Shaving and Hair Removal Products - US - September 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Total US sales and fan chart forecast of the shaving and hair removal products market, at current prices, 2009-19
Segment Performance
Figure 2: US retail sales of shaving and hair removal products market, by segment share, 2014
Figure 3: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2012 and 2014
Key players
Figure 4: MULO sales of leading shaving and hair removal companies, rolling 52 weeks 2013 and 2014
The consumer
Women more likely to use disposables, augment with other products
Figure 5: Use of shaving and hair removal products, by gender, July 2014
Younger respondents more likely to use professional hair removal services
Figure 6: Use of professional hair removal services, by age, July 2014
Respondents seek a simplified shaving experience
Figure 7: Interest in shaving and hair removal products, July 2014
Women see hair removal as a key part of being well groomed, men less concerned
Figure 8: Attitudes toward shaving and hair removal, by gender, July 2014
What we think
ISSUES AND INSIGHTS
Disposables are good enough; premium is not worth the price
The issues
The implications
Hair removal services going mainstream among young consumers
The issues
The implications
Depilatories have developed a bad odor
The issues
The implications
Consumers are generally unengaged in the shaving category, not interested in "doing it right" or following a regimen
The issues
The implications
TREND APPLICATIONS
Trend: Life Hacking
Trend: Prepare for the Worst
Trend: Sense of the Intense
MARKET SIZE AND FORECAST
Key points
Sales and forecast of shaving and hair removal products
Figure 9: Total US sales and forecast of shaving and hair removal products, at current prices, 2009-19
Figure 10: Total US sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2009-19
Shaving and hair removal marketplace sheds value in 2014
Figure 11: Total US sales and fan chart forecast of the shaving and hair removal products market, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Key points
Aging population, less inclined to remove hair, is growing
Figure 12: Population by age, 2009-19
Growing Hispanic population is a boon to the shaving market
Figure 13: Population by race and Hispanic origin, 2009-19
Macroeconomic trends provide a favorable environment for shaving products purchase
Figure 14: Consumer Sentiment Index and unemployment, 2000-13
Figure 15: DPI rate of change versus previous month and year ago February 2007-July 2014
Income distribution may underlie consumption patterns in at-home hair removal
Figure 16: Household income distribution, US, 2012
New product activity stabilizes
Beach trips may drive incremental shaving
Figure 17: Beach attendance in the US, 2009-13
COMPETITIVE CONTEXT
Key points
Harry’s and Dollar Shave Club subscription services
Electric razors used by a third of 25-34s, other types of hair removal products used by the majority
Figure 18: Usage of electric razors and other hair removal products, by age, July 2014
Men less inclined to shave, see not shaving as an option
Figure 19: Attitudes toward shaving and hair removal, by gender and age, July 2014
Younger consumers more likely to use professional hair removal services
Figure 20: Use of professional hair removal services, by age, July 2014
SEGMENT PERFORMANCE
Key points
Shavers replace cartridges with disposables
Systems, shave prep, and depilatories also slip
Sales of shaving and hair removal products, by segment
Figure 21: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2012 and 2014
SEGMENT PERFORMANCE – CARTRIDGES AND CARTRIDGE RAZORS
Key points
Mid-range and older cartridges lag in sales behind newer, premium products
Sales and forecast of cartridges
Figure 22: Total US sales and forecast of cartridges, at current prices, 2009-19
Cartridge razor systems sales take another hit, but the future looks promising
Sales and forecast of cartridge razors
Figure 23: Total US sales and forecast of cartridge razors, at current prices, 2009-19
Premium vs standard cartridge razor sales
Figure 24: Total US retail sales and forecast of cartridge razors at current prices, by price point, 2009-19
SEGMENT PERFORMANCE – DISPOSABLE RAZORS
Key points
Improving performance and perceived value drive growth
Sales and forecast of disposable razors
Figure 25: Total US sales and forecast of disposable razors, at current prices, 2009-19
SEGMENT PERFORMANCE – SHAVING CREAM
Key points
No-frills shaving creams from big brands dominate shaving cream category
Sales and forecast of shaving cream
Figure 26: Total US sales and forecast of shaving cream, at current prices, 2009-19
SEGMENT PERFORMANCE – DEPILATORIES
Key points
Flagging depilatories market continues to fall off
Sales and forecast of depilatories
Figure 27: Total US sales and forecast of depilatories, at current prices, 2009-19
RETAIL CHANNELS
Key points
Sales fall across channels, but the balance are still sold through mass merchandisers
Figure 28: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2012-14
Supermarkets should aim to drive fill-in trips of less-expensive shaving and hair removal products
Figure 29: US supermarket sales of shaving and hair removal products, at current prices, 2009-14
Drugstores should capitalize on convenience and impulse purchasing
Figure 30: US drugstore sales of shaving and hair removal products, at current prices, 2009-14
Other retailer sales of shaving and hair removal products on the decline
Figure 31: US sales of shaving and hair removal products, through other retail channels, at current prices, 2009-14
LEADING COMPANIES
Key points
Manufacturer share declines reflect consumer desire for value
Little room for private label among value-oriented national brands
Manufacturer sales of shaving and hair removal products market
Figure 32: Manufacturer sales of shaving and hair removal products market, 2013 and 2014
BRAND SHARE – CARTRIDGES AND CARTRIDGE RAZORS
Key points
Struggles in the mid-range market for cartridges
Manufacturer sales of cartridges
Figure 33: MULO sales of cartridges at retail, by leading companies, rolling 52 weeks 2013 and 2014
Premium razor systems decline in sales, standard (value-oriented) razors surge
Manufacturer sales of cartridge razors
Figure 34: MULO sales of cartridge razors at retail, by leading companies, rolling 52 weeks 2013 and 2014
Figure 35: Key purchase measures for the top brands of cartridges and cartridge replacements, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
BRAND SHARE – DISPOSABLE RAZORS
Key points
P&G brands command largest share of disposables market, but other manufacturers saw stronger brand growth
Consumers seek either “premium” or value disposables
Manufacturer sales of disposable razors
Figure 36: MULO sales of disposable razors at retail, by leading companies, rolling 52 weeks 2013 and 2014
Figure 37: Key purchase measures for the top brands of disposable razors, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
BRAND SHARE – SHAVING CREAM
Key points
Shaving cream consumers reward relevant innovation
Manufacturer sales of shaving cream
Figure 38: MULO sales of shaving cream at retail,  by leading companies, rolling 52 weeks 2013 and 2014
Figure 39: Key purchase measures for the top brands of shaving cream, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
BRAND SHARE – DEPILATORIES
Key points
Ethnic-oriented depilatories exhibit some growth, waxing brands wane
Manufacturer sales of depilatories
Figure 40: MULO sales of depilatories at retail, by leading companies, rolling 52 weeks 2013 and 2014
Figure 41: Key purchase measures for depilatories, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
INNOVATIONS AND INNOVATORS
Most new products are shaving preparations
Figure 42: Share of shaving and hair removal products launched, by segment, 2009-14
Procter and Gamble leads new product launches nearly every year
Figure 43: Share of shaving and hair removal products, by parent company, 2009-14
P&G’s shaving and hair removal products get more elaborate
Disposables go higher end
Premium shaving cream products innovate on fragrance, function
Private label brands launch products in key growth potential segments
Prestige brands enter the market
MARKETING STRATEGIES
Overview of the brand landscape
Webisodes, fashion, and educational content
Gillette “stories” engage and embarrass while teaching about hair removal
Figure 44: Gillette, Male Grooming: How to Shave Your Groin | Gillette Body Razor | Manscaping, February 2014
Gillette fashion tutorials show consumers how to “get the look”
Figure 45: Gillette, Beard Styles: How to Shave the Short Boxed Beard, November 2013
Gillette body establishes the brand’s timeless appeal and relevance of shaving body hair
Figure 46: Gillette, 100 Years of Hair, June 2014
Deep online shopping content from Gillette
Figure 47: Gillette product feature comparisons on amazon.com, August 2014
New shaving technology
Gillette introduces “Powerball” with tangential stories
Figure 48: Gillette, First Girlfriend vs. First Real Girlfriend, 2014
Blurring the benefits of disposables and cartridges
Figure 49: Schick, Flowers: Schick Hydro Silk Disposables, 2014
Challenging the category norms
Ethnic affinity advertising for depilatory products
Figure 50: Softsheen-Carson, Up Your Game – Absolute Fit, 2014
Disposable razors as colorful “accessories,” promoting brand spirit
Figure 51: BiC Soleil, Make Your Own Sun, July 2014
Figure 52: BiC Soleil Web Page: Which Soleil Gal Are You?, August 2014
SOCIAL MEDIA
Key findings
Market overview
Key social media metrics
Figure 53: Key social media metrics for select shaving and hair removal brands, August 2014
Brand usage and awareness
Figure 54: Brand usage and awareness for select shaving and hair removal brands, July 2014
Interactions with shaving and hair removal brands
Figure 55: Interactions with select shaving and hair removal brands, July 2014
Figure 56: Interactions with select shaving and hair removal brands, July 2014
Leading online campaigns
Word of mouth marketing
Sweepstakes/Giveaways
What we think
Online conversations
Figure 57: Conversations around select shaving and hair removal brands, by week, Aug. 18, 2013-Aug. 17, 2014
Where people are talking about shaving and hair removal brands
Figure 58: conversations around select shaving and hair removal brands, by page type, Aug. 18, 2013-Aug. 17, 2014
What people are talking about
Figure 59: Topics of online conversation around select shaving and hair removal brands, Aug. 18, 2013-Aug. 17, 2014
HAIR REMOVAL
Key points
Legs, underarms, pubic region, and head lead in body hair removal
Figure 60: Body hair removal, by gender, July 2014
Figure 61: Body hair removal, by age, July 2014
Opportunity to target shaving enthusiasts
Figure 62: Body hair removal cross analysis, July 2014
Both men and women are keen on facial hair removal
Figure 63: Facial hair removal, by gender, July 2014
Figure 64: Facial hair removal, by age, July 2014
Intensity of hair removal
Figure 65: Body and facial hair removal, by hair removal groups, July 2014
USE OF SHAVING AND HAIR REMOVAL PRODUCTS
Key points
Women use a wider variety of shaving and hair removal products
Figure 66: Use of shaving and hair removal products, by gender, July 2014
Older consumers are an untapped market
Figure 67: Use of shaving and hair removal products, by age, July 2014
Those who prefer to be clean shaven don’t necessarily use premium products
Figure 68: Use of shaving and hair removal products, by clean shaven preference, July 2014
Disposable razors considered a go-to for shaving underarms, legs, and feet
Figure 69: Use of shaving and hair removal products, by body hair removal locations, July 2014
Disposables also high in facial hair removal, but more evenly split with cartridge razors
Figure 70: Use of shaving and hair removal products, by facial hair removal locations, July 2014
Moderate and heavy hair removers use a variety of shaving products
Figure 71: Use of shaving and hair removal products, by hair removal groups, July 2014
USE OF PROFESSIONAL HAIR REMOVAL SERVICES
Key points
Most consumers do not use professional hair removal services
Figure 72: Use of professional hair removal services, by gender, July 2014
Figure 73: Use of professional hair removal services, by age, July 2014
Figure 74: Use of professional hair removal services, by household income, July 2014
Figure 75: Use of professional hair removal services, by employment status, July 2014
Heavy hair removers only slightly more likely to use professional services
Figure 76: Use of professional hair removal services, by hair removal groups, July 2014
INTEREST IN SHAVING AND HAIR REMOVAL PRODUCTS
Key points
Women particularly interested in multitasking products, fewer shaving steps
Figure 77: Interest in shaving and hair removal products, by gender, July 2014
Figure 78: Interest in shaving and hair removal products, by age, July 2014
Figure 79: Interest in shaving and hair removal products, by gender and age, July 2014
Figure 80: Interest in shaving and hair removal products, by household income, July 2014
Heavy hair removers most interested in all product innovations
Figure 81: Interest in shaving and hair removal products, by hair removal groups, July 2014
USE OF AND INTEREST IN SHAVING PREP PRODUCTS
Key points
Sensitive and dye-free products less popular
Figure 82: Shaving cream ingredient interests, by gender, July 2014
Figure 83: Shaving cream ingredient interests, by age, July 2014
Heavy hair removers show greatest interest in sensitive shaving creams
Figure 84: Shaving cream ingredient interests, by hair removal groups, July 2014
Women more likely not to use shaving cream
Figure 85: Shaving cream habits, by gender, July 2014
Youngest consumers cut corners with shave preparation products
Figure 86: Shaving cream habits, by age, July 2014
Men more interested in specially designed shaving creams
Figure 87: Shaving cream interests, by gender, July 2014
Figure 88: Shaving cream interests, by age, July 2014
Figure 89: Shaving cream interests, by use of professional hair removal services, July 2014
Figure 90: Shaving cream interests, by clean shaven preference, July 2014
Figure 91: Shaving cream interests, by hair removal groups, July 2014
ATTITUDES TOWARD HAIR REMOVAL
Key points
Women feel more compelled to remove body hair
Figure 92: Attitudes toward hair removal, by gender, July 2014
Attitudes persist, but pressure to remove hair declines with age
Figure 93: Attitudes toward hair removal, by age, July 2014
Partners promote shaving
Figure 94: Attitudes toward hair removal, by marital status, July 2014
Heavy hair removers more fastidious about shaving
Figure 95: Attitudes toward hair removal, by hair removal groups, July 2014
Professional hair removal services more acceptable among the young
Figure 96: Attitudes toward professional hair removal, by age, July 2014
Figure 97: Use habits of professional hair removal services, by age, July 2014
Heavy hair removers more willing to consider professional hair removal help
Figure 98: Attitudes toward professional hair removal, by hair removal groups, July 2014
RACE AND HISPANIC ORIGIN
Key points
Race reveals differences in areas shaved
Figure 99: Body hair removal, by race/Hispanic origin, July 2014
Hispanics are the most active facial hair removers
Figure 100: Facial hair removal, by race/Hispanic origin, July 2014
Hispanics keen on shaving cream and depilatories
Figure 101: Use of shaving and hair removal products, by race/Hispanic origin, July 2014
Specialized shaving creams have most appeal for White and Black consumers
Figure 102: Types of shaving cream used, by race/Hispanic origin, January 2013-March 2014
Hispanic consumers more likely to use professional hair removal services
Figure 103: Use of professional hair removal services, by race/Hispanic origin, July 2014
Hispanic, Black, and Asian respondents keen on shaving product innovations
Figure 104: Interest in shaving and hair removal products, by race/Hispanic origin, July 2014
Figure 105: Shaving habits, by race/Hispanic origin, July 2014
Hispanic, Black, and Asian respondents interested in specially designed shaving creams
Figure 106: Shaving cream interests, by race/Hispanic origin, July 2014
Clean-shaven preferences less common among non-White respondents
Figure 107: Attitudes toward shaving and hair removal, by race/Hispanic origin, July 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Hair Removal
Figure 108: Body hair removal, by gender and age, July 2014
Figure 109: Facial hair removal, by gender and age, July 2014
Figure 110: Facial hair removal, by employment status, July 2014
Figure 111: Facial hair removal, by clean shaven preference, July 2014
Figure 112: Body and facial hair removal cross analysis, July 2014
Figure 113: Facial hair removal cross analysis, July 2014
Figure 114: Body hair removal, by clean shaven preference, July 2014
Hair removal groups
Figure 115: Hair removal groups summary, July 2014
Use of shaving and hair removal products
Figure 116: Use of shaving and hair removal products, by gender, July 2014
Figure 117: Use of shaving and hair removal products, by age, July 2014
Figure 118: Use of shaving and hair removal products, by gender and age, July 2014
Figure 119: Use of shaving and hair removal products, by race/Hispanic origin, July 2014
Figure 120: Use of shaving and hair removal products, by employment status, July 2014
Figure 121: Use of shaving and hair removal products, by use of professional hair removal services, July 2014
Figure 122: Use of shaving and hair removal products, by clean shaven preference, July 2014
Figure 123: Use of shaving and hair removal products, by body hair removal locations, July 2014
Figure 124: Use of shaving and hair removal products, by facial hair removal locations, July 2014
Brands of shaving cream used
Figure 125: Brands of shaving cream used, by gender, January 2013-March 2014
Figure 126: Brands of shaving cream used, by age, January 2013-March 2014
Figure 127: Brands of shaving cream used, by race/Hispanic origin, January 2013-March 2014
Figure 128: Brands of shaving cream used, by household income, January 2013-March 2014
Brands of depilatory creams used
Figure 129: Brands of hair removal products used, by gender, January 2013-March 2014
Figure 130: Brands of hair removal products used, by age, January 2013-March 2014
Figure 131: Brands of hair removal products used, by race/Hispanic origin, January 2013-March 2014
Figure 132: Brands of hair removal products used, by household income, January 2013-March 2014
Use of professional hair removal services
Figure 133: Use of professional hair removal services, by gender, July 2014
Figure 134: Use of professional hair removal services, by age, July 2014
Figure 135: Use of professional hair removal services, by gender and age, July 2014
Figure 136: Body hair removal, by employment status, July 2014
Figure 137: Use of professional hair removal services, by household income, July 2014
Figure 138: Use of professional hair removal services, by race/Hispanic origin, July 2014
Use of and interest in shaving prep products
Figure 139: Shaving cream habits, by gender and age, July 2014
Figure 140: Shaving cream habits, by employment status, July 2014
Figure 141: Shaving cream interests, by gender and age, July 2014
Figure 142: Shaving cream interests, by employment status, July 2014
Figure 143: Shaving cream ingredient interests, by gender and age, July 2014
Figure 144: Shaving cream ingredient interests, by employment status, July 2014
Figure 145: Attitudes toward professional hair removal, by gender and age, July 2014
Figure 146: Attitudes toward professional hair removal, by use of professional hair removal services, July 2014
Figure 147: Shaving cream ingredient interests, by race/Hispanic origin, July 2014
Figure 148: Types of shaving cream used, by gender, January 2013-March 2014
Figure 149: Types of shaving cream used, by age, January 2013-March 2014
Figure 150: Shaving cream ingredient interests, by use of professional hair removal services, July 2014
Figure 151: Shaving habits, by hair removal groups, July 2014
Figure 152: Forms of shaving cream used, by gender, January 2013-March 2014
Figure 153: Forms of shaving cream used, by age, January 2013-March 2014
Figure 154: Forms of shaving cream used, by race/Hispanic origin, January 2013-March 2014
Attitudes toward hair removal
Figure 155: Clean-shaven preference summary, July 2014
Figure 156: Clean-shaven preference, by hair removal groups, July 2014
Figure 157: Attitudes toward professional hair removal, by gender, July 2014
Figure 158: Use habits of professional hair removal services, by gender, July 2014
Figure 159: Attitudes toward professional hair removal, by household income, July 2014
Figure 160: Attitudes toward professional hair removal, by employment status, July 2014
Figure 161: Attitudes toward professional hair removal, by clean shaven preference, July 2014
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 162: Brand usage or awareness, July 2014
Figure 163: Brand usage or awareness, July 2014
Figure 164: BiC Soleil usage or awareness, by demographics, July 2014
Figure 165: Veet usage or awareness, by demographics, July 2014
Figure 166: Nair usage or awareness, by demographics, July 2014
Figure 167: BiC usage or awareness, by demographics, July 2014
Figure 168: Edge usage or awareness, by demographics, July 2014
Figure 169: Gillette usage or awareness, by demographics, July 2014
Activities done
Figure 170: Activities done, July 2014
Figure 171: Activities Done, July 2014
Figure 172: BiC – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
Figure 173: BiC – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
Figure 174: BiC – Activities done – I have researched the brand on social media to, by demographics, July 2014
Figure 175: Edge – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
Figure 176: Edge – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
Figure 177: Edge – Activities done – I have researched the brand on social media to, by demographics, July 2014
Figure 178: Gillette – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
Figure 179: Gillette – Activities done – I have researched the brand on social media to, by demographics, July 2014
Key social media metrics
Figure 180: Key social media metrics for select shaving and hair removal brands, August 2014
Online conversations
Figure 181: conversations around select shaving and hair removal brands, by week, Aug. 18, 2013-Aug. 17, 2014
Figure 182: conversations around select shaving and hair removal brands, by page type, Aug. 18, 2013-Aug. 17, 2014
Figure 183: Topics of online conversation around select shaving and hair removal brands, Aug. 18, 2013-Aug. 17, 2014
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS