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Shaving and Hair Removal - US - October 2011

Estimated at nearly $2.1 billion in 2011, the FDMx shaving and hair removal market has been moderately impacted by the economic downturn, and is expected to post an inflation-adjusted gain of 1% from 2006-11. Because the market consists of products that people will always need or want to use, market shifts have not come from users falling out of the market, but in how much consumers have been willing to spend on them. Even within the role of a commodity product, the market is characterized by products with a value proposition at one end, and technology and luxury at the other end. Private label razors and traditional shaving cream brands compete with razors with increasing numbers of blades and built-in shave gel dispensers, while bargain-priced depilatories vie for market share against products that combine hair removal with luxury skincare.

This report provides an in-depth analysis of shaving and hair removal product performance over the past five years, and a forecast of growth for the next five. Also included:

  • Recent FDMx sales and market share results in the non-disposable razor, refill cartridge, disposable razor, shaving cream and depilatory segments
  • How trends in personal care have women and men doing more hair removal in less traditional places (for example arms, chest, back); and how the quest to look young has kept older consumers an active part of the market for longer
  • Major themes in new product introductions from both major players and niche manufacturers
  • Mintel’s own consumer research on product use, as well as the attitudes and behaviors that drive category performance

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Category overview
                        • Teen girls enter the market sooner
                          • Baby Boomers stay in the market longer
                            • Professional services pose threat to DIY market
                              • Drug stores maintain share of market
                                • P&G dominates market, but Energizer Holdings sees FDMx market share growth
                                  • Key findings from Mintel’s consumer research
                                    • Men
                                      • Women
                                        • Teens
                                        • Insights and Opportunities

                                          • Make shaving and hair removal a destination aisle
                                            • Tie hair removal in more closely with skin care
                                              • Tell consumers what they might not know about hair removal
                                                • What women want
                                                  • Don’t forget men of color
                                                    • Use humor in ads
                                                    • Inspire Insights

                                                        • Trend: Brand Review
                                                          • Trend: Girlie Men
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • 2011 marks a period of growth
                                                                • Sales and forecast of shaving and hair removal products
                                                                  • Figure 1: FDMx sales and forecast of shaving and hair removal products, at current prices, 2006-16
                                                                  • Figure 2: FDMX sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2006-16
                                                                • Fan chart forecast
                                                                    • Figure 3: FDMx sales and fan chart forecast of shaving and hair removal products, at current prices, 2006-16
                                                                  • Walmart sales
                                                                  • Market Drivers

                                                                    • Quest for the fountain of youth means more shaving
                                                                      • Boomers are wanting to look good for longer
                                                                        • Figure 4: Population by generation, 2011
                                                                      • Teen girls entering the market sooner
                                                                        • Figure 5: Types of shaving product used by teen girls, by age, October 2009-December 2010
                                                                      • The growing Hispanic population helps to grow market
                                                                        • Figure 6: Hispanic females, by age, 2006-16
                                                                      • Women want a man who takes care of himself
                                                                      • Competitive Context

                                                                        • Professional services compete with retail products
                                                                          • Figure 7: Incidence of using professional hair removal services among women, May-June, 2011
                                                                        • Permanent and alternative hair removal methods become more cost effective
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Refill cartridges remain largest segment, while non-disposable razors fuel market growth
                                                                              • Figure 8: FDMx sales of shaving and hair removal products, by type, 2009 and 2011
                                                                          • Segment Performance—Refill Cartridges

                                                                            • Key point
                                                                              • New product introductions drive sales growth
                                                                                • Sales and forecast of refill cartridges
                                                                                  • Figure 9: FDMx sales and forecast of refill cartridges, at current prices, 2006-16
                                                                              • Segment Performance—Disposable Razors

                                                                                • Key points
                                                                                  • Disposable razors continue upward trend
                                                                                    • Sales and forecast of disposable razors
                                                                                      • Figure 10: FDMx sales and forecast of disposable razors, at current prices, 2006-16
                                                                                  • Segment Performance—Non-disposable Razors

                                                                                    • Key points
                                                                                      • Non-disposable razors thrive in 2010-11
                                                                                        • Sales and forecast of non-disposable razors
                                                                                          • Figure 11: FDMx sales and forecast of non-disposable razors, at current prices, 2006-16
                                                                                      • Segment Performance—Shaving Cream

                                                                                        • Key points
                                                                                          • Manufacturers push shaving cream to improve shaving experience
                                                                                            • Sales and forecast of shaving cream
                                                                                              • Figure 12: FDMx sales and forecast of shaving cream, at current prices, 2006-16
                                                                                          • Segment Performance—Depilatories

                                                                                            • Key points
                                                                                              • Segment unable to repeat 2009 gains
                                                                                                • Professional services become more convenient and inexpensive
                                                                                                  • Sales and forecast of depilatories
                                                                                                    • Figure 13: FDMx sales and forecast of depilatories, at current prices, 2006-16
                                                                                                • Retail Channels

                                                                                                  • Drug stores maintain share of market
                                                                                                    • Figure 14: FDMx sales of shaving and hair removal products, by retail channel, 2009 and 2011
                                                                                                • Retail Channels—Drug Stores

                                                                                                  • Sales through drug stores expected to pick up pace
                                                                                                    • Walgreens launches website devoted to women’s beauty solutions
                                                                                                      • Figure 15: FDMx drug store sales of shaving and hair removal products, at current prices, 2006-11
                                                                                                  • Retail Channels—All Other FDMx Channels

                                                                                                    • Market share gains by “other” channels fueled by mass merchandisers
                                                                                                      • Supermarkets have more opportunities to interact with men directly
                                                                                                        • Reach men through women, sampling
                                                                                                          • Figure 16: All other FDMx channel sales of shaving and hair removal products, at current prices, 2006-11
                                                                                                      • Leading Companies

                                                                                                        • P&G dominates FDMx market, but Energizer Holdings closes the gap
                                                                                                          • Consumers look for value
                                                                                                            • Private label offers acceptable solutions for price-sensitive
                                                                                                              • Figure 17: Manufacturer sales of shaving and hair removal products at FDMx, 2010 and 2011
                                                                                                          • Brand Share—Refill Cartridges

                                                                                                            • P&G leads the segment, but loses share
                                                                                                              • Intro of Schick Hydro 5 leads to gain of two share points
                                                                                                                • Figure 18: Selected brand sales and market share of refill cartridges at FDMx, 2010 and 2011
                                                                                                            • Brand Share—Disposable Razors

                                                                                                              • Brands that offer value show strongest growth over review period
                                                                                                                • Figure 19: Selected brand sales and market share of disposable razors at FDMx, 2010 and 2011
                                                                                                            • Brand Share—Non-disposable Razors

                                                                                                              • Fusion ProGlide cements P&G’s position as top non-disposable razor brand
                                                                                                                • Intro of Schick Hydro 5 leads to gain of share
                                                                                                                  • Figure 20: Selected brand sales and market share of non-disposable razors at FDMx, 2010 and 2011
                                                                                                              • Brand Share—Shaving Cream

                                                                                                                • Pampering products, value-based products see most FDMx growth
                                                                                                                  • Figure 21: Selected brand sales and market share of shaving cream at FDMx, 2010 and 2011
                                                                                                              • Brand Share—Depilatories

                                                                                                                • Manufacturers scramble to introduce compelling new products in only segment posting decline
                                                                                                                  • Figure 22: Selected brand sales and market share of depilatories at FDMx, 2010 and 2011
                                                                                                              • Innovations and Innovators

                                                                                                                • New product introductions decline sharply from 2006-11
                                                                                                                  • Figure 23: U.S. new product introductions in shaving and hair removal, by subcategory, 2006-11
                                                                                                                • Products for men lead positioning claims
                                                                                                                    • Figure 24: U.S. new shaving and hair removal product introductions, by top claims, 2006-11
                                                                                                                  • Manufacturers leverage existing brands with new varieties and range extensions
                                                                                                                    • Figure 25: U.S. new shaving and hair removal product introductions, by launch type, 2006-11
                                                                                                                  • An upscale disposable option from BiC
                                                                                                                  • Marketing Strategies

                                                                                                                    • Online and social media garner growing share of ad dollars
                                                                                                                      • Gillette leverages social media for Fusion ProGlide
                                                                                                                        • Schick creates web-based production for Schick Hydro, and posts ads for Xtreme3 Refresh on Facebook
                                                                                                                          • VEET offers Facebook friends 28 “Beautiful” days
                                                                                                                            • Advertising review
                                                                                                                              • Schick Hydro
                                                                                                                                • Figure 26: Schick Hydro, October 2010
                                                                                                                              • Schick Quattro for Women TrimStyle
                                                                                                                                • Figure 27: Schick Quattro for Women TrimStyle, March 2011
                                                                                                                              • Gillette Venus
                                                                                                                                • Figure 28: Gillette Venus featuring Jennifer Lopez, February 2011
                                                                                                                              • AquaVelva aftershave
                                                                                                                                • Figure 29: AquaVelva aftershave, February 2011
                                                                                                                              • Gillette Fusion ProGlide
                                                                                                                                • Figure 30: Gillette Fusion ProGlide Challenge, May 2011
                                                                                                                              • VEET Wax Strips
                                                                                                                                • Figure 31: Veet wax strips, March 2011
                                                                                                                            • Men’s Shaving and Hair Removal Product Use

                                                                                                                              • Key points
                                                                                                                                • Nearly all men use some type of shaving and hair removal product
                                                                                                                                  • Figure 32: Types of shaving and hair removal product used by men, by age, February 2010-March 2011
                                                                                                                                • Brands of shaving cream used
                                                                                                                                  • Figure 33: Brands of shaving cream/gel used by men, by age, February 2010-March 2011
                                                                                                                                • Brands of refill cartridges for non-disposable razors used
                                                                                                                                  • Figure 34: Brands of refill cartridges for non-disposable razors used by men, by age, February 2010-March 2011
                                                                                                                                • Brands of disposable razor used
                                                                                                                                  • Figure 35: Brands of disposable razor used by men, by age, February 2010-March 2011
                                                                                                                                • Older men more likely to use ancillary shaving products
                                                                                                                                  • Figure 36: Use of selected shaving products, by age, May-June, 2011
                                                                                                                                • Aftershave a must-have for black and Hispanic men
                                                                                                                                  • Figure 37: Use of selected shaving products, by race/Hispanic origin, May-June, 2011
                                                                                                                              • Men’s Facial Hair and Shaving Preferences

                                                                                                                                • Key points
                                                                                                                                  • Men clearly prefer non-disposable razors for their faces
                                                                                                                                    • Figure 38: Type of shaver used, by age, May-June, 2011
                                                                                                                                  • Electric shaver use not influenced by household income
                                                                                                                                    • Figure 39: Type of shaver used, by household income, May-June, 2011
                                                                                                                                  • White men much more likely than others to use non-disposable razors
                                                                                                                                    • Figure 40: Type of shaver used, by race/Hispanic origin, May-June, 2011
                                                                                                                                  • Infrequent shavers prefer electric shavers
                                                                                                                                    • Figure 41: Type of shaver used, May-June, 2011
                                                                                                                                  • More than half of men keep a clean shave
                                                                                                                                    • Figure 42: How men maintain facial appearance, by age, May-June, 2011
                                                                                                                                  • Preference for clean shave rises with income
                                                                                                                                    • Figure 43: How men maintain facial appearance, by household income, May-June, 2011
                                                                                                                                  • White and Hispanic men prefer clean shave; black men twice as likely to wear mustache and goatee
                                                                                                                                    • Figure 44: How men maintain facial appearance by race/Hispanic origin, May-June, 2011
                                                                                                                                  • One in three men shave every day
                                                                                                                                    • Figure 45: Face shaving frequency, by age, May-June, 2011
                                                                                                                                  • Frequency of shaving rises with household income
                                                                                                                                    • Figure 46: Face shaving frequency, by household income, May-June, 2011
                                                                                                                                  • Black men are least frequent shavers
                                                                                                                                    • Figure 47: Face shaving frequency, by race/Hispanic origin, May-June, 2011
                                                                                                                                  • Younger men much more likely to have eyebrows done and body waxed
                                                                                                                                    • Figure 48: Other areas of hair removal tried, by age, May-June, 2011
                                                                                                                                  • White and Hispanic men complement clean shave with eyebrow grooming
                                                                                                                                    • Figure 49: Other areas of hair removal tried, by race/Hispanic origin, May-June, 2011
                                                                                                                                • Women’s Shaving and Hair Removal Product Use

                                                                                                                                  • Key points
                                                                                                                                    • Women’s use of hair removal products drops sharply at age 65
                                                                                                                                      • Figure 50: Use of hair removal, by age, May-June, 2011
                                                                                                                                    • Incidence of use lowest among black women
                                                                                                                                      • Figure 51: Use of hair removal, by race/Hispanic origin, May-June, 2011
                                                                                                                                    • Use of non-disposable razors and depilatories skews younger
                                                                                                                                      • Figure 52: Types of shaving and hair removal products used by women, by age, February 2010-March 2011
                                                                                                                                    • Gillette tops disposable razor brands used
                                                                                                                                      • Figure 53: Brands of disposable razor used by women, by age, February 2010-March 2011
                                                                                                                                    • Non-disposable cartridge preferences mirror FDMx sales
                                                                                                                                      • Figure 54: Brands of refill cartridges for non-disposable razors used by women, by age, February 2010-March 2011
                                                                                                                                    • Skintimate is women’s favorite shave gel brand
                                                                                                                                      • Figure 55: Brands of shaving cream/gel used by women, by age, February 2010-March 2011
                                                                                                                                    • Nair the hair removal favorite among older women; Sally Hansen holds sway with young women
                                                                                                                                      • Figure 56: Brands of hair removal used by women, by age, February 2010-March 2011
                                                                                                                                    • Younger women more likely to be influenced by brand
                                                                                                                                      • Figure 57: Selection criteria for shaving cream/gels, by age, May-June, 2011
                                                                                                                                    • Black and Hispanic women more likely to be brand loyal
                                                                                                                                      • Figure 58: Selection criteria for shaving cream/gels, by race/Hispanic origin, May-June, 2011
                                                                                                                                  • Women’s Use of Professional Hair Removal Services

                                                                                                                                    • Key point
                                                                                                                                      • Professional services most popular among young women
                                                                                                                                        • Figure 59: Incidence of using professional hair removal services, by age, May-June, 2011
                                                                                                                                      • Price of pro services is a barrier to use across income groups
                                                                                                                                        • Figure 60: Incidence of using professional hair removal services, by household income, May-June, 2011
                                                                                                                                      • Hispanic women more likely to have had pro services
                                                                                                                                        • Figure 61: Incidence of using professional hair removal services, by race/Hispanic origin, May-June, 2011
                                                                                                                                    • Teens’ Shaving and Hair Removal Product Use

                                                                                                                                      • Key points
                                                                                                                                        • Teen use of shaving products
                                                                                                                                          • Figure 62: Types of shaving product used by teens, by gender and age, October 2009-December 2010
                                                                                                                                        • Brands used
                                                                                                                                          • Disposable razors
                                                                                                                                            • Figure 63: Brands of disposable razors used by teens, by gender, October 2009-December 2010
                                                                                                                                          • Shaving cream/gel
                                                                                                                                            • Figure 64: Brands of shaving cream/gel used by teens, by gender, October 2009-December 2010
                                                                                                                                          • Refill cartridges for non-disposable razors
                                                                                                                                            • Figure 65: Brands of razor blades for non-disposable shavers used by teens, by gender, October 2009-December 2010
                                                                                                                                        • Custom Consumer Groups

                                                                                                                                          • Married men go for a clean shave; single men maintain facial hair
                                                                                                                                            • Figure 66: How men maintain facial appearance, by marital/relationship status, May-June, 2011
                                                                                                                                            • Figure 67: Face shaving frequency, by marital/relationship status, May-June, 2011
                                                                                                                                        • IRI/Builders—Key Household Purchase Measures

                                                                                                                                            • Disposable razors
                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                • Brand map
                                                                                                                                                  • Figure 68: Brand map, selected brands of disposables buying rate, by household penetration, 2010*
                                                                                                                                                • Brand leader characteristics
                                                                                                                                                  • Key purchase measures
                                                                                                                                                    • Figure 69: Key purchase measures for the top brands of disposables, by household penetration, 2010*
                                                                                                                                                  • Shaving cream
                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                      • Brand map
                                                                                                                                                        • Figure 70: Brand map, selected brands of shaving cream buying rate, by household penetration, 2010*
                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                        • Key purchase measures
                                                                                                                                                          • Figure 71: Key purchase measures for the top brands of shaving cream, by household penetration, 2010*
                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                        Companies Covered

                                                                                                                                                        • American Health and Beauty Aids Institute (AHBAI)
                                                                                                                                                        • Church & Dwight Co. Inc
                                                                                                                                                        • Colgate-Palmolive Company
                                                                                                                                                        • Coty Inc
                                                                                                                                                        • CVS Caremark Corporation
                                                                                                                                                        • Energizer Holdings, Inc.
                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                        • Food Products Association
                                                                                                                                                        • Global Gillette
                                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                                        • H. E. Butt Grocery Company
                                                                                                                                                        • Hearst Magazines
                                                                                                                                                        • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                        • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                        • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                        • Neutrogena Corporation
                                                                                                                                                        • Nivea
                                                                                                                                                        • Olay Company, Inc.
                                                                                                                                                        • Perio Inc.
                                                                                                                                                        • Personal Care Products Council
                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                        • Reckitt Benckiser USA
                                                                                                                                                        • Society of Cosmetic Chemists (SCC)
                                                                                                                                                        • The New York Times Company
                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                        • US Department of Commerce
                                                                                                                                                        • Veet
                                                                                                                                                        • Walgreen Co
                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                        • Women's Wear Daily (WWD)
                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                        Shaving and Hair Removal - US - October 2011

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