Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Shaving and hair removal market continues to decline
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- Figure 1: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2013-23
- Consumers turn to lower-priced razors
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- Figure 2: Usage of razors, June 2018
- Aging population presents challenges as hair removal needs lessen with age
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- Figure 3: Usage of select razors and products, by age, June 2018
- Younger women feel less pressure to shave
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- Figure 4: Attitude toward women having underarm hair, by gender and age, June 2018
- The opportunities
- Eco-friendly razors have potential
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- Figure 5: Any trial or interest (net) in eco-friendly products and select attitude toward disposable razors, June 2018
- Male facial hair trends increase need for maintenance tools
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- Figure 6: Select attitudes and behaviors toward shaving and hair removal, by male and age, June 2018
- What it means
The Market – What You Need to Know
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- Shaving and hair removal market continues to struggle
- All segments see declines; price competition challenges refill cartridges
- Shaving and hair removal trends impact product usage
- Online retailers, subscription services, and population trends impact market
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 products market, at current prices, 2013-23
- Figure 8: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2013-23
Market Breakdown
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- All segments experience declining sales
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- Figure 9: Share of shaving and hair removal products sales, by segment, 2018 (est)
- Refill cartridges challenged by price sensitivity
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- Figure 10: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2016 and 2018
- Other retailers continue to dominate the market
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- Figure 11: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2013-18
Market Perspective
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- Shaving and hair removal trends impact product usage
- Women are feeling less pressure to remove body hair
- Young men are taking a relaxed approach to shaving but still need maintenance tools
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- Figure 12: Select attitudes and behaviors toward shaving and hair removal, by gender and age, June 2018
Market Factors
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- Online retailers and subscription services disrupt category
- An aging population presents market challenges
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- Figure 13: Population aged 18 or older, by age, 2013-23
- Market can benefit from growth in the population of Hispanics
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- Figure 14: Population by race and Hispanic origin, 2013-23
Key Players – What You Need to Know
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- P&G continues to dominate but all leading companies see declines
- Harry’s expands its reach; BiC non-disposable razor experiences gains
- Refill cartridges struggle; other innovations challenge depilatories
- Eco-friendly razors, body hair products, and shower-free razors have potential
Company and Brand Sales of Shaving and Hair Removal Products
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- P&G continues to dominate but all leading companies see declines
- Manufacturer sales of shaving and hair removal products
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- Figure 15: Sales of shaving and hair removal products, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Harry’s sees gains after expanding distribution
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- Figure 16: MULO sales of select Harry’s products, rolling 52 weeks 2017 and 2018
- BiC experiences significant gains in non-disposable razors segment
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- Figure 17: MULO sales of Gillette and BiC non-disposable razors, rolling 52 weeks 2017 and 2018
What’s Struggling?
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- Disposables and shopping behaviors challenge refill cartridges
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- Figure 18: Percent change in value and volume sales of refill cartridges, 2014-18
- Innovations from other categories create competition for depilatories
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- Figure 19: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Next?
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- Eco-friendly razors are taking the spotlight
- Products that nourish female body hair is becoming a must for brands
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- Figure 20: Meet Fur Oil, October 2017
- Razors that provide a shower-free shaving experience have potential
The Consumer – What You Need to Know
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- Usage of razors is nearly universal
- Half of adults report usage of shaving cream; tweezers gain usage
- Most purchases made in-store, but online channels have momentum
- Adults see value in shaving preparation products and disposables
- Shoppers are convenience and price-driven
- Gender-based differences are prevalent in hair removal expectations
- Eco-friendly appeals, though most innovations generate limited interest
Usage of Razors
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- Usage of razors is nearly universal
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- Figure 21: Usage of razors, June 2018
- Men use premium razors, women take a value-driven approach
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- Figure 22: Usage of razors, by gender, June 2018
- Life stage plays a role in razor usage
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- Figure 23: Usage of razors, by age, June 2018
- Hispanics use a variety of razors, while Black adults stick to disposables
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- Figure 24: Usage of razors, by race and Hispanic origin, June 2018
Usage of Shaving and Hair Removal Products
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- Half of adults use shaving cream; tweezers gain usage
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- Figure 25: Usage of shaving and hair removal products, June 2018
- There is a gender divide in usage of shaving and hair removal products
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- Figure 26: Usage of select shaving products, by gender, June 2018
- Younger adults use a wide range of products
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- Figure 27: Usage of select shaving products, by age, June 2018
- Hispanics are highly engaged; Black adults stick to the necessities
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- Figure 28: Usage of select shaving products, by race and Hispanic origin, June 2018
Retailers Shopped
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- Most purchases made in-store, but online channels have momentum
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- Figure 29: Retailers shopped, June 2018
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- Figure 30: In-store vs online, June 2018
- Men make category purchases online
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- Figure 31: Select retailers shopped, by gender, June 2018
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- Figure 32: In-store vs online, by gender, June 2018
- Younger adults shop online, yet seek discounts from in-store retailers
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- Figure 33: Select retailers shopped, by age, June 2018
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- Figure 34: In-store vs online, by age, June 2018
- Black adults gravitate toward discount retailers
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- Figure 35: Select retailers shopped, by race and Hispanic origin, June 2018
Shopping Behaviors
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- Shoppers are convenience and price-driven, some notice the pink tax
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- Figure 36: Shopping behaviors, June 2018
- Women are value-driven
- Men and women both want retailers to expand selection in-store
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- Figure 37: Select shopping and purchase attitudes, by gender, June 2018
- Young adults want more offerings, older adults stick to same brand
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- Figure 38: Select shopping and purchase attitudes, by age, June 2018
- Black adults seek specific brands
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- Figure 39: Select shopping and purchase attitudes, by race and Hispanic origin, June 2018
Attitudes toward Shaving and Hair Removal Products
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- Adults see value in shaving preparation products and disposables
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- Figure 40: Attitudes toward shaving and hair removal products, June 2018
- Men’s attitudes toward shaving products reflects high engagement
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- Figure 41: Select attitudes toward shaving and hair removal products, by gender, June 2018
- Young adults have some negative perceptions toward disposable razors
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- Figure 42: Select attitudes toward shaving and hair removal products, by age, June 2018
- Black adults have positive perceptions of disposable razors
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- Figure 43: Select attitudes toward shaving and hair removal products, by race and Hispanic origin, June 2018
Attitudes and Behaviors toward Shaving and Hair Removal
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- Gender-based differences are prevalent in hair removal expectations
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- Figure 44: Attitudes and behaviors toward shaving and hair removal, June 2018
- Men shave more frequently than women
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- Figure 45: Select attitudes and behaviors toward shaving and hair removal, by gender, June 2018
- There is a generational shift in the expectations of hair removal
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- Figure 46: Select attitudes and behaviors toward shaving and hair removal, by age, June 2018
- Black men keep facial hair looking well-groomed
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- Figure 47: Select attitudes and behaviors toward shaving and hair removal, by race and Hispanic origin, June 2018
Interest in Shaving and Hair Removal Innovations
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- Eco-friendly appeals, though most innovations generate limited interest
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- Figure 48: Interest in shaving and hair removal innovations, June 2018
- Young adults express interest in a variety of innovations
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- Figure 49: Interest in select shaving and hair removal innovations, any trial or interest (net), by gender and age, June 2018
- Hispanics are drawn to eco-friendly innovations
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- Figure 50: Interest in select shaving and hair removal innovations, any trial or interest (net), by race and Hispanic origin, June 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 51: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2013-23
- Figure 52: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2013-23
- Figure 53: Total US retail sales and forecast of refill cartridges, at current prices, 2013-23
- Figure 54: Total US retail sales and forecast of disposable razors, at current prices, 2013-23
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- Figure 55: Total US retail sales and forecast of non-disposable razors, at current prices, 2013-23
- Figure 56: Total US retail sales and forecast of shaving cream, at current prices, 2013-23
- Figure 57: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2013-18
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- Figure 58: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2016 and 2018
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Appendix – Key Players
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- Figure 59: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 60: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 61: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 62: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 63: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2017 and 2018
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