Table of Contents
Executive Summary
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- Figure 1: Short, medium and long term impact of COVID-19 on shaving and hair removal, April 2020
- The issues
- Shaving and hair removal market expected to see a short-term hit due to COVID-19
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- Figure 2: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
- Adults turn to lower-priced razors
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- Figure 3: Usage of razors, January 2020
- Adults take a relaxed approach to shaving and hair removal
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- Figure 4: Usage behavior of shaving and hair removal products, January 2020
- Frequent usage of professional hair removal services creates challenges
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- Figure 5: Usage frequency of professional hair removal services, January 2020
- Young adults hold brands accountable for plastic waste
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- Figure 6: Select attitudes and behaviors toward shaving and hair removal products, by age, January 2020
- The opportunities
- Men are highly engaged and invested in their grooming routines
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- Figure 7: Select product usage and shaving and hair removal routines, by gender, January 2020
- Adults express strong interest in innovations
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- Figure 8: Trial and interest in select product innovations, any trial or interest (net), January 2020
- What it means/what’s next
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The Impact of COVID-19 on Shaving and Hair Removal
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- What you need to know
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- Figure 9: Short, medium and long term impact of COVID-19 on shaving and hair removal, April 2020
- Opportunities and Threats
- Market will take a short-term hit with limited long-term impact
- Need for home maintenance and self-care points to opportunities
- The crisis will reinforce growing environmental concerns
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- Figure 10: Instagram post about improved air quality
- COVID-19 will impact the evolution of clean beauty
- Impact on the shaving and hair removal products market
- 2020 will see slower sales growth than previously expected
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- Figure 11: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2014-24
- Shifts in consumer behavior
- Short term panic buying will lead to sales dip
- Quarantine impacts facial hair trends
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- Figure 12: Instagram posts with #quarantinebeard
- Those who use professional services turn to at-home products
- Key consumer segments
- Consumers will look to brands that provide support and focus on community
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- Figure 13: Waksé Instagram post
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- Figure 14: Instagram post from Flamingo
- How a COVID-19 recession will reshape the shaving and hair removal industry
- Economic insecurity leads to higher price sensitivity
- Changing needs create a new path for the industry
- Traditional distribution channels will continue to be challenged
- COVID-19: US context
The Market – What You Need to Know
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- Shaving and hair removal market expects short-term hit due to COVID-19
- Non-disposables see gains, while disposables see declines; other retailers dominate sales
- Potential for bans on plastic used in BPC products
Market Size and Forecast
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- Shaving and hair removal market expects short-term hit due to COVID-19
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- Figure 15: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2014-24
Market Breakdown
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- Non-disposables and refill cartridges see gains, while disposable sales decline
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- Figure 16: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
- Other retailers dominate market sales
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- Figure 17: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2014-19
Market Factors
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- Potential for bans on plastic used in BPC products
Key Players – What You Need to Know
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- Smaller brands are stealing share from leading players
- New entrants are disrupting the market; subscription services become mainstream
- High-quality yet affordable non-disposable razors challenge disposables
- Expect new innovations to hit the market
Company and Brand Sales of Shaving and Hair Removal Products Market
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- Smaller brands are stealing share from leading brands
- Sales of shaving and hair removal products by company
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- Figure 18: Multi-outlet sales of shaving and hair removal, by leading companies, rolling 52 weeks 2019 and 2020
What’s Working?
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- Smaller brands see gains in all segments…
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- Figure 19: MULO sales of Harry’s, Flamingo and Joy/Glee products, rolling 52 weeks 2019 and 2020
- …but need a boost in brand awareness
- Billie’s messaging aligns with younger adults’ values but needs a boost in awareness
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- Figure 20: Instagram post about Billie
- Figure 21: Correspondence analysis – Symmetrical map – Brand perceptions, January 2020
- Methodology
- Razor subscription services are hitting the mainstream
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- Figure 22: Gillette Venus Direct Club Instagram photos
What’s Struggling?
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- Disposable razors continue to struggle in competitive environment
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- Figure 23: Total US retail sales of disposable razors and non-disposable razors, by segment, at current prices, 2017 and 2019
- Figure 24: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
What’s Next?
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- Professional hair removal increases the need for post-service care
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- Figure 25: iS Clinical’s SHEALD Recovery Balm
- Expect more solutions to plastic pollution
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- Figure 26: Bulldog Skincare for Men Original Bamboo Razor
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- Figure 27: Preserve Ocean Plastic Shave Razor
- Time to wave goodbye to traditional gendered products
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- Figure 28: Dollar Shave Club’s Getting Ready campaign video
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- Figure 29: BIC Made for YOU Razor
- Say hello to new and improved at-home wax kits and depilatories
- Who is already doing this?
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- Figure 30: Instagram post of Waksé products
- Figure 31: Leg Mask by Nair
The Consumer – What You Need to Know
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- Most adults remove unwanted hair at home
- Nearly all razors experienced an increase in usage
- Usage of shaving and hair removal products rises
- Adults want brands to facilitate waste-free routines
- Adults use products as needed
- Innovations that go beyond functional benefits garner strong interest
At-Home Hair Removal vs Professional Hair Removal Services
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- Most adults remove unwanted hair at home
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- Figure 32: Hair removal area, by location, January 2020
- Younger adults turn to professionals
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- Figure 33: Professional hair removal – area, by age, January 2020
- Lifestage factors impact type of service
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- Figure 34: Types of professional hair removal services, by age, January 2020
Usage of Razors
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- Nearly all razors experienced an increase in usage
- Disposable razors enjoy heaviest usage… for now
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- Figure 35: Usage of razors, June 2018 and January 2020
- Men use premium razors, while women are value driven
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- Figure 36: Usage of razors, by gender, January 2020
- Lifestage factors impact razor usage
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- Figure 37: Usage of razors, by age, January 2020
- Usage of trimmers is driven by Black adults
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- Figure 38: Usage of razors, by race and Hispanic origin, January 2020
Usage of Shaving and Hair Removal Products
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- Usage of shaving and hair removal products rises
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- Figure 39: Usage of shaving and hair removal products, June 2018 and January 2020
- Men use a wide range of products for their shaving routines
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- Figure 40: Usage of shaving and hair removal products, by gender, January 2020
- Adults aged 25-34 use a wide range of products
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- Figure 41: Usage of shaving and hair removal products, by age, January 2020
- Hispanic adults focus on skin health
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- Figure 42: Usage of select shaving and hair removal products, by race and Hispanic origin, January 2020
Attitudes and Behaviors toward Shaving and Hair Removal Products
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- Adults want brands to facilitate waste-free routines
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- Figure 43: Attitudes and behaviors toward shaving and hair removal products, January 2020
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- Figure 44: Instagram post of Gillette Razor Recycling Program
- Young adults want to make eco-conscious purchases
- Younger adults are moving away from gendered products
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- Figure 45: Attitudes and behaviors toward shaving and hair removal products, by age, January 2020
Shaving and Hair Removal Routines
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- Adults use products as-needed
- Those who use professional services will need to find alternatives due to COVID-19
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- Figure 46: Shaving and hair removal routines, January 2020
- Men shave frequently, while women remove hair as-needed
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- Figure 47: Flamingo Mons Mist
- Figure 48: Select shaving and hair removal routines, by gender, January 2020
- Younger adults take a relaxed approach to hair removal
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- Figure 49: Select shaving and hair removal routines, by age, January 2020
- Black men are highly invested in their facial hair grooming routines
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- Figure 50: Shaving and hair removal routines, by race and Hispanic origin, January 2020
Trial and Interest in Product Innovations
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- Innovations that go beyond functional benefits garner strong interest
- Tapping into skincare trends is a must
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- Figure 51: OUI the People’s Sugarcoat
- Embrace gender neutrality
- Consumers want solutions to plastic pollution
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- Figure 52: Trial and interest in product innovations, January 2020
- Women want skin-improving products, not gendered-products
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- Figure 53: Trial and interest in select product innovations, any trial or interest (net), by gender, January 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 54: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2014-24
- Figure 55: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
- Figure 56: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2017 and 2019
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Appendix – Retail Channels
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- Figure 57: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2017 and 2019
- Figure 58: US supermarket sales of shaving and hair removal products, at current prices, 2014-19
- Figure 59: US drugstore sales of shaving and hair removal products, at current prices, 2014-19
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- Figure 60: US sales of shaving and hair removal products through other retail channels, at current prices, 2014-19
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Appendix – Key Players
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- Figure 61: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 62: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 63: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 64: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 65: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2019 and 2020
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