006-June 2007
Female Attitudes and Motivations
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- Figure 43: Female shaving/hair removal product usage and purchase behaviors, by age, March 2008
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- Figure 44: Female attitudes about shaving/hair removal procedures, by age, March 2008
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Race and Ethnicity
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- Key points
- Men
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- Figure 45: Male use of shaving proucts and accessories, by race/ethnicity, May 2006-June 2007
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- Figure 46: Brand of shaving cream or gel used by males, by race/ethnicity, May 2006-June 2007
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- Figure 47: Use of hair removal products and procedures by Men in past six months, by race/ethnicity, March 2008
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- Figure 48: Male facial grooming habits, by race/ethnicity, March 2008
- Women
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- Figure 49: Female use of shaving accessories, by race/ethnicity, May 2006-June 2007
- Underarms
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- Figure 50: Female shaving/hair removal product use for underarms, by race/ethnicity, March 2008
- Legs
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- Figure 51: Female shaving/hair removal product use for legs, by race/ethnicity, March 2008
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- Figure 52: Female shaving/hair removal product purchasing and usage habits, by race/ethnicity, March 2008
- Bikini area
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- Figure 53: Female shaving/hair removal product use for bikini area, by race/ethnicity, March 2008
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- Figure 54: Female attitudes about shaving/hair removal procedures, by race/ethnicity, March 2008
Cluster Analysis – Men
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- Key points
- Male cluster shaving and product usage
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- Figure 55: Male shaving product users clusters, March 2008
- Figure 56: Use of shaving accessories by male shaving clusters, March 2008
- Figure 57: Shaving products used by male shaving clusters, March 2008
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- Figure 58: Hair removal in areas other than face by male shaving clusters, March 2008
- Figure 59: Male facial hair maintenance by male shaving clusters, March 2008
- Male cluster demographics
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- Figure 60: Male shaving product users clusters by age group, March 2008
- Figure 61: Male shaving product users clusters by income group, March 2008
- Figure 62: Male shaving product users clusters by race, March 2008
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- Figure 63: Male shaving product users clusters by Hispanic origin, March 2008
- Methodology
Cluster Analysis – Women
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- Key points
- Female cluster shaving and product usage
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- Figure 64: Female hair removal or shaving product user clusters, March 2008
- Figure 65: Attitudes towards shaving products by female clusters, March 2008
- Figure 66: Products used for various body areas by female clusters, March 2008
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- Figure 67: Attitudes toward professional hair removal services by female clusters, March 2008
- Female cluster demographics
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- Figure 68: Female hair removal or shaving product user clusters by age group, March 2008
- Figure 69: Female hair removal or shaving product user clusters by income group, March 2008
- Figure 70: Female hair removal or shaving product user clusters by race, March 2008
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- Figure 71: Female hair removal or shaving product user clusters by Hispanic origin, March 2008
- Methodology
Custom Consumer Groups
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- Key points
- Men
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- Figure 72: Use of shavers by men, by age and race/ethnicity, March 2008
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- Figure 73: Use of shaving products by men, by age and race/ethnicity, March 2008
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- Figure 74: Male facial grooming habits, by age and race/ethnicity, March 2008
- Women
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- Figure 75: Female shaving/hair removal product usage and purchasing behaviors, by race/ethnicity and age, March 2008
- Underarms
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- Figure 76: Female shaving/hair removal product use for underarms, by race/ethnicity and age, March 2008
- Legs
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- Figure 77: Female shaving/hair removal product use for legs, by race/ethnicity and age, March 2008
- Bikini area
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- Figure 78: Female shaving/hair removal product use, by race/ethnicity and age, March 2008
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- Figure 79: Female attitudes about shaving/hair removal procedures, by race/ethnicity and age, March 2008
IRI/Builders Panel Data
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- Consumer insights—disposable razors and shaving cream
- Disposable razors
- Disposable razors: brand leaders by household penetration
- Disposable razors: brand leaders by loyalty
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- Figure 80: Top 10 disposable razor brands, by household penetration for y/e June 24, 2007
- Figure 81: Top 10 disposable razor brands, by brand loyalty for y/e June 24, 2007
- Shaving cream
- Shaving cream: by household penetration
- Shaving cream: by brand loyalty
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- Figure 82: Top 10 shaving cream brands, by household penetration for y/e June 24, 2007
- Figure 83: Top 10 shaving cream brands, by brand loyalty for y/e June 24, 2007
Appendix: IRI/Builders Panel Data Definitions
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