US Shaving and Hair Removal Products Market Report 2022
£ 3,695 (Excl.Tax)
Report Summary
“With the exception of 2021, the market has experienced sluggish sales since 2017, which can partially be attributed to the highly saturated landscape and value-driven mindset of category shoppers. Although the US is somewhat entering the recovery phase of the COVID-19, most consumers are still taking a relaxed approach to the category, also preventing the market from experiencing sales growth. Incorporating benefits beyond hair removal, particularly those related to skincare, may not only help lift sales in the near term but also increase category potential for the longer term.”
– Olivia Guinaugh, Senior Beauty & Personal Care Analyst
This report covers the following issues:
- The impact of COVID-19 on consumer behavior and the shaving and hair removal market
- How usage trends impact the shaving and hair removal market
- How category players are innovating offerings to stand out from the competition
- What consumers want from the category and why
Table of Contents
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Figure 1: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2016-26
- Figure 2: Category outlook, 2022-27
- Opportunities and challenges
- Disposable razors enjoy heavy usage…for now
- Figure 3: Usage of razors, any razor (net), 2022
- Showcase the value of pre- and post-shaving products
- Figure 4: Usage of pre- and post-shaving products and select attitude toward shaving and hair removal, 2022
- Growing concerns over inflation will add fuel to value-driven behaviors
- Capitalize on the comeback of thin eyebrows
- Focus NPD on skin health
- Elevate sustainability initiatives
- Key consumer insights
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Market Size and Forecast
- Shaving and hair removal market resumes its sluggish sales trajectory
- Figure 5: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2016-26
- Figure 6: Total US sales and forecast of market, at current prices, 2016-26
- Shaving and hair removal market resumes its sluggish sales trajectory
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Segment Performance
- Disposable razors segment loses its leading position
- Figure 7: Sales of shaving and hair removal products market, by segment, 2016-26
- Electric razors continue to see sales growth
- Figure 8: US multi-outlet sales of electric shavers, at current prices, 2016-21
- Disposable razors segment loses its leading position
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Market Factors
- Growing concerns over inflation will accelerate value-driven behaviors
- Figure 9: Consumer Price Index change from previous period, 2010-22
- Remote work is here to stay
- Growing concerns over inflation will accelerate value-driven behaviors
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Market Share
- P&G maintains lead
- Figure 10: Venus for Pubic Hair & Skin collection and GilletteLabs with Exfoliating Bar Razor, 2022
- Edgewell gains a competitive edge by acquiring Billie
- Sales of shaving and hair removal products, by company
- Figure 11: Multi-outlet sales of shaving and hair removal products, by leading companies, rolling 52 weeks 2021 and 2022
- P&G maintains lead
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Competitive Strategies and Market Opportunities
- Utilize TikTok to inject an element of fun to hair removal
- Figure 12: TikToks posted by Athena Club, 2022
- Leverage a stronger beauty positioning for dermaplaning
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- Figure 13: Schick Hydro Silk Dermaplaning Wand, 2022
- Figure 14: The Skinny Confidential Hot Shaving Cream and Hot Shave Razor, 2022
- Expand dermaplaning benefits to the body
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- Figure 15: Esker Body Plane tool, 2021
- Elevate sustainability initiatives to align with consumer demand
- Figure 16: Eco-ethical claims in shaving and depilatory product launches in the US, 2017-22
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- Figure 17: EOS Pubes for the Planet Campaign, 2022
- Simplify waste-free routines
- What we’ve seen
- Figure 18: Rout’s Adios, Peach Fuzz
- Figure 19: Instagram post from Sugardoh, 2022
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- Figure 20: Schick Xtreme Men’s Bamboo Disposable Razor, 2022
- Balance sustainability with affordability
- Blur hair removal with skincare to enhance hair removal routines
- Figure 21: Instagram posts from Truly, 2022
- Men should not be overlooked when it comes to added skincare benefits
- Figure 22: GilletteLabs with Exfoliating Bar Razor, 2022
- Utilize TikTok to inject an element of fun to hair removal
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The Shaving and Hair Removal Consumer – Fast Facts
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Usage of Razors and Shaving Products
- Disposable razors enjoy heavy usage…for now
- Figure 23: Usage of razors and shaving products, any razor (net) and any shaving product (net), 2022
- There’s room for more innovation in the dermaplaning space
- Figure 24: TikTok post from Jill, 2021
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- Figure 25: Usage of razors and shaving products, by gender, 2022
- Expect usage of disposable razors to decline among young adults
- Figure 26: Usage of select razors, by age, 2022
- Black adults want products designed for their specific hair removal needs
- Figure 27: Usage of select razors and shaving products, by race and Hispanic origin, 2022
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- Figure 28: Instagram posts from Frederick Benjamin Grooming, 2021
- Disposable razors enjoy heavy usage…for now
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Usage of Other Hair Removal Products
- Expect to see more frequent usage of tweezers
- Figure 29: Usage of other hair removal products, any other hair removal products (net), 2022
- Capitalize on 18-44s’ experimental approach to hair removal
- Figure 30: Usage of other hair removal products, by age, 2022
- Expect to see more frequent usage of tweezers
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Hair Removal Detail
- Capitalize on the comeback of thin eyebrows
- Figure 31: Hair removal detail, 2022
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- Figure 32: TikTok post with thin eyebrow filter, 2022
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- Figure 33: Anastasia Beverly Hills Brow Try-On & Tips app
- Offer consumers a specialized approach to hair removal
- Figure 34: Correspondence Analysis – Principal map – Hair removal detail, 2022
- Capitalize on the comeback of thin eyebrows
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Usage of Professional Hair Removal Services and Hair Removal Detail
- Professional hair removal services are expected to see some disruption
- Figure 35: Usage of professional hair removal services by area, 2021-22
- Be a companion to professional eyebrow maintenance
- Usage of premium hair removal services is driven by adults aged 25-44
- Figure 36: Usage of select professional hair removal services, by age, 2022
- Professional hair removal services are expected to see some disruption
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Attitudes and Behaviors toward Shaving and Hair Removal
- Showcase the value of pre- and post-shaving products
- Figure 37: Select attitudes and behaviors toward shaving and hair removal, 2022
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- Figure 38: Truly Beauty’s KP Treatment Kit and TikTok post from Truly Beauty, 2022
- Encourage more frequent use by enhancing the hair removal experience
- Figure 39: Frequency of shaving and hair removal, 2021-21
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- Figure 40: Billie’s Astrology Shave Set, 2022
- Expand product portfolios to retain male customers
- Figure 41: Instagram post from Harry’s, 2022
- Figure 42: Select attitudes and behaviors toward shaving and hair removal products, by gender, 2022
- Eco-minimalism may also be impacting usage of post-shaving products
- Figure 43: Select attitudes and behaviors toward shaving and hair removal, by age, 2022
- Bring sexual wellness themes into hair removal
- Figure 44: Freya, 2022
- Focus on skin health to better reach Black adults
- Figure 45: Select attitudes and behaviors toward shaving and hair removal, by race and Hispanic origin, 2022
- Showcase the value of pre- and post-shaving products
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Shopping Behaviors
- The majority of category shoppers buy products in-store
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- Figure 46: Shopping behaviors, 2022
- Address the pink tax
- Figure 47: Select shopping behaviors, by gender, 2022
- Tap into minimalist trends to better reach young adults
- Figure 48: Select shopping behaviors, by age, 2022
- The majority of category shoppers buy products in-store
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Trial and Interest in Innovations
- Expect an uptick in dry-shaving methods
- Figure 49: Trial and interest in select innovations, 2022
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- Figure 50: Hanni Shave Pillow
- Figure 51: Bleame Crystal Hair Eraser, 2022
- Are safety razors making a comeback?
- Figure 52: UpCircle Safety Razor, 2020
- Figure 53: Interest in safety razor, 2022
- Consider both men and women as target for safety razors
- Figure 54: Instagram post from OUI the People, 2019
- Figure 55: Instagram post from Rockwell Razors, 2021
- Expect an uptick in dry-shaving methods
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Data sources
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Appendix – The Market
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- Figure 56: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2016-26
- Figure 57: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2016-26
- Figure 58: Average annual household spending on shaving and hair removal products, 2016-21
- Figure 59: US multi-outlet sales of electric shavers, at current prices, 2016-21
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- Figure 60: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2019 and 2021
- Figure 61: Total US retail sales and forecast of refill cartridges, at current prices, 2016-26
- Figure 62: Growth of multi-outlet dollar sales and volume sales of refill cartridges, 2016-21
- Figure 63: Total US retail sales and forecast of disposable razors at current prices, 2016-26
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- Figure 64: Growth of multi-outlet dollar sales and volume sales of disposable razors, 2016-21
- Figure 65: Total US retail sales and forecast of non-disposable razors, at current prices, 2016-26
- Figure 66: Growth of multi-outlet dollar sales and volume sales of non-disposable razors, 2016-21
- Figure 67: Total US retail sales and forecast of shaving cream, at current prices, 2016-26
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- Figure 68: Growth of multi-outlet dollar sales and volume sales of shaving cream, 2016-21
- Figure 69: Total US retail sales and forecast of depilatories, at current prices, 2016-26
- Figure 70: Growth of multi-outlet dollar sales and volume sales of depilatories, 2016-21
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Appendix – Retail Channels
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- Figure 71: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2016-21
- Figure 72: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2019 and 2021
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- Figure 73: US supermarket sales of shaving and hair removal products, at current prices, 2016-21
- Figure 74: US drugstore sales of shaving and hair removal products, at current prices, 2016-21
- Figure 75: US sales of shaving and hair removal products through other retail channels, at current prices, 2016-21
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Appendix – Companies and Brands
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- Figure 76: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 77: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 78: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 79: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 80: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 81: Multi-outlet sales of electric shavers, by leading companies and brands, rolling 52 weeks 2021 and 2022
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About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
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*databooks not available with UK B2B Industry reports.
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