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Men's and Women's Shaving and Hair Removal - UK - June 2012

“Usage of wet razors and blades is highest among women aged 35-44 and those who buy beauty products from The Body Shop, specialist beauty retailers and department stores. There is potential for these retailers to focus more heavily on a whole body category, with products ranging from hair removal to body sculpting, moisturising and fragrancing.”

– Michelle Strutton, Senior Consumer Analyst

Some questions answered in this report include:

  • Can the current consumer base be expanded?
  • Which products have potential to expand usage?
  • Do own-labels stand a chance?
  • Is the permanent hair removal sector a threat?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast sales of men’s and women’s shaving products and depilatories, 2006-16
            • Companies, brands and innovation
              • Brand share by sector
                • Figure 2: Manufacturers’ shares in UK value sales of men’s and women’s shaving and hair removal, by sector, 2011
              • Innovation
                • The consumer
                  • Essential nature of shaving products guarantees a firm consumer base
                    • Figure 3: Types of shaving and hair removal products/services used, March 2012
                  • Key product features behind purchasing decisions
                    • Figure 4: Most important features when purchasing shaving creams, gels, foams or oils, March 2012
                  • Quick and easy use important to time-strapped consumers
                    • Figure 5: Attitudes towards shaving/hair removal products, March 2012
                  • What we think
                  • Issues in the Market

                      • Can the current consumer base be expanded?
                        • Which products have potential to expand usage?
                          • Do own-labels stand a chance?
                            • Is the permanent hair removal sector a threat?
                            • Future Opportunities

                                • Trend: Retired For Hire
                                  • Trend: Perfecting the Details
                                  • Internal Market Environment

                                    • Key points
                                      • Attitudes towards appearance
                                        • Figure 6: Trend in attitudes towards personal appearance, by gender, 2007-11
                                      • Visiting beauty salons
                                          • Figure 7: Average temperature and total number of sunshine hours in the UK, 2004-11
                                      • Broader Market Environment

                                        • Key points
                                          • Population trends by socio-economic group
                                            • Figure 8: Forecast adult population trends, by socio-economic group, 2011-16
                                          • Influence of changes in demographic profile of population
                                            • Figure 9: Trends in the age structure of the UK population, by gender, 2006-16
                                          • Male market
                                            • Female market
                                              • Uncertain economic climate continues to put pressure on brands
                                                • Figure 10: GFK NOP Consumer Confidence Index, January 1988-April 2012
                                              • Shifts in shopping habits
                                                • Figure 11: Changing grocery shopping habits, January 2009-December 2011
                                            • Who’s Innovating?

                                              • Key points
                                                • New product launches
                                                  • Figure 12: New product launches in the UK shaving and depilatories market, % share, by sector, 2007-11
                                                  • Figure 13: New product launches in the UK shaving and depilatories market, % share, by launch type, 2007-11
                                                • Shaving preparation launches – gently does it
                                                  • Depilatory launches – long-lasting results
                                                    • Razor launches – comfort is key
                                                      • New product launches by claim
                                                        • Figure 14: New product launches in the UK shaving and depilatories market, % share, by claim (top ten), 2007-11
                                                      • New product launches by company
                                                        • Figure 15: New product launches in the UK shaving and depilatories market, % share private label vs. brands, 2007-11
                                                        • Figure 16: New product launches in the UK shaving and depilatories market, % share, by company, 2011
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Competitive Context

                                                          • Key points
                                                            • Figure 17: UK retail value sales of selected personal care categories, 2006-11
                                                            • Figure 18: Trends in men’s usage of selected toiletries, 2009-11
                                                            • Figure 19: Trends in women’s usage of selected toiletries, 2009 and 2010
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Figure 20: UK retail value sales of men’s and women’s shaving products and depilatories, 2006-16
                                                          • Future of the market
                                                            • Forecast
                                                              • Figure 21: Best- and worst-case forecast sales of men’s and women’s shaving products and depilatories, 2006-16
                                                          • Segment Performance

                                                            • Key points
                                                              • Category performance
                                                                • Figure 22: UK retail value sales of men’s and women’s shaving products and depilatories, by sector, 2006-16
                                                            • Market Share

                                                              • Key points
                                                                • Figure 23: Companies estimated value shares of UK sales of shaving preparations, 2011
                                                                • Figure 24: Companies estimated value shares of UK sales of depilatories, 2011
                                                            • Companies and Products

                                                              • BiC
                                                                • Church & Dwight
                                                                    • Figure 25: New product launched by Church & Dwight, January 2011-April 2012
                                                                  • King of Shaves
                                                                      • Figure 26: New products launched by King of Shaves, January 2011-April 2012
                                                                    • Philips
                                                                      • P&G
                                                                          • Figure 27: New product launched by Gillette, January 2011-April 2012
                                                                        • Reckitt Benckiser
                                                                            • Figure 28: New product launched by Veet, January 2011-April 2012
                                                                          • Remington
                                                                            • Wilkinson
                                                                                • Figure 29: New products launched by Wilkinson Sword, January 2011-April 2012
                                                                              • Boots
                                                                                • Superdrug
                                                                                • Brand Communication and Promotion

                                                                                  • Key points
                                                                                    • Annual adspend
                                                                                      • Figure 30: Main media advertising expenditure on men's and women's shaving and hair removal products, 2007-11
                                                                                    • Spend by media type
                                                                                      • Figure 31: Main media advertising expenditure on men's and women's shaving and hair removal products, % share, by media type, 2007-11
                                                                                    • Spend by company
                                                                                      • Figure 32: Main media advertising expenditure on men's and women's shaving and hair removal products, by advertiser (top ten), 2007-11
                                                                                      • Figure 33: Main media advertising expenditure on men's and women's shaving and hair removal products, by brand (top ten), 2011
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • Retail distribution
                                                                                        • Figure 34: UK retail value sales of men’s and women’s shaving and hair removal products, by outlet type, 2010 and 2011
                                                                                    • The Consumer – Usage and Frequency

                                                                                      • Key points
                                                                                        • Men
                                                                                          • Use of razors and shavers
                                                                                            • Figure 35: Use of razors/razor blades and electric shavers, 2006-11
                                                                                          • Types of razors or shavers used
                                                                                            • Figure 36: Types of razors/razor blades and electric shavers used, 2006-11
                                                                                          • Usage of shaving preparations
                                                                                            • Figure 37: Use of shaving foam/gel/cream, 2008-11
                                                                                          • Types of shaving preparations
                                                                                            • Figure 38: Types of shaving preparations used in the last 12 months, 2008-11
                                                                                          • Women
                                                                                            • Figure 39: Use of hair removers/razors, 2008-11
                                                                                            • Figure 40: Types of hair removers used most often, 2006-11
                                                                                        • The Consumer – Shaving and Hair Removal Products/Services Used

                                                                                          • Key points
                                                                                            • Types of shaving and hair removal products used
                                                                                                • Figure 41: Types of shaving and hair removal products/services used, March 2012
                                                                                              • Usage of shaving and hair removal products by gender
                                                                                                • Figure 42: Types of shaving and hair removal products/services used, by gender, March 2012
                                                                                              • Types of shaving and hair removal products/services used
                                                                                                • Figure 43: Types of shaving and hair removal products/services used, by gender, March 2012
                                                                                              • Men prefer refillable over disposable manual razors
                                                                                                • Using shaving preps to achieve a clean shave for work
                                                                                                  • Women are low users of electric/battery-operated razors...
                                                                                                    • …but they are heavier users of hair removal products
                                                                                                      • Hair removal services appeal to affluent women
                                                                                                          • Figure 44: Repertoire of types of shaving and hair removal products/services used, by gender, March 2012
                                                                                                      • The Consumer – Important Product Features When Buying Shaving Preparations

                                                                                                        • Key points
                                                                                                            • Figure 45: Product features that are most important when purchasing shaving creams, gels, foams or oils, March 2012
                                                                                                          • Moisturising/hydrating and for sensitive skin are the most important product attributes
                                                                                                            • Figure 46: Product features that are most important when purchasing shaving creams, gels, foams or oils, March 2012
                                                                                                            • Figure 47: Product features that are most important when purchasing shaving creams, gels, foams or oils, by attitudes towards shaving/hair removal products, March 2012
                                                                                                        • The Consumer – Buying Behaviour for Shaving and Hair Removal Products

                                                                                                          • Key points
                                                                                                              • Figure 48: Buying behaviour for shaving and hair removal products, March 2012
                                                                                                            • Buying on promotion
                                                                                                              • Brand loyalty
                                                                                                                • Brand switching
                                                                                                                  • Buying the cheapest brands
                                                                                                                    • Experimenting with new brands
                                                                                                                      • Buying the best regardless of price
                                                                                                                      • The Consumer – Attitudes towards Shaving/Hair Removal Products

                                                                                                                        • Key points
                                                                                                                            • Figure 49: Attitudes towards shaving/hair removal products, March 2012
                                                                                                                          • Shaving/hair removal is time-consuming for full-time workers
                                                                                                                            • Own-label threat
                                                                                                                              • Each on their own merit
                                                                                                                              • The Consumer – Electric/battery hair removal

                                                                                                                                • Key points
                                                                                                                                    • Figure 50: Types of shaving and hair removal products/services used, by gender, March 2012
                                                                                                                                  • The perfect remedy?
                                                                                                                                    • Figure 51: Attitudes towards electric shavers/hair removal products, March 2012
                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                    • Figure 52: Attitudes towards personal appearance – men, by demographics, 2011
                                                                                                                                    • Figure 53: Attitudes towards personal appearance – women, by demographics, 2011
                                                                                                                                    • Figure 54: Frequency of visiting beauty salons, by demographics, 2011
                                                                                                                                • Appendix – Consumer – Usage and Frequency

                                                                                                                                    • Figure 55: Use of razors/razor blades and electric shavers, by demographics, 2011
                                                                                                                                    • Figure 56: Use of shaving foam/gel/cream, by demographics, 2011
                                                                                                                                    • Figure 57: Use of hair removers/razors, by demographics, 2011
                                                                                                                                    • Figure 58: Most popular shaving and hair removal products/services used, by demographics, March 2012
                                                                                                                                    • Figure 59: Next most popular shaving and hair removal products/services used, by demographics, March 2012
                                                                                                                                    • Figure 60: Other shaving and hair removal products/services used, by demographics, March 2012
                                                                                                                                    • Figure 61: Least popular shaving and hair removal products/services used, by demographics, March 2012
                                                                                                                                    • Figure 62: Repertoire of shaving and hair removal products/services used, by demographics, March 2012
                                                                                                                                • Appendix – Consumer – Shaving and Hair Removal Products/Services Used

                                                                                                                                    • Figure 63: Most popular shaving and hair removal products/services purchased, by demographics, March 2012
                                                                                                                                    • Figure 64: Next most popular shaving and hair removal products/services purchased, by demographics, March 2012
                                                                                                                                    • Figure 65: Other shaving and hair removal products/services purchased, by demographics, March 2012
                                                                                                                                • Appendix – Consumer – Important Product Features When Buying Shaving Preparations

                                                                                                                                    • Figure 66: Most popular product features that are most important when purchasing shaving creams, gels, foams or oils, by demographics, March 2012
                                                                                                                                    • Figure 67: Next most popular product features that are most important when purchasing shaving creams, gels, foams or oils, by demographics, March 2012
                                                                                                                                • Appendix – Consumer – Buying Behaviour for Shaving and Hair Removal Products

                                                                                                                                    • Figure 68: Buying behaviour for shaving creams, gels, foams, oils, by demographics, March 2012
                                                                                                                                    • Figure 69: Buying behaviour for disposable razors, by demographics, March 2012
                                                                                                                                    • Figure 70: Buying behaviour for refillable razors, by demographics, March 2012
                                                                                                                                • Appendix – Consumer – Attitudes towards Shaving/Hair Removal Products

                                                                                                                                    • Figure 71: Most popular attitudes towards shaving/hair removal products, by demographics, March 2012
                                                                                                                                    • Figure 72: Next most popular attitudes towards shaving/hair removal products, by demographics, March 2012
                                                                                                                                    • Figure 73: Other attitudes towards shaving/hair removal products, by demographics, March 2012
                                                                                                                                • Appendix – Consumer – Electric/battery Hair Removal

                                                                                                                                    • Figure 74: Most popular attitudes towards electric/battery shavers, by demographics, March 2012
                                                                                                                                    • Figure 75: Next most popular attitudes towards electric/battery shavers, by demographics, March 2012

                                                                                                                                Companies Covered

                                                                                                                                • A. S. Watson UK
                                                                                                                                • Alliance Boots UK Retail
                                                                                                                                • Argos
                                                                                                                                • Asda Group Ltd
                                                                                                                                • Bank of England
                                                                                                                                • Braun GmbH
                                                                                                                                • British Olympic Association
                                                                                                                                • Church & Dwight UK Ltd
                                                                                                                                • Facebook, Inc.
                                                                                                                                • Gillette UK Ltd
                                                                                                                                • ITV plc
                                                                                                                                • John Lewis Plc (department store)
                                                                                                                                • Nivea
                                                                                                                                • Pfizer Consumer Healthcare (UK)
                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                • Rayovac UK
                                                                                                                                • Reckitt Benckiser plc
                                                                                                                                • Remington Consumer Products Ltd (UK)
                                                                                                                                • Remington Products Company LLC
                                                                                                                                • Royal Philips Electronics
                                                                                                                                • Superdrug Stores Plc
                                                                                                                                • Veet
                                                                                                                                • Waitrose
                                                                                                                                • Wilkinson Sword Limited

                                                                                                                                Men's and Women's Shaving and Hair Removal - UK - June 2012

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