Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Close cut sees consumers cut back
- Making money from not shaving
- More bang for your buck
- Making money go further
Market in Brief
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- Sales start to slide
- Fancy a wet cut?
- To be loyal or shave and save?
- Lack of real innovation
- Looking forward
Internal Market Environment
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- Key points
- Taking pride in your appearance
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- Figure 1: Trends in attitudes towards personal appearance, by gender, 2004-09
- Dare to bare
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- Figure 2: Average temperature and total number of sunshine hours in the UK, 2004-09
- Following the fashion
- Bargain hunting
- The natural look
Broader Market Environment
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- Key points
- An ageing population
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- Figure 3: Trends in the age structure of the UK population, by gender, 2004-14
- Keeping up appearances
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- Figure 4: Numbers of adults of working age who are unemployed, January 2004-August 2009
- Targeting teens
Competitive Context
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- Key points
- Recession has minimal impact
- Cut price lures users
- Theft
- Beard love
- Improved technology
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- New launches peak
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- Figure 5: Growth index in the number of new launches of shaving products and depilatories (excluding electrical hair removal), 2004-09
- Shaving preparations lead innovation
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- Figure 6: New launch activity of shaving products and depilatories, by category, January-September 2009
- Procter & Gamble lead innovation
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- Figure 7: Leading innovators in shaving products and depilatories, by year, 2007-09
- Raiding the botanical garden
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- Figure 8: Leading product positioning in shaving products and depilatories, by year, 2007-09
- Easy peasy
- Multi-functionality
- Battle of the sexes
- Going green?
- Global trends
- Possible future trends
Market Size and Forecast
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- Key points
- Sales take a tumble
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- Figure 9: UK retail value sales of shaving products and depilatories, 2004-14
- The future
Segment Performance
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- Key points
- Total market
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- Figure 10: UK retail value sales of shaving products, by sector, 2007-09
- Promotional activity keeps sales buoyant
- The impact of innovation
- Razors and blades
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- Figure 11: UK retail value sales of shaving hardware, by sector, 2007-09
- Loyalty benefits system razors and electric/battery shavers
- Discounts and disposables woo consumers
- Shaving preparations
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- Figure 12: UK retail value sales of shaving preparations, by sector, 2007-09
- Depilatories and bleach
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- Figure 13: UK retail value sales of depilatories and bleach, by sector, 2007-09
Market Share
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- Key points
- Razors and blades
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- Figure 14: Manufacturers’ shares in value sales of wet shave hardware, 2007-09
- Electric and battery shavers and epilators
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- Figure 15: Manufacturers’ shares in value sales of electric and battery shavers and epilators, 2007-09
- Shaving preparations
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- Figure 16: Manufacturers’ shares in value sales of shaving preparations, 2007-09
- Depilatories
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- Figure 17: Manufacturers’ shares in value sales of depilatories, 2007-09
Companies and Products
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- Figure 18: Brand map of the shaving and depilatories market, 2009
- BiC
- Church & Dwight
- King of Shaves
- Philips
- Procter & Gamble
- Reckitt Benckiser
- Remington
- Wilkinson Sword
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Brand Elements
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- Key points
- Brand map
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- Figure 19: Attitudes towards and usage of shaving and hair removal brands, October 2009
- Brand qualities of shaving product and depilatory brands
- Gillette dominates, but Philips coming up
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- Figure 20: Personalities of various shaving and hair removal brands, October 2009
- Experience of shaving product and depilatory brands
- King of Shaves has room to grow
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- Figure 21: Consumer usage of various shaving and hair removal brands, October 2009
- Brand intentions for shaving product and depilatory brands
- System brands safe on top
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- Figure 22: Consideration of various shaving and hair removal brands, October 2009
- Brand satisfaction for shaving product and depilatory brands
- Philips and Wilkinson Sword neck and neck
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- Figure 23: Satisfaction with various shaving and hair removal brands, October 2009
- Brand commitment to shaving product and depilatory brands
- Gillette – the best anyone can get?
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- Figure 24: Commitment to various shaving and hair removal brands, October 2009
- Wilkinson Sword
- What the consumer thinks
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- Figure 25: Attitudes towards the Wilkinson Sword brand, October 2009
- Nair
- What the consumer thinks
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- Figure 26: Attitudes towards the Nair brand, October 2009
- Philips
- What the consumer thinks
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- Figure 27: Attitudes towards the Philips brand, October 2009
- King of Shaves
- What the consumer thinks
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- Figure 28: Attitudes towards the King of Shaves brand, October 2009
- Veet
- What the consumer thinks
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- Figure 29: Attitudes towards the Veet brand, October 2009
- Bic
- What the consumer thinks
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- Figure 30: Attitudes towards the Bic brand, October 2009
- Gillette
- What the consumer thinks
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- Figure 31: Attitudes towards the Gillette brand, October 2009
Channels to Market
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- Key points
- Grocery multiples march on
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- Figure 32: UK retail sales of razors and blades, by outlet type, 2007-09
- Figure 33: UK retail sales of shaving preparations, by outlet type, 2007-09
- Going online
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- Figure 34: UK retail sales of electric & battery shavers and epilators, by outlet type, 2007-09
Brand Communication and Promotion
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- Key points
- Splashing the cash
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- Figure 35: Above-the-line advertising expenditure on shaving products and depilatories, 2005-09
- Wet razors and blades top adspend
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- Figure 36: Main monitored media advertising expenditure on shaving products, by sector, 2005-09
- Gillette has the power
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- Figure 37: Adspend by leading advertisers in the shaving products and depilatories market, % of total, 2005-09
- Preparing to bare all
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- Figure 38: Average adspend by month, 2005-09
- Advertising themes
- Clever gadgets
- Pain prevention
The Consumer – Usage and Frequency
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- Key points
- Men
- Use of razors and shavers
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- Figure 39: Use of razors/razor blades and electric shavers, 2005-09
- Types of razors or shavers used
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- Figure 40: Types of razors or shavers used, 2005-09
- Use of shaving preparations
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- Figure 41: Use of shaving foam/gel/cream, 2005-09
- Types of shaving preparations used
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- Figure 29: Type of shaving preparations used in the last 12 months, 2009
- Women
- Use of hair removal products and razors
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- Figure 42: Use of hair removers/razors, 2007-09
- Types of hair removal products and razors used
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- Figure 43: Types of razors used, 2005-09
The Consumer – Products and Services Used
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- Key points
- Users and non-users
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- Figure 44: Use of shaving preparations and shaving hardware, by gender, August 2009
- Usage of hair removal products and services
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- Figure 45: Hair removal products used in last six months, August 2009
- Men are motivated by performance
- Women looking for permanence
- Women don’t prep
- Salon is for girls
- Women have smaller repertoire of products
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- Figure 46: Repertoire of types of hair removal products used, by gender, August 2009
The Consumer – Attitudes towards Shaving Preparations and Hardware
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- Key points
- Consumer attitudes
- Loyal to the brand
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- Figure 47: Attitudes towards shaving preparations and shaving hardware, August 2009
- Constantly cutting costs
- Gender divide
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- Figure 48: Most common attitudes towards purchasing shaving products, by gender, August 2009
Target Groups
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- Key point
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- Figure 49: Target groups for shaving products based on attitudes towards purchasing shaving products, August 2009
- Brand loyal (45%)
- Who are they?
- Price is priority (22%)
- Who are they?
- Both brand loyal and price is priority (21%)
- Who are they?
- Disengaged (12%)
- Who are they?
Appendix – Broader Market Environment
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- Figure 50: Employment and unemployment, by gender, 2004-14
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Appendix – The Consumer – Usage and Frequency
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- Figure 51: Use of razors/razor blades and electric shavers, by demographics, 2009
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- Figure 52: Use shaving foam/gel/cream, by demographics, 2009
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- Figure 53: Use of hair removers/razors, by demographics, 2009
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- Figure 54: Types of razors use, by demographics, 2009
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- Figure 55: Types of hair removers/razors used, by frequency of use, 2009
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Appendix – The Consumer – Products and Services Used
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- Figure 56: Shaving and depilatory products used in last six months, by demographics, August 2009
- Usage of shaving preparations and hardware
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- Figure 57: Shaving preparations and shaving hardware, by demographics, August 2009
- Repertoire
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- Figure 58: Repertoire on types of hair removal products, by demographics, August 2009
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Appendix – The Consumer – Attitudes Towards Shaving Preparations and Hardware
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- Shaving preparations
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- Figure 59: Attitudes towards shaving preparations amongst users, August 2009
- Shaving hardware
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- Figure 60: Attitudes towards shaving hardware amongst users, August 2009
Appendix – Target Groups
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- Figure 61: Statements on shaving preparations and shaving hardware, by target groups, August 2009
- Figure 62: Hair removal products used in last six months, by target groups, August 2009
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- Figure 63: Repertoire on types of hair removal products, by target groups, August 2009
- Figure 64: Target groups, by demographics, August 2009
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