Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Improving category management – developing ‘the bloke’s fixture’
- Developing the aesthetics of shaving
- Targeting the metro-sexual male
- Converging shaving hardware with new technologies
- Encouraging new touch points with brands
- Foot loose and stubble free
- Kids are getting older younger
- Targeting the older consumer
- Women perceive men’s razors as superior
Executive Summary
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- Changing demographic map
- Evolving male attitudes
- Summer time
- Wet shave hardware dominates
- Shaving software
- Gillette casts a long shadow over the market
- Advertising critical for NPD
- Clean shaven
- Electric rejuvenation
- Future outlook
Market Factors and Drivers
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- Women
- Changing the demographic map
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- Figure 1: UK female population, by age, 2000-05
- Figure 2: Agreement with lifestyle statements, 2000-04
- Men
- Ageing population
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- Figure 3: UK male population, by age, 2000-05
- Feminisation of men’s roles
- Men less engaged than women
- But men’s interest is growing
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- Figure 4: Agreement with lifestyle statements, 2001-04
- Age – compared and contrasted
- Youngest consumers provide the most fertile body of consumers
- Over-65s an overlooked target market
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- Figure 5: Agreement with selected lifestyle statements by women, by age group, 2004
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- Figure 6: Agreement with selected lifestyle statements by men, by age group, 2004
- Importance of media
- Seasonality
Market Size
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- Market in bullish growth
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- Figure 7: UK retail sales of shaving products, by value, 2000-05
- Wet shave hardware – big ticket purchases
- Shaving preps a necessary essential
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- Figure 8: Retail sales of shaving products, by sector, by value, 2002 and 2004
- Depilatories – a seasonal sector
Market Segmentation
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- Wet shave hardware
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- Figure 9: UK retail sales of razors and blades, by value, 2000-05
- Changing attitudes towards grooming – trading up
- Last bastion of masculine values
- Women’s razors
- Razors and blades
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- Figure 10: UK retail sales of razors and blades, by segment, by value, 2002 and 2004
- Electric shavers
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- Figure 11: UK retail sales of electric shavers, by value, 2000-05
- Innovation in electric razors
- All over grooming
- Women’s electric shaver solutions
- Wet shave software
- Price pressures tempering market growth
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- Figure 12: UK retail sales of shaving preparations, by value, 2000-05
- Skincare benefits through shaving
- Wet shaving preparations segmentation
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- Figure 13: UK retail sales of shaving preparations by segment, by value, 2002 and 2004
- Gels dominate
- Oils: a lucrative segment
- Women’s shaving software limited, but growing fast
- Depilatories
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- Figure 14: UK retail sales of depilatories, by value, 2000-05
- Reckitt Benckiser’s sector leader
- Convenience – maximising the consumers’ productivity
- Waxes – niche segment
- Men – the new frontier
The Supply Structure
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- Wet shave hardware
- Gillette’s dominance continues unabated
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- Figure 15: Manufacturers’ shares of the razors and blades market, by value, 2002 and 2004
- Electric shavers
- Philips innovating growth
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- Figure 16: Manufacturers’ shares of the electric shavers market, by value, 2002 and 2004
- Shaving preparations
- King of Shaves – a growing brand in shaving software
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- Figure 17: Manufacturers’ shares of the shaving preparations market, by value, 2002 and 2004
- Depilatories
- Veet dominates
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- Figure 18: Manufacturers’ shares of the depilatory products market, by value, 2002 and 2004
- Companies and brands
- Biro BiC
- Braun UK
- Colgate-Palmolive
- Gillette UK
- King of Shaves
- Philips Domestic Appliances and Personal Care (DAP)
- Remington Products Company LLC
- Wilkinson Sword
- Other suppliers
New Product Development
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- Executive summary
- Key Trend 1
- Gillette sets the pace in battery-powered razors
- Key Trend 2
- Better software for a better shave
- Key Trend 3
- In search of the body beautiful
- Future
- New Product Briefs
Advertising and Promotion
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- Above the line
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- Figure 19: Main monitored media advertising expenditure on shaving products, 2000-05
- Wet shaving
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- Figure 20: Main monitored media advertising expenditure on wet shaving products, 2000-05
- Wet shaving hardware
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- Figure 21: Main monitored media advertising expenditure on wet shaving products, by major brands, 2004 and 2005
- Wet shave software
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- Figure 22: Main monitored media advertising expenditure for shaving preps, 2004 and 2005
- Depilatories
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- Figure 23: Main monitored media advertising expenditure on depilatories and bleach, 2000-05
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- Figure 24: Main monitored media advertising expenditure on depilatories and bleach, by major brands, 2004-05
- Electric shaving
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- Figure 25: Main monitored media advertising expenditure on electric shavers, 2000-05
- Figure 26: Main monitored media advertising expenditure on electric shavers, by major brands, 2004-05
- Below the line
- Point-of-sale promotions
- Inelastic demand
- Encouraging trial critical
- Banded packs for cross-selling
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- Figure 27: Promotional mechanics for shaving and depilatories, October 2004-September 2005
Distribution
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- Shaving hardware
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- Figure 28: UK retail sales of razors and blades, by type of outlet, 2002 and 2004
- Electric hardware
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- Figure 29: UK retail sales of electric shavers, by type of outlet, 2002 and 2004
- Shaving preps
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- Figure 30: UK retail sales of shaving preparations, by type of outlet, 2002 and 2004
The Consumer – Product Usage: Men
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- Manual shaving hardware
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- Figure 31: Usage of razors and razor blades, 2004
- High penetration for wet shaving
- Implications for electric shaver sector
- The problems associated with not shaving daily
- Issues of loyalty
- Shaving solutions
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- Figure 32: Types of razors used, 2004
- Systems razors come out on top
- Older men are heaviest users
- Younger men shave less frequently
- 15-24s use solus disposable
- Shaving software
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- Figure 33: Weight of usage of shaving foam, gel, cream and sticks, 2000-04
- Do some men really wet shave without using a shaving preparation?
- Older consumers: heavy or non-users
- Family man
- Electric shavers for men
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- Figure 34: Electric shaver ownership, 2000-04
- Electric shavers decline in popularity
- Electric shaver manufacturers fail to attract younger consumers
Detailed Demographics – Men
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- Manual shaving hardware
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- Figure 35: Weight of usage of razors and razor blades, by demographic sub-group, 2004
- Shaving software
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- Figure 36: Weight of usage of shaving foam, gel, cream and sticks, by age, socio-economic group, marital status, working status, region, lifestage and Mintel's Special Groups, 2004
- Electric shavers
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- Figure 37: Electric shaver ownership, by age, socio-economic group, marital status, working status, region, lifestage and Mintel's Special Groups, 2004
The Consumer – Product Usage: Women
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- Hair removers/razors
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- Figure 38: Weight of usage of hair removers/razors, 2000-04
- Today’s women opt for a well-groomed look
- Non-users or salon users?
- NPD encourages more women to use depilatories
- Targeting young, single working women
- Older affluent women should not be ignored
- Wet shaving wins hands down
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- Figure 39: Method used most often, 2000-04
- Electric shavers for women
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- Figure 40: Electric shaver ownership, 2000-04
- Battery-powered razors for women?
- An opportunity for compact women’s shavers?
- Linking electric shavers with bodycare
- Creating an aspirational accessory
Detailed Demographics – Women
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- Hair removers/razors
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- Figure 41: Weight of usage of hair removers/razors, by age, socio-economic group, marital status, working status, region, lifestage and Mintel's Special Groups, 2004
- Electric shavers
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- Figure 42: Electric shaver ownership, by age, socio-economic group, marital status, working status, region, lifestage and Mintel's Special Groups, 2004
The Male Consumer – Attitudes and Behaviours
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- Figure 43: Attitudes towards shaving products, June-July 2005
- Wet shaving gives the closest shave
- The importance of the shaving regime
- Opportunities for body grooming shaving products
- Looking after the skin versus a close shave
- Own-label as good as branded products?
- Body grooming seen by some as a necessity, not for vanity’s sake
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Detailed Demographics – Men
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- Figure 44: Attitudes towards shaving products, by age and socio-economic status, June-July 2005
- Figure 45: Attitudes towards shaving products, by presence of children, lifestage and Mintel’s Special Groups, June-July 2005
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- Figure 46: Attitudes towards shaving products, by marital and working status and household size, June-July 2005
- Figure 47: Attitudes towards shaving products, by region and ACORN category, June-July 2005
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- Figure 48: Attitudes towards shaving products, by media usage, commercial TV viewing and supermarket usage, June-July 2005
- Figure 49: Attitudes towards shaving products, by age and socio-economic status, June-July 2005
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- Figure 50: Attitudes towards shaving products, by presence of children, lifestage and Mintel’s Special Groups, June-July 2005
- Figure 51: Attitudes towards shaving products, by presence of children, marital status, working status and household size, June-July 2005
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- Figure 52: Attitudes towards shaving products, by region and ACORN category, June-July 2005
- Figure 53: Attitudes towards shaving products, by media usage, commercial TV viewing and supermarket usage, June-July 2005
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The Female Consumer – Attitudes and Behaviours
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- Figure 54: Attitudes towards shaving products, June-July 2005
- Women prefer razors…
- ...but do they do enough to address their shaving needs?
- Education through the mid-market tabloids
- Other shaving issues
- Increasing trial of women’s shaving products
- Internet as time-saving device
- Loyalty schemes to target own-label buyers
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Detailed Demographics – Women
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- Figure 55: Attitudes towards shaving products, by age and socio-economic status, June-July 2005
- Figure 56: Attitudes towards shaving products, by presence of children, lifestage and Mintel’s Special Groups, June-July 2005
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- Figure 57: Attitudes towards shaving products, by marital and working status and household size, June-July 2005
- Figure 58: Attitudes towards shaving products, by region and ACORN category, June-July 2005
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- Figure 59: Attitudes towards shaving products, by media and supermarket usage and commercial TV viewing, June-July 2005
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Assessing Key Target Markets – Consumer Typologies
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- Men
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- Figure 60: The male consumer typologies, June-July 2005
- Cluster 1 – Softies (19% of sample)
- Cluster 2 – Standard Shavers (60% of sample)
- Cluster 3 – Blade Runners (21% of sample)
- Consumer typology purchasing preferences
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- Figure 61: Consumer typologies by shaving products used in the last two months, June-July 2005
- Linking razors and shaving preparations
- Standard Shavers prefer electric shavers
- Women
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- Figure 62: The female consumer clusters, June-July 2005
- Cluster 1 – Smooth Operators (21% of sample)
- Cluster 2 – Male Design Envy (22% of sample)
- Cluster 3 – Simple Shavers (57% of sample)
- Purchasing preferences by female consumer typology
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- Figure 63: The consumer typologies by shaving products used in the last two months, June-July 2005
- Simple Shavers stick to the basics
- Better results from systems razors?
- MDEs are the most likely to use men’s products
Detailed Demographics – Typologies
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- Men
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- Figure 64: Consumer typologies, by age and socio-economic status, June-July 2005
- Figure 65: Consumer typologies, by region and ACORN category, June-July 2005
- Figure 66: Consumer typologies, by working status, presence of children, lifestage and household size, June-July 2005
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- Figure 67: Consumer typologies, by media usage, supermarket used and commercial TV viewing, June-July 2005
- Women
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- Figure 68: The consumer clusters, by age and socio-economic status, June-July 2005
- Figure 69: The consumer clusters, by region and ACORN category, June-July 2005
- Figure 70: The consumer clusters, by working status, presence of children, lifetsage and household size, June-July 2005
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- Figure 71: The consumer clusters, by media and supermarket usage and commercial TV viewing, June-July 2005
The Future
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- Tapping into the needs of older consumers
- Age specific products
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- Figure 72: UK population, by age, 2005-10
- Maintaining life-long grooming trends
- Targeting the teen market
- Increased activity within the wet razor market
- Men will become more body conscious
- Regime shaving preparations for women
Forecast
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- A bullish market forecast
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- Figure 73: Forecast of the shaving products market, 2005-10
- Finally a woman’s razor that works…
- All body grooming innovation
- Untapped potential in Oil
- Less pain more gain
- Factors used in the forecast
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