Table of Contents
Introduction
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- Definitions
- Shaving hardware
- Shaving preparations/depilatories
- Excluded
- Abbreviations
Executive Summary
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- Growth slows to 2018
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- Figure 1: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2008-18
- An ageing population could help increase hair removal by older men
- Own-label challenges branded product development
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- Figure 2: New product launches in the UK shaving and depilatories market, % share own-label vs. branded, Jan 2009-Jun 2013
- The consumer: men continue to display a typically masculine approach to hair removal
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- Figure 3: Men’s frequency of hair removal from body areas, by top 8 areas, July 2013
- The consumer: social pressure drives young women to go hair-free
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- Figure 4: Women’s frequency of removing hair from body areas, July 2013
- The consumer: at-home hair removal holds most appeal
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- Figure 5: Attitudes towards hair removal, July 2013
- What we think
Issues in the Market
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- How could the growing trend for beards spell good news for the shaving industry?
- What are the opportunities for added convenience?
- How will an ageing population affect the shaving and hair removal markets?
- What influences women’s hair removal?
Trend Application
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- Trend: Help Me Help Myself
- Trend: Man in the Mirror
- Mintel Futures Trend: Old Gold
Market Drivers
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- Key points
- UK population continues to age
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- Figure 6: Trends in the age structure of the UK population, by gender, 2008-18
- Figure 7: Forecast adult population trends, by lifestage, 2008-18
- Bikini season shorter in 2012
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- Figure 8: Average temperature and total number of sunshine hours in the UK, 2004-12
- Growing PDI presents opportunity for salon services
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- Figure 9: GDP, PDI, consumer expenditure and savings, at constant 2013 prices, 2007-18
- Excess body hair can cause confidence issues
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- Figure 10: Satisfaction with various body parts, by gender, March 2013
- Grooming trends and celebrity endorsements
- Are more regulations needed in the salon service sector?
Market Size and Forecast
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- Key points
- Overall growth slows
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- Figure 11: Value sales of men’s and women’s shaving and hair removal products, 2008-18
- The future
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- Figure 12: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Segment overview and comparison
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- Figure 13: UK retail value sales of men’s and women’s shaving products and depilatories, by sector, 2008-18
Market Share
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- Key points
- Gillette products dominate the razors and blades market
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- Figure 14: Brand shares in UK razors and blades value sales, year ending June 2012/13
- Nivea for Men shaving preparations see strong sales growth
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- Figure 15: Brand shares in UK shaving preparations value sales, year ending June 2012/13
- Depilatories market shrinking
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- Figure 16: Brand shares in UK depilatory products value sales, year ending June 2012/13
Who’s Innovating?
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- Key points
- New product launches
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- Figure 17: New product launches in the UK shaving and depilatories market, % share by sector, Jan 2009-Jun 2013
- Figure 18: New product launches in the UK shaving and depilatories market, % share, by launch type, Jan 2009-Jun 2013
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- Figure 19: Examples of new product launches, which are classified as relaunches, 2012-13
- Figure 20: Examples of new product launches, which are classified as new products, 2013
- New product launches by claim
- Shaving preparations
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- Figure 21: New product launches in the UK shaving preparations market, % share by claim (top 5), Jan 2009-Jun 2013
- Figure 22: Examples of shaving preparations for men featuring botanical/herbal and/or moisturising/hydrating formulas, 2013
- Razors
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- Figure 23: New product launches in the UK razors market, % share by claim (top 5), Jan 2009-Jun 2013
- Figure 24: Examples of multi-blade and moisturising razors for women, 2013
- Depilatory products
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- Figure 25: New product launches in the UK depilatory products market, % share by claim (top 5), Jan 2009-Jun 2013
- Figure 26: Examples of hair removal products positioned as convenient, 2012-13
- New product launches by company
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- Figure 27: New product launches in the UK shaving and depilatories market, % share own-label vs. branded, Jan 2009-Jun 2013
- Figure 28: Examples of razors and blades from the Asda brand, 2013
- Other new products
Companies and Products
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- Procter & Gamble
- Background
- Financial performance and strategy
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- Figure 29: Financial performance of Procter & Gamble (Health & Beauty Care) Limited, 2011 and 2012 (Year ended 30 June)
- Product range and innovation
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- Figure 30: New shaving and hair removal products launched by Gillette, June 2012-June 2013
- Marketing and advertising
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- Figure 31: P&G advertising expenditure on men’s and women’s shaving and hair removal products, Jan 2009-Jun 2013
- BIC
- Background
- Financial performance and strategy
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- Figure 32: Key global financials of BIC Group, 2011-12
- Product range and innovation
- Marketing and advertising
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- Figure 33: BIC advertising expenditure on men’s and women’s shaving and hair removal products, Jan 2009- Jun 2013
- Koninklijke Philips
- Background
- Financial performance and strategy
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- Figure 34: Key global financials of Philips Group, 2011-12
- Product range and innovation
- Marketing and advertising
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- Figure 35: Philips Consumer Lifestyle advertising expenditure on men’s and women’s shaving and hair removal products, Jan 2009-Jun 2013
- Reckitt Benckiser
- Background
- Financial performance and strategy
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- Figure 36: Financial performance of Reckitt Benckiser, 2011 and 2012
- Product range and innovation
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- Figure 37: New hair removal products launched by Reckitt Benckiser, June 2012-June 2013
- Marketing and advertising
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- Figure 38: Reckitt Benckiser advertising expenditure on men’s and women’s shaving and hair removal products, Jan 2009-Jun 2013
- Remington
- Background
- Financial performance and strategy
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- Figure 39: Financial performance of Spectrum Brands Holdings, 2011 and 2012
- Product range and innovation
- Marketing and advertising
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- Figure 40: Remington advertising expenditure on men’s and women’s shaving and hair removal products, Jan 2009-Jun 2013
- Wilkinson Sword
- Background
- Product range and innovation
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- Figure 41: New shaving products launched by Wilkinson Sword, June 2012-June 2013
- Marketing and advertising
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- Figure 42: Wilkinson Sword advertising expenditure on men’s and women’s shaving and hair removal products, Jan 2009-Jun 2013
Brand Research – Men’s Shaving and Hair Removal
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- Brand map
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- Figure 43: Attitudes towards and usage of brands in the men’s shaving and hair removal sector, July 2013
- Correspondence analysis
- Brand attitudes
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- Figure 44: Attitudes, by men’s shaving and hair removal brands, July 2013
- Brand personality
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- Figure 45: Men’s shaving and hair removal brand personality – macro image, July 2013
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- Figure 46: Men’s shaving and hair removal brand personality – micro image, July 2013
- Brand experience
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- Figure 47: Men’s shaving and hair removal brand usage, July 2013
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- Figure 48: Satisfaction with various men’s shaving and hair removal brands, July 2013
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- Figure 49: Consideration of men’s shaving and hair removal brands, July 2013
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- Figure 50: Consumer perceptions of current men’s shaving and hair removal brand performance, July 2013
- Brand index
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- Figure 51: Men’s shaving and hair removal brand index, July 2013
- Target group analysis
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- Figure 52: Target groups, July 2013
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- Figure 53: Men’s shaving and hair removal brand usage, by target groups, July 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Research – Women’s Shaving and Hair Removal
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- Brand map
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- Figure 54: Attitudes towards and usage of brands in the women’s shaving and hair removal sector, July 2013
- Correspondence analysis
- Brand attitudes
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- Figure 55: Attitudes, by women’s shaving and hair removal brand, July 2013
- Brand personality
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- Figure 56: Women’s shaving and hair removal brand personality – macro image, July 2013
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- Figure 57: Women’s shaving and hair removal brand personality – micro image, July 2013
- Brand experience
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- Figure 58: Women’s shaving and hair removal brand usage, July 2013
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- Figure 59: Satisfaction with various women’s shaving and hair removal brands, July 2013
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- Figure 60: Consideration of women’s shaving and hair removal brands, July 2013
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- Figure 61: Consumer perceptions of current women’s shaving and hair removal brand performance, July 2013
- Brand index
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- Figure 62: Women’s shaving and hair removal brand index, July 2013
- Target group analysis
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- Figure 63: Target groups, July 2013
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- Figure 64: Women’s shaving and hair removal brand usage, by target groups, July 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Adspend decreased in 2012
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- Figure 65: UK main media advertising expenditure on men’s and women’s shaving and hair removal products, Jan 2009-Jul 2013
- Online displays highest growth rate
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- Figure 66: UK main media advertising expenditure on men’s and women’s shaving and hair removal products, by media type, Jan 2009-Jul 2013
- Major players downplay adspend
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- Figure 67: UK main media advertising expenditure on men’s and women’s shaving and hair removal products, by advertiser (top ten), Jan 2009-Jul 2013
- No! No! Hair Removal System accounts for the lion’s share of adspend
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- Figure 68: Main media advertising expenditure on men’s and women’s shaving and hair removal products, by top ten spend, 2012
- Figure 69: Main media advertising expenditure on men’s and women’s shaving and hair removal products, by top ten spend, Jan-Jun 2013
- Company campaigns
- Use of celebrity
- Sponsorship to raise awareness
- Online tutorials
Channels to Market
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- Key points
- Chemists and drugstores launch new retail initiatives
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- Figure 70: UK retail value sales of men’s and women’s shaving and hair removal products, by outlet type, 2010-12
- Internet retailers see sales increase
- Department store spaces drive consumers in store
The Consumer – Product Usage, Frequency and Purchasing Amongst Men
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- Key points
- Younger men display a more relaxed approach to beard hair removal
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- Figure 71: Men’s frequency of hair removal from body areas, by top 8 areas, July 2013
- Shaving reigns, despite encouraging frequent hair removal
- Hygienic body hair removal
- Men favour quick and easy hair removal solutions
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- Figure 72: Preferred methods of removing hair amongst men, by top 8 areas, July 2013
- Traditionally masculine products dominate male purchasing
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- Figure 73: Hair removal products/services purchased by men over 12 months to July 2013, July 2013
- Number of products or services bought
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- Figure 74: Number of hair removal products/services purchased, by age, July 2013
The Consumer – Product Usage, Frequency and Purchasing Amongst Women
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- Key points
- Over eight in ten women remove hair from legs and armpits
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- Figure 75: Women’s frequency of removing hair from body areas, July 2013
- Nine in ten young women remove hair from their pubic area
- Eyebrow shaping a growing area of interest
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- Figure 76: Preferred methods of hair removal from facial areas amongst women, July 2013
- Body hair removal methods
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- Figure 77: Preferred methods of removing body hair amongst women, July 2013
- Razors are the most commonly bought hair removal product
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- Figure 78: Hair removal products/services purchased by women over 12 months to July 2013, July 2013
- Young women buy a wider variety of hair removal products
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- Figure 79: Number of hair removal products/services purchased, by age, July 2013
The Consumer – Buying Shaving and Hair Removal Products
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- Key points
- Women more influenced by own-label
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- Figure 80: Attitudes towards buying shaving and hair removal products, by gender, July 2013
- Three in 20 women feel men’s products are better
- Young adults look for recommendations
- Traditional advertising holds minimal impact
The Consumer – Innovation in Shaving and Hair Removal
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- Key points
- Women look to longer-lasting hair-loss solutions
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- Figure 81: Interest in hair removal innovation, July 2013
- Men favour longer-lasting disposable razors
- Urbanites most willing to invest in innovation
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- Figure 82: Interested in and willing to pay more for hair removal innovation, by area, July 2013
The Consumer – Attitudes Towards Hair Removal
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- Key points
- At-home hair removal trumps in-salon for women
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- Figure 83: Attitudes towards hair removal, July 2013
- Price is a key factor to young adults
- Long-lasting hair removal strikes a chord with busy adults
Appendix – Market Drivers
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- Figure 84: Number of salons and spas in the UK, by type, 2011-12
- Figure 85: Salons and spas in the UK, by geographical location, 2011-12
- Figure 86: Retail value sales of non-electric hair removal products, 2011-12
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Appendix – Market Size and Forecast
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- Figure 87: UK best- and worst-case forecast for value sales of the razors and blades segment, 2008-18
- Figure 88: UK best- and worst-case forecast for value sales of the depilatories and bleach segment, 2008-18
- Figure 89: UK best- and worst-case forecast for value sales of the shaving preparations segment, 2008-18
- Figure 90: UK best- and worst-case forecast for value sales of the electrical shavers and hair removal devices segment, 2008-18
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Appendix – Who’s Innovating?
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- Figure 91: New product launches in the UK shaving and depilatories market, % share by company (top 5 and others), 2012
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Appendix – Brand Research – Men’s Shaving and Hair Removal
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- Figure 92: Brand usage, July 2013
- Figure 93: Brand commitment, July 2013
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- Figure 94: Brand momentum, July 2013
- Figure 95: Brand diversity, July 2013
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- Figure 96: Brand satisfaction, July 2013
- Figure 97: Brand attitude, July 2013
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- Figure 98: Brand image – macro image, July 2013
- Figure 99: Brand image – micro image, July 2013
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- Figure 100: Profile of target groups, by demographics, July 2013
- Figure 101: Psychographic segmentation, by target groups, July 2013
- Figure 102: Brand usage, by target groups, July 2013
- Brand index
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- Figure 101: Brand Index, July 2013
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Appendix – Brand Research – Women’s Shaving and Hair Removal
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- Figure 103: Brand usage, July 2013
- Figure 104: Brand commitment, July 2013
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- Figure 105: Brand momentum, July 2013
- Figure 106: Brand diversity, July 2013
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- Figure 107: Brand satisfaction, July 2013
- Figure 108: Brand attitude, July 2013
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- Figure 109: Brand image – macro image, July 2013
- Figure 110: Brand image – micro image, July 2013
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- Figure 111: Profile of target groups, by demographics, July 2013
- Figure 112: Psychographic segmentation, by target groups, July 2013
- Figure 113: Brand usage, by target groups, July 2013
- Brand index
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- Figure 114: Brand index, July 2013
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Appendix – The Consumer – Product Usage, Frequency and Purchasing Amongst Men
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- Figure 115: Male frequency of hair removal from body areas, July 2013
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- Figure 116: Male frequency of hair removal from jawline/chin, by demographics, July 2013
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- Figure 117: Male frequency of hair removal from pubic area, by demographics, July 2013
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- Figure 118: Hair removal methods used, July 2013
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- Figure 119: Hair removal methods used, July 2013 (continued)
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- Figure 120: Jawline/chin hair removal methods used, by demographics, July 2013
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- Figure 121: Most popular hair removal products/services purchased, by demographics, July 2013
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- Figure 122: Next most popular hair removal products/services purchased, by demographics, July 2013
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- Figure 123: Other hair removal products/services purchased, by demographics, July 2013
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Appendix – The Consumer – Product Usage, Frequency and Purchasing Amongst Women
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- Figure 124: Facial skincare products launched with eyebrow care claims in the UK, January 2009-August 2013
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- Figure 125: Female frequency of hair removal from eyebrows, by demographics, July 2013
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- Figure 126: Female frequency of hair removal from upper lip, by demographics, July 2013
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- Figure 127: Female frequency of hair removal from jawline/chin, by demographics, July 2013
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- Figure 128: Female frequency of hair removal from armpits, by demographics, July 2013
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- Figure 129: Female frequency of hair removal from pubic area, by demographics, July 2013
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- Figure 130: Female frequency of hair removal from legs, by demographics, July 2013
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- Figure 131: Hair removal methods used, July 2013
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- Figure 132: Jawline/chin hair removal methods used, by demographics, July 2013
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- Figure 133: Armpits hair removal methods used, by demographics, July 2013
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- Figure 134: Pubic area hair removal methods used, by demographics, July 2013
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- Figure 135: Legs hair removal methods used, by demographics, July 2013
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- Figure 136: Most popular hair removal products/services purchased, by demographics, July 2013
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- Figure 137: Next most popular hair removal products/services purchased, by demographics, July 2013
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- Figure 138: Other hair removal products/services purchased, by demographics, July 2013
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- Figure 139: Repertoire for hair removal products/services purchased, by demographics, July 2013
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Appendix – The Consumer – Buying Shaving and Hair Removal Products
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- Figure 140: Attitudes towards buying shaving and hair removal products, July 2013
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- Figure 141: Most popular attitudes towards buying shaving and hair removal products, by demographics, July 2013
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- Figure 142: Next most popular attitudes towards buying shaving and hair removal products, by demographics, July 2013
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Appendix – The Consumer – Innovation in Shaving and Hair Removal
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- Figure 143: Interest in hair removal innovation, July 2013
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- Figure 144: Most popular consumer interest in and willingness to pay more for hair removal innovation (interested and would be willing to pay more for), by demographics, July 2013
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- Figure 145: Next most popular consumer interest in and willingness to pay more for hair removal innovation (interested and would be willing to pay more for), by demographics, July 2013
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- Figure 146: Most popular consumer interest in and willingness to pay more for hair removal innovation (interested but wouldn’t pay more for), by demographics, July 2013
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- Figure 147: Next most popular consumer interest in and willingness to pay more for hair removal innovation (interested but wouldn’t pay more for), by demographics, July 2013
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Appendix – The Consumer – Attitudes Towards Hair Removal
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- Figure 148: Attitudes towards hair removal, July 2013
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- Figure 149: Most popular attitudes towards hair removal, by demographics, July 2013
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- Figure 150: Next most popular attitudes towards hair removal, by demographics, July 2013
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- Figure 151: Other attitudes towards hair removal, by demographics, July 2013
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- Figure 152: Attitudes towards hair removal, by pubic area hair removal methods used, July 2013
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