About the Market…

The total market for shaving products grew by 24% between 2000 and 2004. Razors and blades account for just over half of all sales at 50.6%, with systems razors that require replacement blades proving to be the most popular choice of shaving format. Electric shavers take 21.0% of the total, and have come under increasing pressure from wet razors. Shaving preparations account for 17.0% of the total market, with new product launches focusing on skincare benefits. Shaving gels are the preferred format, taking over from shaving foams.

The changing age demographics are creating new niche opportunities within the shaving preparations market. Older consumers are living longer resulting in large increases of men and women over 65, while the falling birth-rate is further exacerbating the demographic shift. Older men have different shaving concerns, such as heavier beard growth, presenting opportunities for shaving manufacturers to launch products to meet their needs. At the other end of the scale, teenage girls are becoming more interested in grooming and hair removal, yet there are few targeted teen products on the market.

About Mintel’s Research…

Mintel’s new market intelligence report provides the user with a fresh insight into a market that continues to show considerable potential.

Compiling together the most sought-after trend and sales data and most authoritative, independent market analysis, it offers you a vital way of fully understanding the shaving products market. It also offers you unique findings from exclusive consumer research, invaluable information that will help you to tailor your business to real consumer demand. Mintel’s research report has been designed to help you:

Identify market drivers such as the importance of media, seasonality and demographic changes in the population, that affect consumers’ choices when purchasing products

Develop the next big idea in the shaving products market before your competitors

Gain a firm understanding of the market’s supply structure and advertising trends

Assess key target markets of both men and women

Understand the benefits of efficient distribution and product placement

Measure market forecasts and build realistic business models

Analyse purchasing preferences across all demographics, enabling you to identify new target audiences and create focussed marketing messages that appeal

Concentrate on future opportunities such as growth in the teen market, advancements of the wet razor and the needs of older men.

Intriguing findings…

Wet shaving is the preferred method of shaving for the majority of men, with only 13.3% saying they are non-users in 2004.

Taken together, the percentage of women using cream or wax depilatories has increased from 11.7% to 15.5% between 2000 and 2004.

The women’s razors market is still relatively underdeveloped compared to men’s, something that is recognised by some 22% of women who believe men’s shaving products are better than those designed for women.