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Shaving and Hair Removal - US - October 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Category overview
Teen girls enter the market sooner
Baby Boomers stay in the market longer
Professional services pose threat to DIY market
Drug stores maintain share of market
P&G dominates market, but Energizer Holdings sees FDMx market share growth
Key findings from Mintel’s consumer research
Men
Women
Teens
INSIGHTS AND OPPORTUNITIES
Make shaving and hair removal a destination aisle
Tie hair removal in more closely with skin care
Tell consumers what they might not know about hair removal
What women want
Don’t forget men of color
Use humor in ads
INSPIRE INSIGHTS
Trend: Brand Review
Trend: Girlie Men
MARKET SIZE AND FORECAST
Key points
2011 marks a period of growth
Sales and forecast of shaving and hair removal products
Figure 1: FDMx sales and forecast of shaving and hair removal products, at current prices, 2006-16
Figure 2: FDMX sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 3: FDMx sales and fan chart forecast of shaving and hair removal products, at current prices, 2006-16
Walmart sales
MARKET DRIVERS
Quest for the fountain of youth means more shaving
Boomers are wanting to look good for longer
Figure 4: Population by generation, 2011
Teen girls entering the market sooner
Figure 5: Types of shaving product used by teen girls, by age, October 2009-December 2010
The growing Hispanic population helps to grow market
Figure 6: Hispanic females, by age, 2006-16
Women want a man who takes care of himself
COMPETITIVE CONTEXT
Professional services compete with retail products
Figure 7: Incidence of using professional hair removal services among women, May-June, 2011
Permanent and alternative hair removal methods become more cost effective
SEGMENT PERFORMANCE
Key points
Refill cartridges remain largest segment, while non-disposable razors fuel market growth
Figure 8: FDMx sales of shaving and hair removal products, by type, 2009 and 2011
SEGMENT PERFORMANCE—REFILL CARTRIDGES
Key point
New product introductions drive sales growth
Sales and forecast of refill cartridges
Figure 9: FDMx sales and forecast of refill cartridges, at current prices, 2006-16
SEGMENT PERFORMANCE—DISPOSABLE RAZORS
Key points
Disposable razors continue upward trend
Sales and forecast of disposable razors
Figure 10: FDMx sales and forecast of disposable razors, at current prices, 2006-16
SEGMENT PERFORMANCE—NON-DISPOSABLE RAZORS
Key points
Non-disposable razors thrive in 2010-11
Sales and forecast of non-disposable razors
Figure 11: FDMx sales and forecast of non-disposable razors, at current prices, 2006-16
SEGMENT PERFORMANCE—SHAVING CREAM
Key points
Manufacturers push shaving cream to improve shaving experience
Sales and forecast of shaving cream
Figure 12: FDMx sales and forecast of shaving cream, at current prices, 2006-16
SEGMENT PERFORMANCE—DEPILATORIES
Key points
Segment unable to repeat 2009 gains
Professional services become more convenient and inexpensive
Sales and forecast of depilatories
Figure 13: FDMx sales and forecast of depilatories, at current prices, 2006-16
RETAIL CHANNELS
Drug stores maintain share of market
Figure 14: FDMx sales of shaving and hair removal products, by retail channel, 2009 and 2011
RETAIL CHANNELS—DRUG STORES
Sales through drug stores expected to pick up pace
Walgreens launches website devoted to women’s beauty solutions
Figure 15: FDMx drug store sales of shaving and hair removal products, at current prices, 2006-11
RETAIL CHANNELS—ALL OTHER FDMX CHANNELS
Market share gains by “other” channels fueled by mass merchandisers
Supermarkets have more opportunities to interact with men directly
Reach men through women, sampling
Figure 16: All other FDMx channel sales of shaving and hair removal products, at current prices, 2006-11
LEADING COMPANIES
P&G dominates FDMx market, but Energizer Holdings closes the gap
Consumers look for value
Private label offers acceptable solutions for price-sensitive
Figure 17: Manufacturer sales of shaving and hair removal products at FDMx, 2010 and 2011
BRAND SHARE—REFILL CARTRIDGES
P&G leads the segment, but loses share
Intro of Schick Hydro 5 leads to gain of two share points
Figure 18: Selected brand sales and market share of refill cartridges at FDMx, 2010 and 2011
BRAND SHARE—DISPOSABLE RAZORS
Brands that offer value show strongest growth over review period
Figure 19: Selected brand sales and market share of disposable razors at FDMx, 2010 and 2011
BRAND SHARE—NON-DISPOSABLE RAZORS
Fusion ProGlide cements P&G’s position as top non-disposable razor brand
Intro of Schick Hydro 5 leads to gain of share
Figure 20: Selected brand sales and market share of non-disposable razors at FDMx, 2010 and 2011
BRAND SHARE—SHAVING CREAM
Pampering products, value-based products see most FDMx growth
Figure 21: Selected brand sales and market share of shaving cream at FDMx, 2010 and 2011
BRAND SHARE—DEPILATORIES
Manufacturers scramble to introduce compelling new products in only segment posting decline
Figure 22: Selected brand sales and market share of depilatories at FDMx, 2010 and 2011
INNOVATIONS AND INNOVATORS
New product introductions decline sharply from 2006-11
Figure 23: U.S. new product introductions in shaving and hair removal, by subcategory, 2006-11
Products for men lead positioning claims
Figure 24: U.S. new shaving and hair removal product introductions, by top claims, 2006-11
Manufacturers leverage existing brands with new varieties and range extensions
Figure 25: U.S. new shaving and hair removal product introductions, by launch type, 2006-11
An upscale disposable option from BiC
MARKETING STRATEGIES
Online and social media garner growing share of ad dollars
Gillette leverages social media for Fusion ProGlide
Schick creates web-based production for Schick Hydro, and posts ads for Xtreme3 Refresh on Facebook
VEET offers Facebook friends 28 “Beautiful” days
Advertising review
Schick Hydro
Figure 26: Schick Hydro, October 2010
Schick Quattro for Women TrimStyle
Figure 27: Schick Quattro for Women TrimStyle, March 2011
Gillette Venus
Figure 28: Gillette Venus featuring Jennifer Lopez, February 2011
AquaVelva aftershave
Figure 29: AquaVelva aftershave, February 2011
Gillette Fusion ProGlide
Figure 30: Gillette Fusion ProGlide Challenge, May 2011
VEET Wax Strips
Figure 31: Veet wax strips, March 2011
MEN’S SHAVING AND HAIR REMOVAL PRODUCT USE
Key points
Nearly all men use some type of shaving and hair removal product
Figure 32: Types of shaving and hair removal product used by men, by age, February 2010-March 2011
Brands of shaving cream used
Figure 33: Brands of shaving cream/gel used by men, by age, February 2010-March 2011
Brands of refill cartridges for non-disposable razors used
Figure 34: Brands of refill cartridges for non-disposable razors used by men, by age, February 2010-March 2011
Brands of disposable razor used
Figure 35: Brands of disposable razor used by men, by age, February 2010-March 2011
Older men more likely to use ancillary shaving products
Figure 36: Use of selected shaving products, by age, May-June, 2011
Aftershave a must-have for black and Hispanic men
Figure 37: Use of selected shaving products, by race/Hispanic origin, May-June, 2011
MEN’S FACIAL HAIR AND SHAVING PREFERENCES
Key points
Men clearly prefer non-disposable razors for their faces
Figure 38: Type of shaver used, by age, May-June, 2011
Electric shaver use not influenced by household income
Figure 39: Type of shaver used, by household income, May-June, 2011
White men much more likely than others to use non-disposable razors
Figure 40: Type of shaver used, by race/Hispanic origin, May-June, 2011
Infrequent shavers prefer electric shavers
Figure 41: Type of shaver used, May-June, 2011
More than half of men keep a clean shave
Figure 42: How men maintain facial appearance, by age, May-June, 2011
Preference for clean shave rises with income
Figure 43: How men maintain facial appearance, by household income, May-June, 2011
White and Hispanic men prefer clean shave; black men twice as likely to wear mustache and goatee
Figure 44: How men maintain facial appearance by race/Hispanic origin, May-June, 2011
One in three men shave every day
Figure 45: Face shaving frequency, by age, May-June, 2011
Frequency of shaving rises with household income
Figure 46: Face shaving frequency, by household income, May-June, 2011
Black men are least frequent shavers
Figure 47: Face shaving frequency, by race/Hispanic origin, May-June, 2011
Younger men much more likely to have eyebrows done and body waxed
Figure 48: Other areas of hair removal tried, by age, May-June, 2011
White and Hispanic men complement clean shave with eyebrow grooming
Figure 49: Other areas of hair removal tried, by race/Hispanic origin, May-June, 2011
WOMEN’S SHAVING AND HAIR REMOVAL PRODUCT USE
Key points
Women’s use of hair removal products drops sharply at age 65
Figure 50: Use of hair removal, by age, May-June, 2011
Incidence of use lowest among black women
Figure 51: Use of hair removal, by race/Hispanic origin, May-June, 2011
Use of non-disposable razors and depilatories skews younger
Figure 52: Types of shaving and hair removal products used by women, by age, February 2010-March 2011
Gillette tops disposable razor brands used
Figure 53: Brands of disposable razor used by women, by age, February 2010-March 2011
Non-disposable cartridge preferences mirror FDMx sales
Figure 54: Brands of refill cartridges for non-disposable razors used by women, by age, February 2010-March 2011
Skintimate is women’s favorite shave gel brand
Figure 55: Brands of shaving cream/gel used by women, by age, February 2010-March 2011
Nair the hair removal favorite among older women; Sally Hansen holds sway with young women
Figure 56: Brands of hair removal used by women, by age, February 2010-March 2011
Younger women more likely to be influenced by brand
Figure 57: Selection criteria for shaving cream/gels, by age, May-June, 2011
Black and Hispanic women more likely to be brand loyal
Figure 58: Selection criteria for shaving cream/gels, by race/Hispanic origin, May-June, 2011
WOMEN’S USE OF PROFESSIONAL HAIR REMOVAL SERVICES
Key point
Professional services most popular among young women
Figure 59: Incidence of using professional hair removal services, by age, May-June, 2011
Price of pro services is a barrier to use across income groups
Figure 60: Incidence of using professional hair removal services, by household income, May-June, 2011
Hispanic women more likely to have had pro services
Figure 61: Incidence of using professional hair removal services, by race/Hispanic origin, May-June, 2011
TEENS’ SHAVING AND HAIR REMOVAL PRODUCT USE
Key points
Teen use of shaving products
Figure 62: Types of shaving product used by teens, by gender and age, October 2009-December 2010
Brands used
Disposable razors
Figure 63: Brands of disposable razors used by teens, by gender, October 2009-December 2010
Shaving cream/gel
Figure 64: Brands of shaving cream/gel used by teens, by gender, October 2009-December 2010
Refill cartridges for non-disposable razors
Figure 65: Brands of razor blades for non-disposable shavers used by teens, by gender, October 2009-December 2010
CUSTOM CONSUMER GROUPS
Married men go for a clean shave; single men maintain facial hair
Figure 66: How men maintain facial appearance, by marital/relationship status, May-June, 2011
Figure 67: Face shaving frequency, by marital/relationship status, May-June, 2011
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
Disposable razors
Consumer insights on key purchase measures
Brand map
Figure 68: Brand map, selected brands of disposables buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 69: Key purchase measures for the top brands of disposables, by household penetration, 2010*
 SHAVING CREAM
Consumer insights on key purchase measures
Brand map
Figure 70: Brand map, selected brands of shaving cream buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 71: Key purchase measures for the top brands of shaving cream, by household penetration, 2010*
APPENDIX—TRADE ASSOCIATIONS

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