Shaving and Hair Removal: Incl Impact of COVID-19 - US - April 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
EXECUTIVE SUMMARY 
Figure 1: Short, medium and long term impact of COVID-19 on shaving and hair removal, April 2020
The issues
Shaving and hair removal market expected to see a short-term hit due to COVID-19
Figure 2: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
Adults turn to lower-priced razors
Figure 3: Usage of razors, January 2020
Adults take a relaxed approach to shaving and hair removal
Figure 4: Usage behavior of shaving and hair removal products, January 2020
Frequent usage of professional hair removal services creates challenges
Figure 5: Usage frequency of professional hair removal services, January 2020
Young adults hold brands accountable for plastic waste
Figure 6: Select attitudes and behaviors toward shaving and hair removal products, by age, January 2020
The opportunities
Men are highly engaged and invested in their grooming routines
Figure 7: Select product usage and shaving and hair removal routines, by gender, January 2020
Adults express strong interest in innovations
Figure 8: Trial and interest in select product innovations, any trial or interest (net), January 2020
What it means/what’s next
THE IMPACT OF COVID-19 ON SHAVING AND HAIR REMOVAL
What you need to know
Figure 9: Short, medium and long term impact of COVID-19 on shaving and hair removal, April 2020
Opportunities and Threats
Market will take a short-term hit with limited long-term impact
Need for home maintenance and self-care points to opportunities
The crisis will reinforce growing environmental concerns
Figure 10: Instagram post about improved air quality
COVID-19 will impact the evolution of clean beauty
Impact on the shaving and hair removal products market
2020 will see slower sales growth than previously expected
Figure 11: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2014-24
Shifts in consumer behavior
Short term panic buying will lead to sales dip
Quarantine impacts facial hair trends
Figure 12: Instagram posts with #quarantinebeard
Those who use professional services turn to at-home products
Key consumer segments
Consumers will look to brands that provide support and focus on community
Figure 13: Waksé Instagram post
Figure 14: Instagram post from Flamingo
How a COVID-19 recession will reshape the shaving and hair removal industry
Economic insecurity leads to higher price sensitivity
Changing needs create a new path for the industry
Traditional distribution channels will continue to be challenged
COVID-19: US context
THE MARKET – WHAT YOU NEED TO KNOW
Shaving and hair removal market expects short-term hit due to COVID-19
Non-disposables see gains, while disposables see declines; other retailers dominate sales
Potential for bans on plastic used in BPC products
MARKET SIZE AND FORECAST
Shaving and hair removal market expects short-term hit due to COVID-19
Figure 15: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2014-24
MARKET BREAKDOWN
Non-disposables and refill cartridges see gains, while disposable sales decline
Figure 16: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
Other retailers dominate market sales
Figure 17: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2014-19
MARKET FACTORS
Potential for bans on plastic used in BPC products
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Smaller brands are stealing share from leading players
New entrants are disrupting the market; subscription services become mainstream
High-quality yet affordable non-disposable razors challenge disposables
Expect new innovations to hit the market
COMPANY AND BRAND SALES OF SHAVING AND HAIR REMOVAL PRODUCTS MARKET
Smaller brands are stealing share from leading brands
Sales of shaving and hair removal products by company
Figure 18: Multi-outlet sales of shaving and hair removal, by leading companies, rolling 52 weeks 2019 and 2020
WHAT’S WORKING?
Smaller brands see gains in all segments…
Figure 19: MULO sales of Harry’s, Flamingo and Joy/Glee products, rolling 52 weeks 2019 and 2020
…but need a boost in brand awareness
Billie’s messaging aligns with younger adults’ values but needs a boost in awareness
Figure 20: Instagram post about Billie
Figure 21: Correspondence analysis – Symmetrical map – Brand perceptions, January 2020
Methodology
Razor subscription services are hitting the mainstream
Figure 22: Gillette Venus Direct Club Instagram photos
WHAT’S STRUGGLING?
Disposable razors continue to struggle in competitive environment
Figure 23: Total US retail sales of disposable razors and non-disposable razors, by segment, at current prices, 2017 and 2019
Figure 24: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
WHAT’S NEXT?
Professional hair removal increases the need for post-service care
Figure 25: iS Clinical’s SHEALD Recovery Balm
Expect more solutions to plastic pollution
Figure 26: Bulldog Skincare for Men Original Bamboo Razor
Figure 27: Preserve Ocean Plastic Shave Razor
Time to wave goodbye to traditional gendered products
Figure 28: Dollar Shave Club’s Getting Ready campaign video
Figure 29: BIC Made for YOU Razor
Say hello to new and improved at-home wax kits and depilatories
Who is already doing this?
Figure 30: Instagram post of Waksé products
Figure 31: Leg Mask by Nair
THE CONSUMER – WHAT YOU NEED TO KNOW 
Most adults remove unwanted hair at home
Nearly all razors experienced an increase in usage
Usage of shaving and hair removal products rises
Adults want brands to facilitate waste-free routines
Adults use products as needed
Innovations that go beyond functional benefits garner strong interest
AT-HOME HAIR REMOVAL VS PROFESSIONAL HAIR REMOVAL SERVICES
Most adults remove unwanted hair at home
Figure 32: Hair removal area, by location, January 2020
Younger adults turn to professionals
Figure 33: Professional hair removal – area, by age, January 2020
Lifestage factors impact type of service
Figure 34: Types of professional hair removal services, by age, January 2020
USAGE OF RAZORS 
Nearly all razors experienced an increase in usage
Disposable razors enjoy heaviest usage… for now
Figure 35: Usage of razors, June 2018 and January 2020
Men use premium razors, while women are value driven
Figure 36: Usage of razors, by gender, January 2020
Lifestage factors impact razor usage
Figure 37: Usage of razors, by age, January 2020
Usage of trimmers is driven by Black adults
Figure 38: Usage of razors, by race and Hispanic origin, January 2020
USAGE OF SHAVING AND HAIR REMOVAL PRODUCTS
Usage of shaving and hair removal products rises
Figure 39: Usage of shaving and hair removal products, June 2018 and January 2020
Men use a wide range of products for their shaving routines
Figure 40: Usage of shaving and hair removal products, by gender, January 2020
Adults aged 25-34 use a wide range of products
Figure 41: Usage of shaving and hair removal products, by age, January 2020
Hispanic adults focus on skin health
Figure 42: Usage of select shaving and hair removal products, by race and Hispanic origin, January 2020
ATTITUDES AND BEHAVIORS TOWARD SHAVING AND HAIR REMOVAL PRODUCTS
Adults want brands to facilitate waste-free routines
Figure 43: Attitudes and behaviors toward shaving and hair removal products, January 2020
Figure 44: Instagram post of Gillette Razor Recycling Program
Young adults want to make eco-conscious purchases
Younger adults are moving away from gendered products
Figure 45: Attitudes and behaviors toward shaving and hair removal products, by age, January 2020
SHAVING AND HAIR REMOVAL ROUTINES
Adults use products as-needed
Those who use professional services will need to find alternatives due to COVID-19
Figure 46: Shaving and hair removal routines, January 2020
Men shave frequently, while women remove hair as-needed
Figure 47: Flamingo Mons Mist
Figure 48: Select shaving and hair removal routines, by gender, January 2020
Younger adults take a relaxed approach to hair removal
Figure 49: Select shaving and hair removal routines, by age, January 2020
Black men are highly invested in their facial hair grooming routines
Figure 50: Shaving and hair removal routines, by race and Hispanic origin, January 2020
TRIAL AND INTEREST IN PRODUCT INNOVATIONS
Innovations that go beyond functional benefits garner strong interest
Tapping into skincare trends is a must
Figure 51: OUI the People’s Sugarcoat
Embrace gender neutrality
Consumers want solutions to plastic pollution
Figure 52: Trial and interest in product innovations, January 2020
Women want skin-improving products, not gendered-products
Figure 53: Trial and interest in select product innovations, any trial or interest (net), by gender, January 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 54: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2014-24
Figure 55: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
Figure 56: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2017 and 2019
APPENDIX – RETAIL CHANNELS
Figure 57: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2017 and 2019
Figure 58: US supermarket sales of shaving and hair removal products, at current prices, 2014-19
Figure 59: US drugstore sales of shaving and hair removal products, at current prices, 2014-19
Figure 60: US sales of shaving and hair removal products through other retail channels, at current prices, 2014-19
APPENDIX – KEY PLAYERS 
Figure 61: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 62: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 63: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 64: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 65: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2019 and 2020