Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- Lifestage and Special Groups
- ACORN
- Abbreviations
Executive Summary
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- Drivers for growth
- Importance of wet shaving
- No change at the top
- Switch to systems razors despite shaving apathy
- Future prospects
Market Drivers
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- Shift in age demographics toward older consumers
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- Figure 1: Trends and projections in the UK female population, by age group, 1998-2007
- Targeting the older consumer
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- Figure 2: Trends and projections in the UK male population, by age group, 1998-2007
- Consumer expenditure continues to grow
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- Figure 3: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
- Shaving preference
- Competition through new technology
- Desire to look well groomed
- Boost for sales at Christmas and in the Summer
Market Size and Trends
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- Figure 4: UK Retail sales of shaving products, by value, 1998-2003
- Most consumers prefer to wet shave
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- Figure 5: Retail sales of shaving products, by sector, by value, 2000 and 2002
- Figure 6: retail sales of shaving products, by sector, by value, 2002
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Market Segmentation
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- Wet shave hardware
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- Figure 7: UK retail sales of razors and blades, by value, 1998-2003
- Reasons for growth
- Razors and blades
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- Figure 8: UK retail sales of razors and blades, by segment, by value, 2000 and 2002
- Disposables lose out to systems
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- Figure 9: UK retail sales of razors and blades, by segment, by value, 2002
- Electric shavers
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- Figure 10: UK retail sales of electric shavers, by value, 1998-2003
- Importance of styling
- New models for differing shaving needs
- Wet shave preparations
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- Figure 11: UK retail sales of shaving preparations, by value, 1998-2003
- Male skincare regime
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- Figure 12: UK retail sales of shaving preparations by segment, by value, 2000 and 2002
- Decline in foams dampens growth
- Depilatory products
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- Figure 13: UK retail sales of depilatories, by value, 1998-2003
- NPD produces new depilatory formats
The Supply Structure
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- Brand shares
- Wet shave hardware
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- Figure 14: Manufacturers’ shares of the razors and blades market, by value, 2000 and 2002
- Electric shavers
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- Figure 15: Manufacturers’ shares of the electric shavers market, by value, 2000 and 2002
- Wet shave preparations
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- Figure 16: Manufacturers’ shares of the shaving preparations market, by value, 2000 and 2002
- Depilatory products
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- Figure 17: Manufacturers’ shares of the depilatory products market, by value, 2000 and 2002
- 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 briefs
- September 2003
- August 2003
- July 2003
- May 2003
Distribution
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- Grocers take the lion’s share
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- Figure 18: UK retail sales of razors and blades, by type of outlet, 2000 and 2002
- Figure 19: Evolution of UK retail sales of razors and blades, by type of outlet, 2000 and 2002
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- Figure 20: UK retail sales of electric shavers, by type of outlet, 2000 and 2002
- Electric shavers
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- Figure 21: UK retail sales of shaving preparations, by type of outlet, 2000 and 2002
Advertising and Promotion
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- Above the line
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- Figure 22: Main monitored media advertising expenditure on shaving products, 1997-2002
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- Figure 23: Main monitored media advertising expenditure on wet shaving products, by major brands, 2000-02
- Gillette
- Wilkinson Sword
- BiC
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- Figure 24: Main monitored media advertising expenditure on electric shavers, by major brands, 2000-02
- Below-the-line activity
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- Figure 25: Selected examples of below-the-line activity in the depilatory and shaving products market, Summer 2003
The Consumer
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- Figure 26: Usage of razors and blades, shaving preparations and hair removers, 1998-2003
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- Figure 27: Usage of razors and blades, shaving preparations and hair removers, by gender, age and socio-economic group, 2003
- Younger men key target for wet shaving
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- Figure 28: Usage of razors and blades, shaving preparations and hair removers, by lifestage and Special Groups, 2003
- Near commodity status of razors and blades
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- Figure 29: Usage of razors and blades, shaving preparations and hair removers, by working status and region, 2003
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- Figure 30: Electric shaver ownership, 2002-03
- Increase in usage of men’s electric shavers
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- Figure 31: Usage of men’s electric shavers and women’s electric shavers, by gender, age and socio-economic group, 2003
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- Figure 32: Usage of men’s electric shavers and women’s electric shavers, by lifestage and Special Groups, 2003
- Third agers and retired men tend to dry shave
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- Figure 33: Usage of men’s electric shavers and women’s electric shavers, by working status and region, 2003
- Exclusive consumer research
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- Figure 34: Products used for hair removal, 1999, 2000 and 2003
- Razors with disposable blades overtake disposables
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- Figure 35: Products used for hair removal, by gender, 2003
- Men prefer razors with disposable blades
- Women opt for disposables
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- Figure 36: Products used for hair removal, by gender, age and socio-economic group, 2003
- Younger age bias of razors with disposable blades
- Upmarket skew of razors with disposable blades
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- Figure 37: Products used for hair removal, by lifestage, working status and Special Groups, 2003
- System razors and electric shavers preferred by full-time workers
- ABC1 bias of shaving preparations
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- Figure 38: Products used for hair removal, by region and ACORN categories, 2003
- Internet users favour gels
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Consumer Typologies
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- Figure I: Agreement with statements on shaving, 2003
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- Figure II: Agreement with statements on shaving, by gender, 2003
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- Figure III: Agreement with statements about shaving, by gender, age and socio-economic group, 2003
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- Figure IV: Agreement with statements about shaving, by lifestage, age of children and Special Groups, 2003
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- Figure V: Agreement with statements about shaving, by region and ACORN categories, 2003
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- Figure VI: Cross analysis of products used for hair removal, July 2003
- Weight of purchase: Men
- Men’s shaving hardware
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- Figure VII: Men’s purchasing of shaving hardware, by the number of types purchased, by age and socio-economic group, July 2003
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- Figure VIII: Men’s purchasing of shaving hardware, by the number of types purchased, by lifestage, household size and ACORN group, July 2003
- Men’s shaving preparations
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- Figure IX: Men’s purchasing of shaving preparations, by the number of types purchased, by age and socio-economic group, July 2003
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- Figure X: Men’s purchasing of shaving preparations, by the number of types purchased, by lifestage, household size and ACORN group, July 2003
- Weight of purchase: Women
- Women’s shaving hardware
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- Figure XI: Women’s purchasing of shaving hardware, by the number of types purchased, by age and socio-economic group, July 2003
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- Figure XII: Women’s purchasing of shaving hardware, by the number of types purchased, by lifestage, household size and ACORN group, July 2003
- Women’s shaving preparations
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- Figure XIII: Women’s purchasing of shaving preparations, by the number of types purchased, by age and socio-economic group, July 2003
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- Figure XIV: Women’s purchasing of shaving preparations, by the number of types purchased, by age and socio-economic group, July 2003
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- Figure XV: Cross analysis of products used for shaving with attitudes towards shaving, July 2003
- Consumer typologies
- Men
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- Figure XVI: Male shaving typologies, 2003
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- Figure XVII: Male consumer typologies, by age and socio-economic group, July 2003
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- Figure XVIII: Male consumer typologies, by lifestage, presence of children and Special Groups, July 2003
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- Figure XIX: Male consumer typologies, by ACORN categories and region, July 2003
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- Figure XX: Cross analysis of male consumer typologies with products used for shaving
- Women
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- Figure XXI: Women’s shaving typologies, 2003
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- Figure XXII: Female shaving typologies, by age and socio-economic group, July 2003
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- Figure XXIIII: Female consumer typologies, by lifestage, presence of children and Special Groups, July 2002
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- Figure XXIV: Female consumer typologies, by marital status, working status and household size, July 2003
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- Figure XXV: Female consumer typologies, by ACORN categories and region, July 2003
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- Figure XXVI: Cross analysis of consumer typologies, by products used, July 2003
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The Future
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- NPD will fuel growth within wet shaving
- Plenty of opportunities to develop women’s shaving products
- Electric shavers appeal to style-conscious consumers
- Shaving preparations benefit from interest in men’s grooming
- The wax sector to boost depilatories
Forecast
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- Figure 39: Forecast of the shaving products market, 2003-07
- Wet shaving will continue to dominate
- Electric shavers will show slower growth
- Preparations growth to slow
- Growth in depilatories
- Factors used for the forecast
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