Table of Contents
Executive Summary
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- The market
- COVID-19 outbreak drives decline in value in 2020
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- Figure 1: UK central forecast for value sales of shaving and hair removal products (adjusted for COVID-19), 2014-24
- Impact of COVID-19 on Shaving and Hair Removal
- Long-term impact of COVID-19 will be limited
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- Figure 2: Expected impact of COVID-19 on the shaving and hair removal category, short, medium and long-term, 27th April 2020
- Companies and brands
- Market leaders see minor decline in shaving preparations and depilatories
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- Figure 3: Brand shares in the UK shaving preparations and depilatories market, year ending January 2020
- Top brands face decline in razors and blades
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- Figure 4: Brand shares in the UK razors and blades market, year ending January 2020
- NPD by own-label brands is increasingly competitive
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- Figure 5: New product launches in the UK shaving and depilatories market, by product type, 2016-19
- The consumer
- Body hair removal remains stable
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- Figure 6: Hair removal areas – body, June 2018 and January 2020
- The beard trend could be impacted by COVID-19
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- Figure 7: Hair removal areas - face, June 2018 and January 2020
- Salon hair removal will be impacted by COVID-19
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- Figure 8: Places of hair removal, June 2018 and January 2020
- Shaving is less popular with young women
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- Figure 9: Methods of hair removal, January 2020
- Shaving frequency is in decline
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- Figure 10: Changes in usage of shaving products, January 2020
- Reusable depilatory products can appeal to conscious consumers
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- Figure 11: Changes in usage of waxing/sugaring products and hair removal creams, January 2020
- Price is a powerful purchase driver
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- Figure 12: Purchase drivers for hair removal products, January 2020
- Tidiness and hygiene motivate hair removal
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- Figure 13: Reasons for removing body/facial hair, by gender, January 2020
- Opportunity to explore new benefits
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- Figure 14: Interest in hair removal innovations, January 2020
- What we think
The Impact of COVID-19 on the Shaving and Hair Removal Sector
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- Short, medium and long-term impact on the industry
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- Figure 15: Expected impact of COVID-19 on the shaving and hair removal category, short, medium and long-term, 27th April 2020
- Opportunities and Threats
- Long-term impact of COVID-19 will be limited
- An emotional need for community and co-operation
- Scientific expertise is back in fashion…
- …and the crisis will reinforce growing environmental concerns
- Impact on the market
- 2020 will see an even bigger decline in value than previously expected
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- Figure 16: UK central forecast for value sales of shaving and hair removal products (adjusted for COVID-19), 2014-24
- Shifts in consumer behaviour
- Health and hygiene was a priority in the initial weeks of the outbreak
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- Figure 17: Personal or family behaviour changes as a result of the COVID-19/coronavirus outbreak, 9th April – 16th April 2020
- Overall BPC sees little change in spend
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- Figure 18: Changes in spending habits on BPC, 20th March-16th April
- Impact on key consumer groups
- 16-24s will feel the pinch
- Priorities will shift for women
- Over-55s will become less engaged with hair removal
- Widespread use of facemasks could have a short-term impact on the category
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- Figure 19: Usage of face mask in public as a result of the COVID-19/coronavirus outbreak, 28th February-1st April
- Consumers will look to brands that helped the effort
- How a COVID-19 recession will reshape the industry
- Unemployment will impact discretionary spend
- Hangovers from the last recession will impact behaviours
- Impact on the marketing mix
- Traditional pricing models and distribution channels will continue to be challenged
- Marketing needs to emphasis community and mutual support
- Clean beauty will evolve
- COVID-19: UK context
Issues and Insights
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- Gender neutrality represents an opportunity
- The facts
- The implications
- Personalisation based on skin and hair type appeals to consumers
- The facts
- The implications
The Market – What You Need to Know
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- Fourth year of consecutive decline
- Razors & Blades see further decline
- Groceries remain popular
- Ageing population poses challenges
- Body hair can be beautiful
- COVID-19 will impact routines
Market Size and Forecast
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- Fourth year of consecutive decline
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- Figure 20: UK value sales of men’s and women’s shaving and hair removal products, 2014-19
- Outlook in light of COVID-19
- Minimal impact in the short term by COVID-19
- 2020 will see a bigger decline
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- Figure 21: UK central forecast for value sales of shaving and hair removal products (adjusted for COVID-19), 2014-24
- Figure 22: UK value sales of men’s and women’s shaving and hair removal products (adjusted for COVID-19), 2014-24
- A category in decline pre-COVID-19
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- Figure 23: UK best- and worst-case forecast for value sales of shaving and hair removal products (pre-COVID-19 forecast), 2014-24
- Forecast methodology
Market Segmentation
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- Razors & blades see further decline
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- Figure 24: UK retail value sales of men’s and women’s shaving products and depilatories, by segment, 2018-2019
- NPD in formats could drive depilatories
Channels to Market
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- Groceries remain the preferred channel
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- Figure 25: UK retail value sales of shaving and hair removal products, by outlet type, 2017-19 (est)
- Discounters see the biggest decline
- Online sector could see growth
Market Drivers
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- Ageing population poses challenges to the category
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- Figure 26: Trends in the age structure of the UK population, 2014-24
- Body hair can be beautiful
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- Figure 27: FFS advert, 2018
- Consumers look for eco-friendly alternatives
- ‘Clean’ beauty and transparency remain important
- COVID-19 will impact routines
Companies and Brands – What You Need to Know
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- Market leaders see minor decline in shaving preps and depilatories
- Razor brands see decline in value
- NPD on the increase despite decline in category value
- The shaving and hair removal category embraces gender neutrality
- Advertising spend focuses on TV and digital media
- Brands talk about masculinity and mental health
- Newer brands resonate with those on higher incomes
Market Share
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- Market leaders see minor decline in value
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- Figure 28: Brand shares in the UK shaving preparations and depilatories market, 2019-20
- Top brands face decline in razors and blades
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- Figure 29: Brand shares in the UK razors and blades market, 2019-20
- Cheaper brands gain visibility
Launch Activity and Innovation
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- NPD on the increase despite decline in category value
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- Figure 30: New product launches in the UK shaving and depilatories market, by product type, 2016-19
- Shaving preparations see premium launches
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- Figure 31: Examples of NPD in premium shaving preparation, 2019-20
- Launch activity focused on range extensions
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- Figure 32: New product launches in the UK shaving and hair removal market, by launch type, 2016-19
- Figure 33: Examples of NPD in Superdrug hair removal products, 2019-20
- Dermatologically tested options become more popular
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- Figure 34: Top six fastest-growing claims in the UK shaving and hair removal market, 2017-19
- Linking hair removal with skin-health
- The category embraces gender neutrality
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- Figure 35: Examples of NPD in female hair removal products, 2018-19
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- Figure 36: Examples of NPD in unisex hair removal products, 2019-20
- Carbon neutrality to boost sustainability
- Vegan is trendy
- Brands should go beyond botanicals
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- Figure 37: The Body Shop softening shaving cream for men with maca root & aloe, 2019
- Gillette leads NPD
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- Figure 38: New product launches in the UK shaving and hair removal category, by top ultimate companies and others, 2019
- Figure 39: Gillette SkinGuard Sensitive Razor, P&G, 2019
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- Figure 40: Examples of NPD in own-label shaving preparations, 2019
Advertising and Marketing Activity
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- Advertising spend focuses on TV and digital campaigns
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- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by media type, 2019
- Gillette and Lynx bet on digital advertising
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- Figure 42: Gillette SkinGuard shavng tutorials, 2019
- Figure 43: Lynx Shavetorials advert, 2019
- Advertising expenditure focuses on manual razors
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- Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by product category, 2019
- P&G leads advertising expenditure
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- Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by ultimate company, 2019
- Gillette and Harry’s talk about masculinity
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- Figure 46: Gillette “The Best A Man I Can get” Advert, 2019
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- Figure 47: Harry’s “I am not afraid” Advert, 2019
- Nielsen Ad Intel coverage
Brand Research – Women’s
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- Brand map
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- Figure 48: Attitudes towards and usage of selected brands, February 2020
- Key brand metrics
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- Figure 49: Key metrics for selected brands, February 2020
- Brand attitudes: Boots Smooth Care offers good value
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- Figure 50: Attitudes, by brand, February 2020
- Brand personality: Wilkinson Sword considered accessible
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- Figure 51: Brand personality – macro image, February 2020
- FFS is seen as overhyped and indulgent
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- Figure 52: Brand personality – micro image, February 2020
- Brand analysis
- Boots Smooth Care mainly used by 16-44s
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- Figure 53: User profile of Boots Smooth Care, February 2020
- Wilkinson Sword combines expertise and high quality
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- Figure 54: User profile of Wilkinson Sword, February 2020
- FFS appeals to women with higher incomes
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- Figure 55: User profile of FFS Friction Free Shaving, February 2020
- Avon Works popular among different age and socio-economic groups
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- Figure 56: User profile of Avon Works, February 2020
Brand Research – Men’s
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- Brand map
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- Figure 57: Attitudes towards and usage of selected brands, February 2020
- Key brand metrics
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- Figure 58: Key metrics for selected brands, February 2020
- Brand attitudes: Harry’s is worth paying more for
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- Figure 59: Attitudes, by brand, February 2020
- Brand personality: NIVEA Men perceived as accessible
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- Figure 60: Brand personality – macro image, February 2020
- King of Shaves considered youthful
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- Figure 61: Brand personality – micro image, February 2020
- Brand analysis
- NIVEA Men mainly popular among young men
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- Figure 62: User profile of NIVEA Men, February 2020
- Harry’s resonates with men with higher incomes
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- Figure 63: User profile of Harry’s, February 2020
- Veet Men lacks distinctive features
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- Figure 64: User profile of Veet Men, February 2020
- King of Shaves resonates with young men
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- Figure 65: User profile of King of Shaves, February 2020
The Consumer – What You Need to Know
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- Body hair removal remains stable
- Facial hair removal routines remain the same
- Shaving remains the preferred method of hair removal
- Consumers shave and use depilatory products less frequently
- Price is most important
- Tidiness and hygiene motivate hair removal
- Boosting green features represents an opportunity
Body Hair Removal
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- A note on COVID-19
- Body hair removal remains stable
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- Figure 66: Hair removal areas – body, June 2018 and January 2020
- COVID-19 will impact hair removal rates
- Young men are removing body hair less
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- Figure 67: Hair removal from selected body areas amongst men aged 16-24, June 2018 and January 2020
- Older men remove pubic hair
Facial Hair Removal
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- Facial hair removal routines remain the same
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- Figure 68: Hair removal areas - face, June 2018 and January 2020
- Beards could be impacted by COVID-19
- Eyebrow hair removal sees a rise
- Permanent methods could impact rates of upper lip hair removal
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- Figure 69: Female hair removal from upper lip, by age, June 2018 and January 2020
Methods of Hair Removal
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- Young men visit the salon less
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- Figure 70: Places of hair removal, June 2018 and January 2020
- Wet shaving and plucking declines among young women
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- Figure 71: Methods of hair removal, by gender, January 2020
- Older women opt for dry shaving
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- Figure 72: Dry shaving amongst women aged 55+, June 2018 and January 2020
Changes in Usage of Shaving and Hair Removal Products
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- Consumers shave less frequently
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- Figure 73: Changes in usage of shaving products, by gender, January 2020
- Young consumers lead changes in shaving routines
- Usage of depilatory products is in decline
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- Figure 74: changes in usage of waxing/sugaring products and hair removal creams, January 2020
Purchase Drivers for Hair Removal Products
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- Price is a powerful purchase driver
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- Figure 75: Purchase drivers for hair removal products, by gender, January 2020
- Women look for easy to use hair removal products
- Young people are interested in healthy formulas
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- Figure 76: Interest towards how 'healthy' the formulas is, by generation, January 2020
Reasons for Hair Removal
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- Tidiness and hygiene motivate hair removal
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- Figure 77: Reasons for removing body/facial hair, by gender, January 2020
- Women more likely to remove hair to feel attractive
- Young consumers worry about body odour
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- Figure 78: Removal of body/facial hair to reduce body odour, by age, January 2020
Interest in Innovation
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- Opportunity to explore new skincare benefits
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- Figure 79: Interest in hair removal innovations, January 2020
- Enriched formulas based on seasonal needs
- Personalisation has appeal
- Boosting green features represents an opportunity
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- Figure 80: Interest towards selected hair removal innovations - net, January 2020
- Online subscription services appeal to young consumers
- In-store skin and hair tests attract urban consumers
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- Figure 81: Shaving and hair removal – CHAID – tree output, January 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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