Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- A declining category
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- Figure 1: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2013-23
- Companies and brands
- Shaving preparations and depilatories declined in value in 2018
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- Figure 2: Brand shares in the UK shaving preparations and depilatories market, year ending August 2018
- Gillette dominates razors and blades
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- Figure 3: Brand shares in the UK razors and blades market, year ending August 2018
- Little in new innovation to entice consumers
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- Figure 4: New product launches in the UK shaving and depilatories market, by product type, January 2015-June 2018
- The consumer
- Body hair removal is on the rise
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- Figure 5: Hair removal areas – Body, June 2016 and June 2018
- Facial hair removal also sees an increase
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- Figure 6: Hair removal areas – Face, June 2016 and June 2018
- Home hair removal is preferred
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- Figure 7: Places of hair removal, June 2018
- Shaving is the most popular method
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- Figure 8: Methods of hair removal, June 2018
- Frequency of hair removal is on the rise
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- Figure 9: Change in frequency of hair removal in the last 12 months, June 2018
- Warm summer may be impacting hair growth
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- Figure 10: Reasons for change in frequency of hair removal, June 2018
- Electric hair removal increases in frequency
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- Figure 11: Changes in usage of hair removal methods in the last 12 months, June 2018
- Beards should be well groomed
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- Figure 12: Attitudes towards face and body hair and hair removal, June 2018
- What we think
Issues and Insights
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- Hair removal is on the up, but the market is declining
- The facts
- The implications
- The battle of the shaving brands
- The facts
- The implications
The Market – What You Need to Know
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- The category declines in value
- Razors dominate the market
- Discounters and the online channel ride the wave
- Ageing can impact the appearance of facial hair
- Consumers shop cautiously in BPC
- Beards are here to stay
Market Size and Forecast
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- A category in decline
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- Figure 13: UK value sales of men’s and women’s shaving and hair removal products, 2013-23
- Long-term decline estimated
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- Figure 14: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2013-23
- Forecast methodology
Market Segmentation
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- Razors continue to dominate
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- Figure 15: UK retail value sales of men’s and women’s shaving products and depilatories, by segment, year to June 2017 and 2018
- Electric hair removal shows a decline
- Depilatories show biggest decline
Channels to Market
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- Discounters fare well
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- Figure 16: UK retail value sales of shaving and hair removal products, by outlet type, 2016-18 (est)
- Subscriptions are driving the online sector
Market Drivers
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- Ageing impacts hair
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- Figure 17: Trends in the age structure of the UK population, 2013-23
- Consumer confidence is on the rise…but consumers remain cautious
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- Figure 18: Beauty/grooming product shopping habits, June 2017 and June 2018
- The sunshine effect
- Beards remain in vogue
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- Figure 19: Facial skincare products used by men (NETs), by type of facial hair, May 2018
- Personalisation opportunities
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- Figure 20: Reasons for interest in personalisation, April 2018
- Salon hair removal is on the rise
Companies and Brands – What You Need to Know
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- Gillette leads value sales
- NPD sees a decline
- Men are the focus
- Speed is important
- Recorded advertising spend sees a steady rise
- Dollar Shave Club and Harry’s bring new marketing messages
- P&G dominates advertising spend
- Usage drives trust
Market Share
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- L’Oréal sees rise in value
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- Figure 21: Brand shares in the UK shaving preparations and depilatories market, years ending August 2017 and 2018
- Gillette fares well in razors and blades
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- Figure 22: Brand shares in the UK razors and blades market, years ending August 2017 and 2018
Launch Activity and Innovation
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- NPD is on the decline
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- Figure 23: New product launches in the UK shaving and depilatories market, by product type, January 2015-June 2018
- Relaunches in razors in 2017
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- Figure 24: New product launches in the UK shaving and hair removal market, by launch type, January 2015-June 2018
- Figure 25: Razor relaunches in 2017
- Men’s launches see a rise
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- Figure 26: Examples of NPD in hair removal products designed for men, 2017 and January-June 2018
- Convenience claims see a rise
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- Figure 27: Top six fastest-growing claims in the UK shaving and hair removal market, 2016-17
- Botanical/herbal claims top the list in 2017
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- Figure 28: Top five claims in the UK shaving and hair removal market, 2017
- Razors lead NPD in 2017
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- Figure 29: New product launches in the UK shaving and hair removal category, by top ultimate companies, 2017
- Targeting a wider male consumer
Advertising and Marketing Activity
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- Steady rise in recorded advertising spend
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by media type, January 2015-July 2018
- Dollar Shave Club promotes a ‘woke’ image
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- Figure 31: Example of a MEL magazine article, August 2017
- P&G dominates advertising spend
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by ultimate company, 2017
- Electric razors increase in focus
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- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by product category, 2016 and 2017
- Nielsen Ad Intel coverage
Brand Research – Women’s
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- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, July 2018
- Key brand metrics
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- Figure 35: Key metrics for selected brands, July 2018
- Brand attitudes: Gillette Venus and Veet are trusted
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- Figure 36: Attitudes, by brand, July 2018
- Brand personality: BIC Soleil is considered accessible
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- Figure 37: Brand personality – Macro image, July 2018
- Nad’s has a quirky personality
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- Figure 38: Brand personality – Micro image, July 2018
- Brand analysis
- Gillette Venus has broad usage
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- Figure 39: User profile of Gillette Venus, July 2018
- Veet is popular with young women
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- Figure 40: User profile of Veet, July 2018
- BIC Soleil appeals to lower incomes
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- Figure 41: User profile of BIC Soleil, July 2018
- Nad’s has low usage
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- Figure 42: User profile of Nad’s, July 2018
Brand Research – Men’s
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- Brand map
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- Figure 43: Attitudes towards and usage of selected brands, July 2018
- Key brand metrics
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- Figure 44: Key metrics for selected brands, July 2018
- Brand attitudes: BIC offers value for money
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- Figure 45: Attitudes, by brand, July 2018
- Brand personality: Gillette is accessible
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- Figure 46: Brand personality – Macro image, July 2018
- House 99 is considered glamorous
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- Figure 47: Brand personality – Micro image, July 2018
- Brand analysis
- Gillette appeals to older men
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- Figure 48: User profile of Gillette, July 2018
- King of Shaves has low usage
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- Figure 49: User profile of King of Shaves, July 2018
- BIC shares same basic image as BIC Soleil
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- Figure 50: User profile of BIC, July 2018
- House 99 has niche appeal
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- Figure 51: User profile of House 99, July 2018
The Consumer – What You Need to Know
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- Hair removal is on the rise
- Home hair removal is preferred
- Shaving is popular
- Frequency of hair removal is on the rise
- Electrical hair removal methods are used more
- Beards should be well groomed
- Unfair expectations
Body Hair Removal
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- Body hair removal is on the increase
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- Figure 52: Hair removal areas – Body, June 2016 and June 2018
- Young men are driving the hair-free movement
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- Figure 53: Hair removal from selected body areas amongst men aged 16-24, June 2016 and June 2018
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- Figure 54: BAKblade 2.0, May 2018
Facial Hair Removal
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- Focus on eyebrows and nose
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- Figure 55: Hair removal areas – Face, June 2016 and June 2018
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- Figure 56: September 2018 British Vogue cover, July 2018
- Older men are grooming around the face
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- Figure 57: Male hair removal from eyebrows, nose and ears, by age, June 2018
- Women’s facial hair focal points change with age
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- Figure 58: Female hair removal from jawline/chin and upper lip, by age, June 2018
Methods of Hair Removal
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- Home hair removal trumps the salon
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- Figure 59: Places of hair removal, June 2018
- Young men and women visit the salon
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- Figure 60: Hair removal at the salon, by age and gender, June 2018
- Shaving is preferred
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- Figure 61: Methods of hair removal, June 2018
- Waxing doesn’t suit age
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- Figure 62: Usage of hair removal creams and waxing at home, by age, June 2018
Changes in Frequency of Hair Removal
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- Frequency of hair removal is on the rise
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- Figure 63: Changes in frequency of hair removal in the last 12 months, June 2018
- Women are becoming more relaxed about their bodies but not face
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- Figure 64: Removal of body or facial hair less/more frequently in the last 12 months, all vs females, June 2018
- Young men removing body hair almost as much as young women
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- Figure 65: Body hair removal frequency amongst 16-24s, by gender, June 2018
- Warm summer could be impacting hair growth
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- Figure 66: Reasons for change in frequency of hair removal, June 2018
- Time is important
- Skincare is driving body hair removal
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- Figure 67: Change in frequency of hair removal for skincare reasons, by body and facial hair removal frequency, June 2018
Changes in Usage of Hair Removal Methods
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- Electric hair removal increases in frequency
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- Figure 68: Changes in usage of hair removal methods in the last 12 months, June 2018
- Depilatories are used with other methods
- Few people are trading up
Attitudes towards Face and Body Hair and Hair Removal
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- Beards are chic…but only if they are tidy
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- Figure 69: Attitudes towards face and body hair and hair removal, June 2018
- Unfair expectations
- Hair is OK…sometimes
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- Figure 70: Agreement with visible underarm hair being acceptable, by age, June 2018
- Professional services become more competitive
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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