UK Shaving and Hair Removal Market Report 2023
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Description
The UK Shaving and Hair Removal Market Report identifies consumers’ attitudes towards shaving and hair removal products, leading brands’ launch activities and the impact of the cost of living crisis on the shaving and hair removal products market. This report covers the shaving and hair removal products market size, market forecast, market segmentation and industry trends in the shaving products market.
Shaving and Hair Removal Products Market – Current Landscape
As a result of rising inflation, value sales in the shaving and hair removal products market are forecast to steadily grow, however the cost of living crisis could lead to consumers reducing hair removal frequencies, and will likely see them opt for lower-priced brands and products. Brands will need to consider how they provide value beyond price to engage with consumers, for example, utilising efficacy, natural ingredients and multifunctionality claims to buoy spending.
Hair Removal and Shaving Products Market – Market Size and Trends
The body positivity movement poses a significant threat to the shaving products market, as relaxed attitudes toward hair removal become prevalent, leaving the potential for more consumers to drop out of the category. However, the rise of self-care and wellbeing presents an opportunity to offset these challenges, as hair removal innovation can elevate daily personal care grooming routines.
Key statistics for the shaving and hair removal products market
- Shaving and hair removal market size: The market is recovering, with value sales in 2022 increasing 3.2%, and a further growth of 3.6% expected in 2023, as a result of usage returning to pre-pandemic levels.
- Shaving and hair removal market share: Gillette is a leading brand in the market, accounting for 73% of retail value sales of razors and blades products.
- Shaving products market consumer behaviour: 55% of UK consumers have removed body hair from their underarms in the last 12 months.
- Shaving products market challenges: 50% of consumers agree that financial concerns would cause them to switch to a cheaper shaving/hair removal brand.
Hair Removal and Shaving Products Market Report – Future Trends
In the longer term, as financial pressure ease and consumers begin to regain confidence, growth opportunities will resurface. The ‘skinification’ of shaving and hair removal products presents an opportunity, as this can be used to premiumise the category, boost spend and trading up behaviours. There is potential for brands in the shaving products market to put skin health front and centre by offering multifunctional products that insert hair removal into daily skincare routines and exploring the link between hair removal and the skin microbiota.
Read on to discover more about the UK Shaving and Hair Removal Market Report 2022, read our UK Women’s Facial Skincare Market Report 2022, or take a look at our other Beauty and Personal Care Market Research.
Quickly Understand
- The impact of COVID-19 and the cost of living crisis on the shaving and hair removal products market.
- Launch activity and innovation in the hair removal and shaving products market.
- How and where consumers remove body and facial hair.
- Shopping channels used to purchase hair removal products.
- Claims that can encourage consumers to choose one hair removal product over another.
- Opportunities to drive higher value spend in the shaving and hair removal products market.
Leading Hair Removal Brands
Products: Wet shave hardware, electric and battery shavers, shaving preparations, depilatory products and bleaches.
Brands: Gillette, Wilkinson Sword, Bic, Harry’s, Phillips One Blade, Bulldog, Veet, NIVEA, Nair, L’Oréal, King of Shaves, Dr Harris & Co, Jolen.
Expert Analysis from a Specialist in the BPC Sector
This report, written by Shiyan Zeringa leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends in the hair removal products market and add expert context to the numbers.
Value sales of shaving and hair removal products increased in 2022, with growth forecast to continue, driven by inflation. The category continues to battle relaxed attitudes toward hair removal, which have led to reduced usage frequencies. The cost of living crisis is further challenging the category as it is encouraging consumers to make savvy purchase decisions, but offering value beyond price point will help brands stand out. Additional opportunities lie within the consumer’s heightened focus on skin health, making shaving and hair removal an essential step in self-care and skincare routines, with potential to expand product repertoires and drive higher value sales.”
Shiyan Zering
Beauty and Personal Care Analyst
Table of Contents
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Overview
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- Key issues covered in this Report
- Products covered in this Report
- Products/services excluded
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Executive Summary
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- The five-year outlook for shaving and hair removal
- Figure 1: Category outlook for shaving and hair removal, 2022-27
- The market
- Value sales rise but could be impacted by relaxed hair removal attitudes
- Figure 2: Market size and forecast for shaving and hair removal products, 2017-27
- Shaving tools and preparations outperform
- Companies and brands
- Innovation drives success amongst razor and blade brands
- Figure 3: UK retail value sales of razors and blades products, by brand, 2022
- Brands in the shaving preparations and depilatories segment were similarly impacted by innovation
- Figure 4: UK retail value sales of shaving preparations and depilatories products, by brand, 2022
- Shaving preparations dominate NPD in 2022
- Figure 5: New product launches in the UK shaving and depilatories category, by sub-category, 2018-22
- The consumer
- Pre-pandemic body hair removal habits return
- Figure 6: Body hair removal areas, 2022
- Return to facial hair removal after COVID-19 hiatus
- Figure 7: Facial hair removal areas, 2022
- Renewed usage occasions boost various at-home methods
- Figure 8: Methods of hair removal, 2021 and 2022
- Renew usage frequencies with skin health claims
- Figure 9: Frequency of at-home hair removal, 2022
- Boost online sales with unique products and service
- Figure 10: Channels used to purchase at-home shaving and hair removal products, 2021 and 2022
- Convenience drives place of purchase
- Figure 11: Retailers used to purchase at-home shaving and hair removal products, 2022
- Innovate with skin kindness in mind
- Figure 12: Usage drivers in shaving and hair removal, 2022
- The cost of living crisis will impact brand preferences
- Figure 13: Shaving and hair removal income squeeze usage behaviours, 2022
- Create targeted solutions for specific types of body hair
- Figure 14: Interest in shaving and hair removal innovation, 2022
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Issues and Insights
- Add value with multifunctionality, longevity and speed
- Tap into self-care trends to enhance shaving and hair removal regimens
- Diversity and inclusion efforts can improve user experience
- Add value with multifunctionality, longevity and speed
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Market Size and Performance
- Relaxed attitudes toward hair removal limit growth
- Figure 15: Market size for shaving and hair removal products, 2017-22
- Relaxed attitudes toward hair removal limit growth
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Market Forecast
- The five-year outlook for shaving and hair removal
- Figure 16: Category outlook for shaving and hair removal, 2023-27
- Boost sales growth by linking hair removal and skincare
- Figure 17: Market size and forecast for shaving and hair removal products, 2017-27
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- Figure 18: Market size and forecast for shaving and hair removal products, at constant and current prices, 2022-27
- Don’t overlook eco and ethical considerations
- Learnings from the last income squeeze
- Forecast methodology
- The five-year outlook for shaving and hair removal
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Market Segmentation
- Depilatories struggle to maintain post-pandemic recovery
- Figure 19: UK retail value sales of shaving and hair removal products, by segment, 2020-22 (est)
- Shaving products benefit from innovation
- Electrical goods outperform despite income squeeze
- Figure 20: Panasonic Multishape Device, 2022
- Depilatories struggle to maintain post-pandemic recovery
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Channels to Market
- Bring DTC brand in-store to boost retail sales
- Figure 21: UK retail value sales of shaving and hair removal products, by channel, 2020-22 (est)
- Bring DTC brand in-store to boost retail sales
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Market Drivers
- Inflation is the key concern for consumers and brands…
- …and despite Government support, energy prices are still a major concern
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- …and most people are feeling the effects of price rises
- Cater to emerging age groups with relevant NPD and marketing
- Figure 22: Trends in the age structure of the UK population, 2016-26
- Recognise the need for speed in daily routines
- Figure 23: Average time spent on morning and evening beauty/grooming routine, 2021
- Learn from brands that are making the category more sustainable
- Figure 24: Net purchase of eco-friendly beauty/grooming products, 2021
- Support a broader range of consumer needs
- Address the consumer’s core skin priorities
- Figure 25: Claims sought in hand, body and footcare products, 2022
- Encourage the use of subscriptions with enhanced loyalty rewards
- Figure 26: Factors to drive usage of beauty/grooming subscription services, 2022
- Enhance the role of pleasure in hair removal
- Figure 27: Behaviours relating to the role of pleasure in beauty/grooming, 2022
- Inflation is the key concern for consumers and brands…
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Market Share
- Innovation drives success in razors and blades
- Figure 28: UK retail value sales of shaving/hair removal razors and blades, by brand, 2021-22
- Shaving preparation NPD boosts market leaders
- Figure 29: UK retail value sales of shaving preparations and depilatories, by brand, 2021-22
- Innovation drives success in razors and blades
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Launch Activity and Innovation
- Shaving preparations regain prominence
- Figure 30: New product launches in the UK shaving and depilatories category, by sub-category, 2018-22
- Figure 31: Estrid Watermelon Jelly Shower + Shave, 2022
- Solid formats tap into various trends…
- Figure 32: Examples of solid format shaving preparation launches, 2022
- …as natural and eco claims are on the rise
- Figure 33: New product launches in the UK shaving and depilatories category, by claim, 2020-22
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- Figure 34: Examples of shaving and depilatory launches carrying eco and natural claims, 2022
- Brands begin to explore ingredient minimalism
- Figure 35: Example of a shaving preparation launch carrying ingredient minimalism claims, 2022
- Time/speed claims provide value through convenience
- Figure 36: Example of a shaving preparation launch carrying time/speed claims, 2022
- P&G lead launch activity in 2022
- Figure 37: New product launches in the UK shaving and depilatories category, by ultimate company, 2022
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- Figure 38: Examples of Procter & Gamble launches, 2022
- Private label innovation remains limited
- Figure 39: New product launches in the UK shaving and depilatories category, by brand type, 2018-22
- Figure 40: Examples of private label shaving and shaving preparation launches, 2022
- Premium brands blur the line between skincare and hair removal
- Figure 41: Example of shaving preparation launches carrying skincare claims, 2022
- New products provide next generation efficacy claims
- Figure 42: New product launches in the UK shaving and depilatories category, by launch type, 2018-22
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- Figure 43: Examples of shaving preparation and depilatory launches carrying enhanced performance claims, 2022
- Shaving preparations regain prominence
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Advertising and Marketing Activity
- TV dominates hair removal adspend
- Figure 44: Total recorded above-the line, online display and direct mail advertising expenditure on shaving and hair removal products, 2020-22
- Campaigns focus on manual razors, but electric razors have potential to grow
- Figure 45: Total recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by product type, 2021-22
- Procter & Gamble continues to lead adspend
- Figure 46: Total recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by ultimate company, 2022
- Figure 47: Gillette Venus pubic hair & skin campaign, 2022
- Harry’s H’ead Spaces promotes inclusivity and mental health
- Veet Men innovates in male grooming kits with a creative spin
- NIVEA MEN continues to tackle men’s mental health
- Wilkinson Sword utilises its ‘Intuition’ range to promote easy self-care
- FFS utilises Love Island advertisement slot to promote personal choice
- Use social media as a visual aid and build communities
- Nielsen Ad Intel coverage
- TV dominates hair removal adspend
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Brand Research – Men’s Hair Removal
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- Brand map
- Figure 48: Attitudes towards and usage of selected brands, 2022
- Key brand metrics
- Figure 49: Key metrics for selected brands, 2022
- Brand attitudes: NIVEA Men offers the best value
- Figure 50: Attitudes, by brand, 2022
- Brand personality: Veet Men is seen as accessible
- Figure 51: Brand personality – macro image, 2022
- Harry’s has a youthful brand perception
- Figure 52: Brand personality – micro image, 2022
- Brand analysis
- NIVEA Men is highly trusted amongst men
- Veet Men engages through ethical and natural perceptions
- Harry’s is associated with innovation and accessibility
- King C. Gillette deemed a glamorous brand
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Brand Research – Women’s Hair Removal
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- Brand map
- Figure 53: Attitudes towards and usage of selected brands, 2022
- Key brand metrics
- Figure 54: Key metrics for selected brands, 2022
- Brand attitudes: Wilkinson Sword is the most trusted brand
- Figure 55: Attitudes, by brand, 2022
- Brand personality: Boots Smooth Care is deemed accessible
- Figure 56: Brand personality – macro image, 2022
- Estrid has a youthful brand image
- Figure 57: Brand personality – micro image, 2022
- Brand analysis
- Wilkinson Sword rated highly on expertise and quality
- Sunny has a fun brand image
- Boots Smooth Care deemed as basic but highly trusted
- Estrid rated highly on differentiation and diversity
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Body Hair Removal
- Pre-pandemic body hair removal habits return
- Figure 58: Body hair removal areas, 2020, 2021 and 2022
- Empowerment inspires increased head and intimate hair removal
- Men drive the decline in body hair removal as consumers age…
- Figure 59: Body hair removal areas, by gender and age, 2022
- …but younger men are removing body hair more than ever
- Figure 60: Examples of hair removal cream product launches that target male body hair, 2022
- Pre-pandemic body hair removal habits return
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Facial Hair Removal
- Return to facial hair removal after COVID-19 hiatus
- Figure 61: Facial hair removal areas, 2020, 2021 and 2022
- Support women who are incorporating more facial hair removal habits
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- Figure 62: Facial hair removal areas, by gender, 2022
- Figure 63: Example of The Skinny Confidential’s Hot Shavette Kit, 2022
- Return to facial hair removal after COVID-19 hiatus
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Methods of Hair Removal
- Entice professional service users with premium at-home solutions
- Figure 64: Places of hair removal, 2020, 2021 and 2022
- Renewed usage occasions boost various at-home methods
- Figure 65: Methods of hair removal, 2021 and 2022
- Social media can boost alternative hair removal methods
- Figure 66: Repertoire of hair removal methods, 2022
- Entice professional service users with premium at-home solutions
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Frequency of At-Home Hair Removal
- Renew usage frequencies with skin health claims
- Figure 67: Frequency of at-home hair removal, 2022
- Renew usage frequencies with skin health claims
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Purchase Channels for At-Home Hair Removal
- Boost online sales with unique products and service
- Figure 68: Channels used to purchase at-home shaving and hair removal products, 2021 and 2022
- Utilise retail innovation to bring hair removal into the wellbeing conversation
- Figure 69: Retailers used to purchase at-home shaving and hair removal products, 2022
- H&B stores struggle to attract men
- Figure 70: Retailers used to purchase at-home shaving and hair removal products, by gender, 2022
- Boost online sales with unique products and service
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Usage Drivers in Hair Removal
- Innovate with skin kindness in mind
- Figure 71: Usage drivers in shaving and hair removal, 2022
- Tackle specific points of skin concerns with an ingredient first approach in NPD
- Figure 72: First aid beauty’s ingrown hair pads, 2022
- Create products for eco-conscious consumers
- Figure 73: Usage drivers in shaving and hair removal, by age, 2022
- TURF Analysis Methodology
- Pair functional and beauty benefits for maximum reach
- Figure 74: TURF Analysis – Shaving and hair removal, 2022
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- Figure 75: Table – TURF Analysis – Shaving and hair removal, October 2022
- Innovate with skin kindness in mind
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Income Squeeze Usage Behaviours
- The cost of living crisis will impact brand preferences
- Figure 76: Shaving and hair removal income squeeze usage behaviours, 2022
- Frequency of facial and body hair removal is also at risk
- Figure 77: Shaving and hair removal income squeeze usage behaviours, by age, 2022
- The cost of living crisis will impact brand preferences
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Interest in Hair Removal Innovation
- Create targeted solutions for specific types of body hair
- Figure 78: Interest in shaving and hair removal innovation, 2022
- Respond to changing gender norms in the category
- Longevity can boost average spend
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- Figure 79: Interest in shaving and hair removal innovation, by gender, 2022
- Pre- and post-hair removal solutions can expand product repertoires
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- Figure 80: Interest in shaving and hair removal innovation, by age, 2022
- Figure 81: Mallow’s beauty Unicorn Shave Butter, 2022
- Create targeted solutions for specific types of body hair
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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Appendix – Market Size and Forecast
- Market forecast and prediction intervals
- Figure 82: Best and worst case forecast for shaving and hair removal, 2022-27
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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