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Shaving and Hair Removal - UK - October 2016

“Driven by a spike in NPD, a rise in advertising spend and changes in hair removal trends, the shaving and hair removal category returned to growth in value in 2015 following years of decline. Consumers are showing evidence of shaving more (both at a higher frequency and a greater area of their bodies) boosting sales of razors and blades in particular. However, with overall body hair removal on the decline, and a rise in competitive pricing, the category is again at risk of falling sales.”
– Roshida Khanom, Senior Personal Care Analyst

This report examines the following issues:

  • Razors see a resurgence
  • Opportunities to further expand male grooming
  • Women can be encouraged to trade up on shaving preparation products
  • Subscriptions and the online channel could change market dynamics

Potential for growth is in encouraging more women to use shaving preparations, or to trade up on the products they currently use. In terms of the male market, encouraging men to expand on their product repertoire and the development of new grooming tools could also help to increase spend in the category.

This Report examines the UK market for men’s and women’s shaving and hair removal products. The following home-use products are included in the scope of the Report:

  • Wet shave hardware, including disposable razors, shaving systems and replacement blades for wet shaving to be used by both men and women.
  • Electric and battery shavers (including epilators). Electric shavers, such as Remington Microscreen and Braun °CoolTec, are also referred to as electric hardware. Beard or hair trimmers are not included, however. Women’s electric shavers, such as Philips Ladyshave, as well as epilators are also covered under electric hardware. All-over body hair removers, such as Philips Bodygroom, are also included.
  • Shaving preparations. This includes products such as gels, foams, creams, lotions and oils that are used to lubricate prior to wet shaving. Such products may be targeted at both men and women.
  • Depilatory products and bleaches, which includes depilatory creams and lotions, waxing and sugaring products for home use. Bleaches such as Jolen that lighten excess dark hair, eg facial hair, are also included.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded
        • Executive Summary

            • Growth in 2015 despite underlying volatility
              • Figure 1: UK best and worst forecast for value sales of shaving and hair removal products, 2011-21
            • Razors and blades are the driver of growth
              • Figure 2: UK retail value sales of men’s and women’s shaving products and depilatories, by segment, 2015
            • Grocery multiples are the biggest channel to market
              • Razors dominate new product launches in 2015
                • Figure 3: New product launches in the UK shaving and depilatories market, by product type, Jan 2013-July 2016
              • Body hair removal becoming less popular
                • Figure 4: Hair removal areas - body, June 2014 and June 2016
              • Facial hair removal is largely consistent
                • Figure 5: Hair removal areas - face, June 2014 and June 2016
              • Wet shaving remains the most popular form of hair removal
                • Figure 6: Methods of hair removal used at home in the last 12 months, June 2014 and June 2016
              • Men are embracing more variety
                • Figure 7: Shaving behaviours, by gender, June 2016
              • Women are sceptical about shaving preparations
                • Figure 8: Attitudes towards shaving preparations, by gender, June 2016
              • Messy and smelly hair removal creams hold back sales
                • Figure 9: Attitudes towards hair removal creams, June 2016
              • Too much pressure on women
                • Figure 10: Attitudes towards hair removal, June 2016
              • What we think
              • Issues and Insights

                • Razors see a resurgence
                  • The facts
                    • The implications
                      • Opportunities to further expand male grooming
                        • The facts
                          • The implications
                            • Women can be encouraged to trade up on shaving preparation products
                              • The facts
                                • The implications
                                  • Subscriptions and the online channel could change market dynamics
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Growth in 2015 despite underlying volatility
                                          • Razors and blades are driving growth
                                            • Discounters see the greatest growth
                                              • Ageing population likely to subdue growth
                                                • Declining interest in men’s skincare trends could impact shaving sector
                                                • Market Size and Forecast

                                                  • Growth in 2015 despite underlying volatility
                                                    • Figure 11: UK value sales of men’s and women’s shaving and hair removal products, 2011-21
                                                  • Market forecast to fall
                                                    • Figure 12: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2011-21
                                                  • Forecast methodology
                                                    • The impact of the EU referendum vote
                                                      • Shaving sector fared well in the past
                                                        • Figure 13: Alternative market scenarios for the post-Brexit shaving and hair removal market, at current prices, 2016-21
                                                        • Figure 14: Detailed Post-Brexit scenarios for the shaving and hair removal market, at current prices, 2016-21
                                                      • Little impact on the hair removal sector
                                                        • Savvy shopping behaviours
                                                        • Market Segmentation

                                                          • Razors and blades boosted by NPD…
                                                            • Figure 15: UK retail value sales of men’s and women’s shaving products and depilatories, by segment, 2014-16 (est)
                                                          • …but shaving preparations lack appeal
                                                            • Depilatories segment in decline
                                                            • Channels to Market

                                                              • Grocery multiples continue to dominate
                                                                • Figure 16: UK retail value sales of shaving and hair removal products, by outlet type, 2014-16 (est)
                                                              • Subscription services could grow in importance
                                                              • Market Drivers

                                                                • Ageing population poses opportunities
                                                                  • Figure 17: Trends in age structure of the UK population, by gender, 2011-21
                                                                • Declining interest in men’s skincare could translate to shaving products
                                                                  • Figure 18: Reasons for not using facial skincare products, February 2016
                                                                • Showering and bathing routines present opportunities
                                                                  • Figure 19: Activities performed whilst bathing or showering, by gender, October 2015
                                                                • Water-saving innovations could hold appeal
                                                                • Key Players – What You Need to Know

                                                                  • Gillette Venus grows its market share
                                                                    • NIVEA Men fastest growing leading brand in shaving preparations
                                                                      • Reckitt Benckiser looks to reinvigorate depilatories segment
                                                                        • P&G dominates NPD…
                                                                          • …and advertising spend
                                                                            • Campaigns for women must tread carefully
                                                                            • Market Share

                                                                              • Gillette and Veet dominate shaving preparations and depilatories
                                                                                • Figure 20: Brand shares in the UK shaving preparations and depilatories market, years ending July, 2015 and 2016
                                                                              • NIVEA Men enjoys growth
                                                                                • Gillette Fusion dominates the razor market
                                                                                  • Figure 21: Brand shares in the UK razors and blades market, years ending July, 2015 and 2016
                                                                              • Launch Activity and Innovation

                                                                                • Razors dominate new product launches in 2015
                                                                                  • Figure 22: New product launches in the UK shaving and depilatories market, by product type, January 2013 -July 2016
                                                                                  • Figure 23: New Fusion ProGlide launches under the Gillette (P&G) brand, 2015
                                                                                • 2015 launches focus on repackaging
                                                                                  • Figure 24: New product launches in the UK shaving and depilatories market, by launch type, January 2013-July 2016
                                                                                  • Figure 25: Examples of repackaged own-brand product launches, 2015
                                                                                • Products for men sees a decline whilst women’s products rise
                                                                                  • Figure 26: Top three fastest growing and fastest declining claims in the UK shaving and hair removal category, percentage point change as a share of total new product launches, 2014-15
                                                                                • Sensitive skin claims outgrow moisturising/hydrating
                                                                                  • Figure 27: Examples of product launches with refill claims, 2015
                                                                                • P&G drives launch activity
                                                                                  • Figure 28: New product launches in the UK shaving and hair removal category, by top five ultimate companies and other, 2015
                                                                                • Reckitt Benckiser looks to bring innovation back to depilatories
                                                                                • Advertising and Marketing Activity

                                                                                  • Recorded advertising spend grows…
                                                                                    • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, January 2013-August 2016
                                                                                  • …as P&G invests in its Gillette brand
                                                                                    • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by the leading advertisers, January 2014 – August 2016
                                                                                  • Advertising looks to empower women, but brands should beware
                                                                                    • ‘Mis-leading’ adverts threaten to undermine trust in leading brands
                                                                                      • TV continues to dominate
                                                                                        • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by media type, January 2014 – August 2016
                                                                                      • Manual razor adspend helps re-build sales
                                                                                        • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by product category, 2014 and 2015
                                                                                      • Nielsen Ad Intel coverage
                                                                                      • Brand Research – Women

                                                                                          • Brand map
                                                                                            • Figure 33: Attitudes towards and usage of selected brands, July 2016
                                                                                          • Key brand metrics
                                                                                            • Figure 34: Key metrics for selected brands, July 2016
                                                                                          • Brand attitudes: Gillette Venus is innovative
                                                                                            • Figure 35: Attitudes, by brand, July 2016
                                                                                          • Brand personality: Veet and Gillette Venus seen as fun and vibrant
                                                                                            • Figure 36: Brand personality – Macro image, July 2016
                                                                                          • Wilkinson Sword maintains a classic image
                                                                                            • Figure 37: Brand personality – Micro image, July 2016
                                                                                          • Brand analysis
                                                                                            • Gillette Venus has strong associations
                                                                                              • Figure 38: User profile of Gillette Venus, July 2016
                                                                                            • Wilkinson Sword is the classic brand
                                                                                              • Figure 39: User profile of Wilkinson Sword, July 2016
                                                                                            • Veet is youthful
                                                                                              • Figure 40: User profile of Veet, July 2016
                                                                                            • Nair struggles to define itself
                                                                                              • Figure 41: User profile of Nair, July 2016
                                                                                          • Brand Research – Men

                                                                                              • Brand map
                                                                                                • Figure 42: Attitudes towards and usage of selected brands, July 2016
                                                                                              • Key brand metrics
                                                                                                • Figure 43: Key metrics for selected brands, July 2016
                                                                                              • Brand attitudes: Wilkinson Sword has a reputation for quality
                                                                                                • Figure 44: Attitudes, by brand, July 2016
                                                                                              • Brand personality: Gillette and NIVEA Men are most engaging and vibrant
                                                                                                • Figure 45: Brand personality – Macro image, July 2016
                                                                                              • NIVEA Men is caring and natural brand
                                                                                                • Figure 46: Brand personality – Micro image, July 2016
                                                                                              • Brand analysis
                                                                                                • NIVEA Men recommended by its users
                                                                                                  • Figure 47: User profile of NIVEA Men, July 2016
                                                                                                • Gillette is a trusted brand
                                                                                                  • Figure 48: User profile of Gillette, July 2016
                                                                                                • Wilkinson Sword’s classic image elicits trust
                                                                                                  • Figure 49: User profile of Wilkinson Sword, July 2016
                                                                                                • King of Shaves seen as quirky
                                                                                                  • Figure 50: User profile of King of Shaves, July 2016
                                                                                              • The Consumer – What You Need to Know

                                                                                                • Body hair removal becoming less popular
                                                                                                  • Gender and age strongly influence upper lip and jawline hair removal
                                                                                                    • Wet shaving the most popular form of hair removal
                                                                                                      • Men are embracing more variety
                                                                                                        • Women are sceptical about shaving preparations
                                                                                                          • Messy and smelly hair removal creams hold back sales
                                                                                                            • Too much pressure on women
                                                                                                            • Body Hair Removal

                                                                                                              • Body hair removal slightly less popular
                                                                                                                • Figure 51: Hair removal areas - body, June 2014 and June 2016
                                                                                                                • Figure 52: Removal of hair from the underarms and legs, females only, by age, June 2014 and June 2016
                                                                                                              • Women are removing hair from more unusual areas
                                                                                                                • Figure 53: Selected hair removal areas – body, by gender, June 2014 and June 2016
                                                                                                              • Fewer men are removing body hair
                                                                                                                • Figure 54: Pubic hair removal, males only, by age, June 2014 and June 2016
                                                                                                            • Facial Hair Removal

                                                                                                              • Facial hair removal looks to be consistent…
                                                                                                                • Figure 55: Hair removal areas - face, June 2014 and June 2016
                                                                                                              • …but is still driven by fashion trends
                                                                                                                • Figure 56: Hair removal from the upper lip and jawline/chin areas, males only, by age, June 2014 and June 2016
                                                                                                              • Older women increasing jawline and upper lip hair removal
                                                                                                                • Figure 57: Hair removal from the upper lip and jawline/chin areas, women only, by age, June 2014 and June 2016
                                                                                                            • Methods of Hair Removal

                                                                                                              • Wet shaving remains most popular hair removal method…
                                                                                                                • Figure 58: Methods of hair removal used at home in the last 12 months, June 2014 and June 2016
                                                                                                              • …but most hair removal methods are being used less
                                                                                                                • Traditional shaves get men to the salon
                                                                                                                  • Figure 59: Methods of hair removal used at a salon in the last 12 months, June 2014 and June 2016
                                                                                                                • Women use a variety of hair removal methods
                                                                                                                  • Figure 60: Net of methods of hair removal at home or at a salon in the last 12 months, by gender, June 2016
                                                                                                              • Shaving Behaviours

                                                                                                                • Men are embracing more variety
                                                                                                                  • Figure 61: Shaving behaviours, by gender, June 2016
                                                                                                                • Razors see a resurgence
                                                                                                                  • Frequent replacements bring opportunities for subscription services
                                                                                                                    • Retro style razors appeal to young men
                                                                                                                      • Figure 62: Male users of barber-style, big handled razors, by age group, June 2016
                                                                                                                  • Attitudes towards Shaving Preparations

                                                                                                                    • Women have most negative view of shaving preparations
                                                                                                                      • Figure 63: Attitudes towards shaving preparations, by gender, June 2016
                                                                                                                    • Men more likely to view preparations as irritating
                                                                                                                    • Attitudes towards Hair Removal Creams

                                                                                                                      • Mess and smell reduce interest in hair removal creams
                                                                                                                        • Figure 64: Attitudes towards hair removal creams, June 2016
                                                                                                                      • Depilatory creams as a gateway product
                                                                                                                        • Figure 65: Attitudes towards hair removal creams, by those that have used hair removal creams, June 2016
                                                                                                                    • Attitudes towards Hair Removal

                                                                                                                      • Too much pressure on women
                                                                                                                        • Figure 66: Attitudes towards hair removal, June 2016
                                                                                                                      • Facial shaving amongst women becomes more accepted
                                                                                                                        • Too many beards, but not the end for male facial hair
                                                                                                                          • Figure 67: Agreement with selected attitudes towards beards, by age and gender, June 2016
                                                                                                                          • Figure 68: Attitudes towards the statement “Having a beard looks unprofessional”, by age and gender, June 2016
                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                          • Abbreviations
                                                                                                                            • Consumer research methodology
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                              • Forecast methodology
                                                                                                                              • Appendix – Key Players

                                                                                                                                  • Figure 69: New product launches in the UK shaving and depilatories market, by top claims (based on top 10 claims for 2015), January 2013-July 2016
                                                                                                                                  • Figure 70: New product launches in the UK depilatories sub-category, by top five ultimate companies and other, 2015

                                                                                                                              Companies Covered

                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                              Shaving and Hair Removal - UK - October 2016

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