Table of Contents
Introduction
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- Products covered in this report
- Abbreviations
Executive Summary
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- Market growth returns in 2014
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- Figure 1: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2009-19
- The ageing UK population poses a threat
- Shaving preparations increase share of launch activity
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- Figure 2: New product launches in the UK shaving and depilatories market, by product type, 2011-14
- Three quarters of hair removers choose wet shaving
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- Figure 3: Hair removal methods, June 2014
- Razors innovations top NPD interest
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- Figure 4: Interest in new product development, June 2014
- Young women remove pubic hair to feel attractive
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- Figure 5: Attitudes towards body hair, June 2014
- What we think
Issues and Insights
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- Men’s body hair removal becomes a focus for the market
- The facts
- The implications
- IPL, laser and hair retardant products threaten the market
- The facts
- The implications
Trend Application
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- Trend: The Real Thing
- Trend: Extend My Brand
- Trend: Life Hacking
Market Drivers
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- Key points
- Ageing population threatens the market
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- Figure 6: Trends in the age structure of the UK population, by gender, 2009-19
- Salon beauty spend falls
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- Figure 7: Trends in proportion of people spending extra money on beauty, June 2010-June 2014
- Over a quarter took a beach holiday in 2013
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- Figure 8: Last holiday type, November 2013
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- Figure 9: Mean annual temperatures and sunshine hours, summer (June-August) 2000-13
- New campaigns challenge social norms
Who’s Innovating?
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- Key points
- Shaving preparations increase share of launch activity
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- Figure 10: New product launches in the UK shaving and depilatories market, by product type, 2011-14
- Figure 11: Examples of new products launched in the shaving preparations market, August 2013-July 2014
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- Figure 12: New product launches in the UK shaving and depilatories market, by launch type, 2011-14
- Figure 13: Examples of limited edition and new packaging for Gillette products, 2014
- Free-from claims increase in 2013
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- Figure 14: Top product positioning claims in the UK shaving preparation and depilatories market, by top 10 for 2013, 2011-13
- Figure 15: Examples of new products launched in the shaving preparations and depilatories market featuring free-from claims, August 2013-July 2014
- Men’s launches continue to dominate
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- Figure 16: Examples of men’s shaving preparation and depilatory launches
- Reckitt Benckiser brand Veet led NPD in 2013
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- Figure 17: UK shaving and hair removal new product launches, by top five ultimate companies, 2013
- Home hair removal devices
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- Figure 18: Examples of IPL and laser home hair removal devices
Market Size and Forecast
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- Key points
- 2014 sees sales growth return
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- Figure 19: Value sales of men’s and women’s shaving and hair removal products, 2009-19
- The future
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- Figure 20: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Razors and blades take 60% of category sales in 2013
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- Figure 21: UK retail value sales of men’s and women’s shaving products and depilatories, by segment, 2012-14
- Depilatory products fail to see growth
Market Share
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- Key points
- NIVEA for Men grows in the shaving and depilatories market
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- Figure 22: Brand shares in UK shaving preparation and depilatories market, June 2012 – June 2014
- Gillette-branded razors see a mixed sales performance in 2014
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- Figure 23: Brand shares in UK razors and blades market, June 2012-June 2014
- Promotional offers cause own-label sales to fall in 2014
Companies and Products
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- Beiersdorf
- Background and structure
- Strategy and financial performance
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- Figure 24: Beiersdorf UK Limited financial performance, 2011 and 2012
- Product range and innovation
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- Figure 25: Examples of new product launches by Beiersdorf in the shaving and hair removal market, August 2013-July 2014
- Marketing and advertising
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- Figure 26: Example of the perfect shave advice from NIVEA Men, May 2014
- Deciem
- Background and structure
- Strategy and financial performance
- Product range and innovation
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- Figure 27: Examples of new product launches by Deciem in the shaving and hair removal market, July 2013-July 2014
- Marketing and advertising
- Procter & Gamble
- Background and structure
- Strategy and financial performance
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- Figure 28: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012 and 2013
- Product range and innovation
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- Figure 29: Examples of new product launches by Proctor & Gamble in the shaving and hair removal market, August 2013-July 2014
- Marketing and advertising
- Reckitt Benckiser
- Background and structure
- Strategy and financial performance
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- Figure 30: Reckitt Benckiser (global) financial performance, 2011 and 2012
- Product range and innovation
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- Figure 31: Examples of new product launches by Reckitt Benckiser in the shaving and hair removal market, August 2013-July 2014
- Marketing and advertising
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- Figure 32: Example of the Veet Femme Fatale series, August 2014
Brand Research – Men’s Shaving and Hair Removal Products
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- Brand map
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- Figure 33: Attitudes towards and usage of brands in the men’s shaving sector, August 2014
- Correspondence analysis
- Brand attitudes
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- Figure 34: Attitudes, by men’s shaving brand, August 2014
- Brand personality
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- Figure 35: Men’s shaving brand personality – macro image, August 2014
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- Figure 36: Men’s shaving brand personality – micro image, August 2014
- Brand experience
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- Figure 37: Men’s shaving brand usage, August 2014
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- Figure 38: Satisfaction with various men’s shaving brands, August 2014
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- Figure 39: Consideration of men’s shaving brands, August 2014
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- Figure 40: Consumer perceptions of current men’s shaving brand performance, August 2014
- Brand recommendation
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- Figure 41: Recommendation of selected men’s shaving brands, August 2014
Brand Research – Women’s Shaving and Hair Removal Products
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- Brand map
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- Figure 42: Attitudes towards and usage of brands in the women’s shaving sector, August 2014
- Correspondence analysis
- Brand attitudes
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- Figure 43: Attitudes, by women’s shaving brand, August 2014
- Brand personality
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- Figure 44: Women’s shaving brand personality – macro image, August 2014
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- Figure 45: Women’s shaving brand personality – micro image, August 2014
- Brand experience
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- Figure 46: Women’s shaving brand usage, August 2014
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- Figure 47: Satisfaction with various women’s shaving brands, August 2014
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- Figure 48: Consideration of women’s shaving brands, August 2014
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- Figure 49: Consumer perceptions of current women’s shaving brand performance, August 2014
- Brand recommendation
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- Figure 50: Recommendation of selected women’s shaving brands, August 2014
Brand Communication and Promotion
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- Key points
- Advertising spend at 5.2% of sales in 2013
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- Figure 51: UK main monitored media advertising spends on men’s and women’s shaving and hair removal products, 2011-14
- Radiancy Inc. doubles share of advertising spend
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- Figure 52: UK main monitored media advertising spends on men’s and women’s shaving and hair removal products, by top five advertisers, 2012-14
- TV remains the dominant medium
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- Figure 53: UK main monitored media advertising spends on men’s and women’s shaving and hair removal products, by media type, 2012-14
- Figure 54: Wahanda advert on London Underground, July 2014
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- Figure 55: Example of the Nair internet advertising campaign, August 2014
- Manual razors and hair removal devices lead adspend
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- Figure 56: UK main monitored media advertising spends on men’s and women’s shaving and hair removal products, by product category, 2012 and 2013
Channels to Market
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- Key points
- Grocery retailers remain the dominant channel
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- Figure 57: UK retail value sales of men’s and women’s shaving and hair removal products, by outlet type, 2012-14
- Discounters benefit from savvy shopping…
- …while online sales appeal with niche products
The Consumer – Areas of Hair Removal
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- Key points
- Over nine in 10 women remove body hair
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- Figure 58: Hair removal areas – body, by gender, June 2014
- Seniors less likely to remove body hair
- Young men increasingly grooming
- Eight in 10 men remove hair from their face
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- Figure 59: Hair removal areas – face, by gender, June 2014
- Young women focus on facial hair removal
The Consumer – Hair Removal Methods
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- Key points
- Over three quarters of hair removers choose wet shaving
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- Figure 60: Hair removal methods, June 2014
- Hair removal creams preferred by younger adults
- Online booking boosts salon services
- Repertoire of removal methods
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- Figure 61: Repertoire of hair removal methods, by gender, June 2014
The Consumer – Reasons for Using Salon Hair Removal Services
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- Key points
- Long-lasting results the primary appeal
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- Figure 62: Reasons for using salon hair removal services, June 2014
- Event preparation brings a usage occasion
- Success of in-store treatment bars
The Consumer – Interest in New Product Development
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- Key points
- Razors top NPD interest
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- Figure 63: Interest in new product development, June 2014
- Hair removal with beauty benefits
- Men’s body hair grooming
The Consumer – Attitudes towards Body Hair
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- Key points
- Young women remove pubic hair to feel attractive
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- Figure 64: Attitudes towards body hair, June 2014
- Men feel pressure to remove body hair
- The fashion for beards has created market opportunities
- Underarms get more attention in 2014
The Consumer – Attitudes towards Shaving Preparations
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- Key points
- Women most likely to shave with general soap or shower products
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- Figure 65: Attitudes towards shaving preparations, June 2014
- Interest in sensitive and free-from products
- Diversifying ethnic mix of UK population presents opportunity
Appendix – Who’s Innovating?
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- Figure 66: UK shaving and hair removal new product launches, by top five ultimate companies in January-July 2014, 2011-14
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Appendix – Brand Research
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- Figure 67: Brand usage, August 2014
- Figure 68: Brand commitment, August 2014
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- Figure 69: Brand momentum, August 2014
- Figure 70: Brand diversity, August 2014
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- Figure 71: Brand satisfaction, August 2014
- Figure 72: Brand recommendation, August 2014
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- Figure 73: Brand attitude, August 2014
- Figure 74: Brand image – macro image, August 2014
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- Figure 75: Brand image – micro image, August 2014
- Figure 76: Brand usage, August 2014
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- Figure 77: Brand commitment, August 2014
- Figure 78: Brand momentum, August 2014
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- Figure 79: Brand diversity, August 2014
- Figure 80: Brand satisfaction, August 2014
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- Figure 81: Brand recommendation, August 2014
- Figure 82: Brand attitude, August 2014
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- Figure 83: Brand image – macro image, August 2014
- Figure 84: Brand image – micro image, August 2014
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Appendix – The Consumer – Areas of Hair Removal
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- Figure 85: Hair removal areas – Body, June 2014
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- Figure 86: Most popular hair removal areas – Body, by demographics, June 2014
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- Figure 87: Next most popular hair removal areas – Body, by demographics, June 2014
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- Figure 88: Hair removal methods, by most popular hair removal areas – Body, June 2014
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- Figure 89: Hair removal methods, by next most popular hair removal areas – Body, June 2014
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- Figure 90: Hair removal areas – Body, by agreement with the statement ‘I feel it is expected of me to remove hair from my underarms’, June 2014
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- Figure 91: Hair removal areas – Body, by agreement with the statement ‘I feel it is expected of me to remove hair from my legs’, June 2014
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- Figure 92: Hair removal areas – Body, by agreement with the statement ‘I feel it is expected of me to remove hair from my torso^’, June 2014
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- Figure 93: Hair removal areas – Body, by agreement with the statement ‘Removing pubic hair makes me feel more attractive^^’, June 2014
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- Figure 94: Hair removal areas – Body, by agreement with the statement ‘I remove pubic hair to feel more hygienic^^’, June 2014
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- Figure 95: Hair removal areas – Body, by agreement with the statement ‘I feel pressure from others to keep my facial hair neat and tidy^’, June 2014
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- Figure 96: Hair removal areas – Body, by agreement with the statement ‘I experience problems with my facial hair such as ingrown hairs^’, June 2014
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- Figure 97: Hair removal areas – Body, by agreement with the statement ‘I think it looks unprofessional for men to have un-groomed facial hair in the workplace’, June 2014
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- Figure 98: Hair removal areas – Body, by agreement with the statement ‘I think it is fashionable for men to have beards’, June 2014
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- Figure 99: Hair removal areas – Body, by agreement with the statement ‘I feel excess body hair on others is unattractive’, June 2014
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- Figure 100: Hair removal areas – Body, by agreement with the statement ‘There is more pressure nowadays for women to remove body hair’, June 2014
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- Figure 101: Hair removal areas – Body, by agreement with the statement ‘There is more pressure nowadays for men to remove/groom body hair’, June 2014
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- Figure 102: Hair removal areas – Face, June 2014
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- Figure 103: Hair removal areas – Face, by demographics, June 2014
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- Figure 104: Hair removal methods, by hair removal areas – Face, June 2014
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Appendix – The Consumer – Hair Removal Methods
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- Figure 105: Hair removal methods, June 2014
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- Figure 106: Hair removal methods – Wet shaving, by demographics, June 2014
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- Figure 107: Hair removal methods – Plucking, by demographics, June 2014
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- Figure 108: Hair removal methods – Dry shaving, by demographics, June 2014
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- Figure 109: Hair removal methods – Manual trimming, by demographics, June 2014
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- Figure 110: Hair removal methods – Electric trimming, by demographics, June 2014
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- Figure 111: Hair removal methods – Hair removal creams, by demographics, June 2014
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- Figure 112: Hair removal methods – Epilating, by demographics, June 2014
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- Figure 113: Hair removal methods – Waxing, by demographics, June 2014
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- Figure 114: Hair removal methods – Threading, by demographics, June 2014
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- Figure 115: Hair removal methods – Sugaring, by demographics, June 2014
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- Figure 116: Hair removal methods – Laser hair removal, by demographics, June 2014
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- Figure 117: Hair removal methods – Other hair removal method, by demographics, June 2014
- Repertoire analysis – Home and salon
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- Figure 118: Repertoire of hair removal methods, by demographics, June 2014
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Appendix – The Consumer – Reasons for Using Salon Hair Removal Services
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- Figure 119: Reasons for using salon hair removal services, June 2014
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- Figure 120: Most popular reasons for using salon hair removal services, by demographics, June 2014
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- Figure 121: Next most popular reasons for using salon hair removal services, by demographics, June 2014
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- Figure 122: Reasons for using salon hair removal services, by hair removal methods – Wet shaving, June 2014
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- Figure 123: Reasons for using salon hair removal services, by hair removal methods – Dry shaving, June 2014
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- Figure 124: Reasons for using salon hair removal services, by hair removal methods – Manual trimming, June 2014
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- Figure 125: Reasons for using salon hair removal services, by hair removal methods – Electric trimming, June 2014
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- Figure 126: Reasons for using salon hair removal services, by hair removal methods – Epilating, June 2014
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- Figure 127: Reasons for using salon hair removal services, by hair removal methods – Waxing, June 2014
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- Figure 128: Reasons for using salon hair removal services, by hair removal methods – Sugaring, June 2014
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- Figure 129: Reasons for using salon hair removal services, by hair removal methods – Plucking, June 2014
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- Figure 130: Reasons for using salon hair removal services, by hair removal methods – Threading, June 2014
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- Figure 131: Reasons for using salon hair removal services, by hair removal methods – Hair removal creams, June 2014
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- Figure 132: Reasons for using salon hair removal services, by hair removal methods – Laser hair removal, June 2014
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- Figure 133: Reasons for using salon hair removal services, by hair removal methods – Other hair removal method, June 2014
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Appendix – The Consumer – Interest in New Product Development
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- Figure 134: Interest in new product development, June 2014
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- Figure 135: Most popular interest in new product development, by demographics, June 2014
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- Figure 136: Next most popular interest in new product development, by demographics, June 2014
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- Figure 137: Interest in new product development, by hair removal methods – Wet shaving, June 2014
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- Figure 138: Interest in new product development, by hair removal methods – Dry shaving, June 2014
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- Figure 139: Interest in new product development, by hair removal methods – Manual trimming, June 2014
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- Figure 140: Interest in new product development, by hair removal methods – Electric trimming, June 2014
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- Figure 141: Interest in new product development, by hair removal methods – Epilating, June 2014
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- Figure 142: Interest in new product development, by hair removal methods – Waxing, June 2014
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- Figure 143: Interest in new product development, by hair removal methods – Sugaring, June 2014
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- Figure 144: Interest in new product development, by hair removal methods – Plucking, June 2014
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- Figure 145: Interest in new product development, by hair removal methods – Threading, June 2014
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- Figure 146: Interest in new product development, by hair removal methods – Hair removal creams, June 2014
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- Figure 147: Interest in new product development, by hair removal methods – Laser hair removal, June 2014
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- Figure 148: Interest in new product development, by hair removal methods – Other hair removal method, June 2014
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Appendix – The Consumer – Attitudes towards Body Hair
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- Figure 149: Attitudes towards body hair, June 2014
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- Figure 150: Agreement with the statement ‘I remove pubic hair to feel more hygienic^^’, by demographics, June 2014
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- Figure 151: Agreement with the statement ‘Removing pubic hair makes me feel more attractive^^’, by demographics, June 2014
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- Figure 152: Agreement with the statement ‘There is more pressure nowadays for women to remove body hair’, by demographics, June 2014
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- Figure 153: Agreement with the statement ‘I feel excess body hair on others is unattractive’, by demographics, June 2014
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- Figure 154: Agreement with the statement ‘I think it looks unprofessional for men to have un-groomed facial hair in the workplace’, by demographics, June 2014
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- Figure 155: Agreement with the statement ‘I feel it is expected of me to remove hair from my underarms’, by demographics, June 2014
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- Figure 156: Agreement with the statement ‘There is more pressure nowadays for men to remove/groom body hair’, by demographics, June 2014
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- Figure 157: Agreement with the statement ‘I feel it is expected of me to remove hair from my legs’, by demographics, June 2014
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- Figure 158: Agreement with the statement ‘I think it is fashionable for men to have beards’, by demographics, June 2014
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- Figure 159: Agreement with the statement ‘I feel pressure from others to keep my facial hair neat and tidy^’, by demographics, June 2014
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- Figure 160: Agreement with the statement ‘I experience problems with my facial hair such as ingrown hairs^’, by demographics, June 2014
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- Figure 161: Agreement with the statement ‘I feel it is expected of me to remove hair from my torso^’, by demographics, June 2014
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Appendix – The Consumer – Attitudes towards Shaving Preparations
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- Figure 162: Attitudes towards shaving preparations, June 2014
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- Figure 163: Most popular attitudes towards shaving preparations, by demographics, June 2014
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- Figure 164: Next most popular attitudes towards shaving preparations, by demographics, June 2014
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- Figure 165: Attitudes towards shaving preparations, by most popular hair removal areas – Body, June 2014
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- Figure 166: Attitudes towards shaving preparations, by next most popular hair removal areas – Body, June 2014
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- Figure 167: Attitudes towards shaving preparations, by hair removal areas – Face, June 2014
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- Figure 168: Attitudes towards shaving preparations, by hair removal methods – Wet shaving, June 2014
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- Figure 169: Attitudes towards shaving preparations, by hair removal methods – Dry shaving, June 2014
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- Figure 170: Attitudes towards shaving preparations, by hair removal methods – Manual trimming, June 2014
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- Figure 171: Attitudes towards shaving preparations, by hair removal methods – Electric trimming, June 2014
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- Figure 172: Attitudes towards shaving preparations, by hair removal methods – Epilating, June 2014
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- Figure 173: Attitudes towards shaving preparations, by hair removal methods – Waxing, June 2014
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- Figure 174: Attitudes towards shaving preparations, by hair removal methods – Sugaring, June 2014
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- Figure 175: Attitudes towards shaving preparations, by hair removal methods – Plucking, June 2014
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- Figure 176: Attitudes towards shaving preparations, by hair removal methods – Threading, June 2014
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- Figure 177: Attitudes towards shaving preparations, by hair removal methods – Hair removal creams, June 2014
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- Figure 178: Attitudes towards shaving preparations, by hair removal methods – Laser hair removal, June 2014
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- Figure 179: Attitudes towards shaving preparations, by hair removal methods – Other hair removal method, June 2014
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