Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market overview
- Shaving and hair removal market remains flat
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- Figure 1: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2011-21
- The issues
- Consumers opt for lower-priced options, aging population presents challenges
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- Figure 2: Select shaving and hair removal product usage, by age, January 2017
- Consumers price driven, limited brand loyalty
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- Figure 3: Select shopping and purchase attitudes, January 2017
- The opportunities
- Capitalize on shifting shaving trends
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- Figure 4: Select attitudes toward facial hair and any trial and interest (net) in razors designed for female face, January 2017
- Skin-added benefits could encourage shaving prep purchases
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- Figure 5: Skin frustrations and any trial and interest (net) in shaving prep product innovations, January 2017
- Razor technology to encourage consumers to trade up
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- Figure 6: Razor performance frustrations and any trial and interest (net) in razor innovations, January 2017
- What it means
The Market – What You Need to Know
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- Market struggles amid value-driven mindset
- Non-disposable razors only segment to see growth in 2016
- Men embrace facial hair while women embrace body hair
- E-commerce, subscription services disrupt category
Market Size and Forecast
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- Shaving and hair removal market continues to struggle
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- Figure 7: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2011-21
- Figure 8: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2011-21
Market Breakdown
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- Non-disposable razors only segment to experience growth
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- Figure 9: Share of sales of shaving and hair removal products, by segment, 2016 (est)
- Figure 10: Percentage change in sales of shaving and hair removal products, by segment, 2015-16 (est)
- Shaving and hair removal sales struggle across all retail channels
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- Figure 11: Total US retail sales of shaving and hair removal, by channel, at current prices, 2014 and 2016
Market Perspective
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- Adults spend personal care budget elsewhere
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- Figure 12: Percentage change in US retail sales of personal care products, by category, at current prices, 2016*
- Shifting shaving trends: increasing acceptance of hair
- Shaving prep products face increased competition
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- Figure 13: Share of shaving and hair removal product launches, by product type, 2012-17*
Market Factors
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- Subscription services, online retail disrupt the category
- Despite growing overall population, older adults may temper market
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- Figure 14: Population by age, 2012-22
Key Players – What You Need to Know
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- P&G dominates sales, private label experiences gains
- Gillette leads non-disposables, sensitive claims reach consumers
- Depilatories, shaving creams struggle in saturated market
- Razors incorporate old and smart technology, natural claims in demand
Manufacturer Sales of Shaving and Hair Removal
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- P&G continues to dominate sales, private label steals share
- Manufacturer sales of shaving and hair removal
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- Figure 15: MULO sales of shaving and hair removal products, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Gillette leads non-disposable segment, sparks razor wars
- Non-disposables, refills with sensitive-claims experience success
What’s Struggling?
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- Mass brands struggle amid value-driven mindset
- Depilatories face negative perceptions, shaving cream lags
What’s Next?
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- Resurgence of single-blade razors
- Interest in natural claims could reach shoppers
- Razor technology shake up market
- Expanding men’s grooming routine
The Consumer – What You Need to Know
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- Disposable razors most used
- Despite benefits of non-disposables, shoppers aren’t always willing to spend
- Skin discomfort, razor performance are main category concerns
- Younger men more likely to embrace facial hair, trends
- Positive perceptions of store brands and willingness to switch challenge loyalty
- Despite functional nature of category, product innovations hold appeal
Shaving and Hair Removal Product Usage
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- Price and convenience drive product usage
- Razor usage
- Shaving and other hair removal product usage
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- Figure 16: Shaving and hair removal products used in the past 12 months, January 2017
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- Figure 17: Repertoire of shaving and hair removal products used in the past 12 months, January 2017
- Young adults, men are core demographics
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- Figure 18: Select shaving and hair removal products used in the past 12 months, by gender and age, January 2017
- Hispanics highly engaged in market
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- Figure 19: Select shaving and hair removal products used in the past 12 months, by Hispanic origin, January 2017
Non-disposable and Disposable Razor Attributes
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- Disposable offers convenience, non-disposable offers performance
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- Figure 20: Walmart Email ad, Gillette Mach3 non-disposable razor, 2016
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- Figure 21: Schick Quattro YOU disposable razor print ad, March 2017
- Figure 22: Non-disposable and disposable razor attributes, January 2017
- Younger adults more receptive to benefits of non-disposable razors
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- Figure 23: Select non-disposable razor attributes, by age, January 2017
- Non-disposable brands challenged to stand out
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- Figure 24: Select non-disposable and disposable razor attributes, by household income, January 2017
Category Frustrations
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- Skin discomfort at the root of most category frustrations
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- Figure 25: Category frustrations, January 2017
- Women, young adults express dissatisfaction with shaving experience
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- Figure 26: Select category frustrations, by gender and by age, January 2017
- Focus on in-grown hairs to reach Hispanic, Black adults
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- Figure 27: In-grown hair frustrations, by race and Hispanic origin, January 2017
Men’s Attitudes toward Shaving and Facial Hair
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- Men embrace facial hair
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- Figure 28: Men’s attitudes toward shaving and hair removal, January 2017
- Facial hair more prevalent among younger men
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- Figure 29: Select men’s attitudes toward shaving and hair removal, by age, January 2017
- Black men shave when necessary, find skin benefits to shaving
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- Figure 30: Select men’s attitudes toward shaving and hair removal, by African American origin, January 2017
Shopping and Purchase Attitudes
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- Adults open to different products, some find benefits to online
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- Figure 31: Shopping and purchase attitudes, January 2017
- Women interested in testing products, men seek simplified shopping
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- Figure 32: Dollar Shave Club “Security” ad, November 2014
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- Figure 33: Select shopping and purchase attitudes, by gender, January 2017
- Adults 18-44, Hispanics conduct research, turn to online and services
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- Figure 34: Select shopping and purchase attitudes, by age and by Hispanic origin, January 2017
Trial and Interest in Product Innovations
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- Ingredient claims, multifunctional appeals to consumers
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- Figure 35: Trial and interest in shaving and hair removal innovations- any trial or interest (net), January 2017
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- Figure 36: Trial and interest in shaving and hair removal innovations, January 2017
- Younger consumers open to new product offerings and innovations
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- Figure 37: Trial and interest in multifunctional, premium, and skin benefit innovations- any trial or interest (net), by gender and age, January 2017
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- Figure 38: Trial and interest in technology and customized innovations- any trial or interest (net), by gender and age, January 2017
- Ingredient claims, customization could reach multicultural adults
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- Figure 39: Trial and interest in select shaving and hair removal innovations - any trial or interest (net), by race and Hispanic origin, January 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 40: Percentage of shaving and hair removal products making moisturizing, natural, and sensitive skin claims, 2012-17*
- Figure 41: Usage of razors, by type, August 2011-September 2016
- Market Breakdown
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- Figure 42: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2011-21
- Figure 43: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2011-21
- Figure 44: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014 and 2016
- Figure 45: Total US retail sales and forecast of refill cartridges, at current prices, 2011-21
- Figure 46: Total US retail sales and forecast of disposable razors, at current prices, 2011-21
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- Figure 47: Total US retail sales and forecast of non-disposable razors, at current prices, 2011-21
- Figure 48: Total US retail sales and forecast of shaving cream, at current prices, 2011-21
- Figure 49: Total US retail sales and forecast of depilatories, at current prices, 2011-21
- Retail Channels
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- Figure 50: Total US retail sales of shaving and hair removal, by channel, at current prices, 2011-16
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Appendix – Key Players
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- Figure 51: MULO sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 52: MULO sales of disposable razors, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 53: MULO sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 54: MULO sales of shaving cream, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 55: MULO sales of depilatories, by leading companies and brands, rolling 52 weeks 2016 and 2017
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