What you need to know

Although facial and body hair removal remained stable, the size of the shaving and hair removal category has declined for the fourth consecutive year in 2019 and is estimated to decline by a further 3.5% in 2020. The trend is driven by price-sensitive shopping behaviours as well as reduced frequency of hair removal, behaviours which will be amplified by the COVID-19 outbreak. The lockdown period will see hair removal routines relax, whilst price sensitivities will be heightened as household finances are squeezed.

However, interest in innovation is strong, indicating growth opportunities for brands to increase spend by tapping into consumer desire for personalisation as well as eco-friendly formats.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behaviour and the Shaving and Hair Removal market.

  • How the market will fare the post-COVID-19 slowdown

  • The value of individual segments and brand performance in 2019

  • Launch activity and consumer interest in innovation

  • Hair removal behaviours amongst consumers and methods used

Products covered in this Report

This Report examines the UK market for men’s and women’s shaving and hair removal products. The following home-use products are included in the scope of the Report:

  • Wet shave hardware, including disposable razors, shaving systems and replacement blades for wet shaving to be used by both men and women.

  • Electric and battery shavers (including epilators), Electric shavers, such as Remington Microscreen and Braun °CoolTec, are also referred to as electric hardware. Beard or hair trimmers are not included, however. Women’s electric shavers, such as Philips Ladyshave, as well as epilators are also covered under electric hardware. All-over body hair removers, such as Philips Bodygroom, are also included.

  • Shaving preparations, which include products such as gels, foams, creams, lotions and oils that are used to lubricate prior to wet shaving. Such products may be targeted at both men and women.

  • Depilatory products and bleaches, which include depilatory creams and lotions, waxing and sugaring products for home use. Bleaches such as Jolen that lighten excess dark hair, eg facial hair, are also included.

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