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Shaving and Hair Removal - US - October 2015

"Current sales in the shaving and hair removal category remain sluggish, due to the competitive landscape and value-driven nature of the category. Sales are expected to level off with minimal gains through 2020."

-Rebecca Cullen, Research Analyst

This report looks at the following areas:

  • Category sales stagnant
  • Millennials, Hispanics more inclined to use professional services
  • Private label products outgain branded products

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category sales stagnant
            • Figure 1: Total US sales and fan chart forecast of shaving and hair removal, at current prices, 2010-20
          • Millennials, Hispanics more inclined to use professional services
            • Figure 2: Use of any professional services, by Millennials and Hispanic origin, July 2015
          • Private label products outgain branded products
            • Figure 3: Top three disposable razor purchase influencers, any rank, July 2015
          • The opportunities
            • Engage adults aged 25-44, Hispanics
              • Figure 4: Any use of select at-home shaving products, by 25-34 and 35-44 age groups and Hispanic origin, July 2015
            • Focus on skin benefits and improved performance from shaving prep products
              • Figure 5: Select purchase influencers for shaving prep products, July 2015
            • Highlight precision and efficiency beyond razor function
              • Figure 6: Any interest or use in select shaving products, July 2015
            • What it means
            • The Market – What You Need to Know

              • Category continues to struggle
                • Non-disposables driving growth of the category
                  • Category influenced by economic trends, Hispanic consumers
                  • Market Size and Forecast

                    • Historic and projected sales performance of shaving and hair removal products
                      • Figure 7: Total US sales and fan chart forecast of shaving and hair removal, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of shaving and hair removal products, at current prices, 2010-20
                  • Market Breakdown

                    • Non-disposable razors boost market while refill cartridges struggle
                      • Figure 9: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2013 and 2015
                      • Figure 10: Share of total US retail sales of shaving and hair removal products, by segment, at current prices, 2015
                    • Consumers migrate from traditional retail channels
                      • Figure 11: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2013 and 2014
                  • Market Perspective

                    • Professional services supplemented by at-home products
                      • Figure 12: Product usage, among total population and those that get professional services, July 2015
                    • Consumers allocate dollars to other personal care segments
                      • Figure 13: Personal care spending by category, 2014
                    • At-home devices threaten the market
                      • Figure 14: Trial and interest in at-home hair removal devices, by 18-34 and Hispanic origin, July 2015
                  • Market Factors

                    • Improving economy benefits at-home and professional market
                      • Figure 15: Usage of any razor, shaving prep, and hair removal products, by household income, July 2015
                    • Hispanic population grows
                      • Figure 16: Use of select shaving products, by Hispanic origin, July 2015
                    • Marriage rates decline
                      • Figure 17: Men’s attitudes toward facial hair and shaving, by marital status, July 2015
                  • Key Players – What You Need to Know

                    • MULO shaving and hair removal sales tick down
                      • Substantial engagement is crucial in the saturated market
                        • Products that offer more than affordability stand to gain
                        • Manufacturer Sales of Shaving and Hair Removal Products

                          • Competitive landscape, price-driven shoppers lead to stagnant growth
                            • P&G sees success with non-disposable product innovation
                              • Manufacturer sales of shaving and hair removal products
                                • Figure 18: MULO sales of shaving and hair removal products, by leading companies, rolling 52-weeks 2014-2015
                            • What’s Working?

                              • Empowering campaign from Venus redefines female stereotypes
                                • Figure 19: Gillette Venus #UseYourAnd video campaign, January 2015
                              • Subscription services gain momentum
                                • Figure 20: Any use or interest in shaving subscription services, by gender and age, July 2015
                              • Gentle, skin nourishing shaving prep benefiting segment
                                • Figure 21: MULO sales of select shaving prep products, 52-weeks ending July 12, 2015
                              • Private label outgains branded products
                              • What’s Struggling?

                                • Lack of engagement through marketing
                                  • Figure 22: Select appearance influencers, by age, July 2015
                                  • Figure 23: MULO Sales of Select Schick Cartridge and Cartridge Razors, rolling 52-weeks ending July 12, 2015
                                  • Figure 24: Schick Intuition print ad, August 2015
                                • Numerous product launches flood a saturated shaving prep segment
                                  • Figure 25: Share of shaving and hair removal launches, by segment, 2015*
                              • What’s Next?

                                • Features that improve function
                                  • Figure 26: Interest in select razor innovations, July 2015
                                • Creative retailing, subscription models poised to gain
                                  • Body-part specific tools gaining traction
                                    • Figure 27: MULO sales of P&G’s Gillette Body Razor, rolling 52-weeks ending July 12, 2015
                                    • Figure 28: Any use or interest in razors for specific body areas, by female and age, July 2015
                                  • Convenient formats could increase use of depilatories
                                    • Figure 29: Nair Brazilian Spa Clay and Bliss ‘Fuzz’ Off
                                    • Figure 30: Veet Botanical Inspirations Warm Sugar Wax and Sally Hansen Ouch-Relief Stripless Hard Wax
                                • The Consumer – What You Need to Know

                                  • Half of adults use disposable razors
                                    • Shaving prep products promoting skin benefits stand to gain
                                      • Depilatories struggle with negative perceptions
                                        • Younger adults most engaged in hair removal category
                                          • Shift in attitudes among younger men about facial hair
                                          • Usage and Purchase Influencers of Razors

                                            • Disposable razors are most popular choice among adults
                                              • Figure 31: Use of razors, by gender, July 2015
                                            • Hispanics over index use of most razors
                                              • Figure 32: Use of razors, by Hispanic origin, July 2015
                                            • Purchase motivators vary by razor type
                                              • Figure 33: Top five cartridge razor purchase influencers, any rank, July 2015
                                              • Figure 34: Top five disposable razor purchase influencers, any rank, July 2015
                                          • Interest in Razor Features

                                            • Emphasize function and dual action features
                                              • Figure 35: Gillette Venus Swirl Cartridge razor
                                              • Figure 36: Any use or interest in select razor innovations, July 2015
                                            • Younger men seek personalized and simplified experience
                                              • Figure 37: Any interest or use in select shaving products, by male and age, July 2015
                                            • Hispanic, Black consumers seek performance and quality
                                              • Figure 38: Any interest or use in select shaving product innovations, by race and Hispanic origin, July 2015
                                          • Usage and Purchase Influencers of Shaving Prep Products

                                            • Shaving cream dominates format use
                                              • Figure 39: Use of shave prep products, by gender, July 2015
                                              • Figure 40: Use of shaving prep products, by household income, July 2015
                                            • Hispanic, White adults heavier users of shaving prep products
                                              • Figure 41: Shaving prep product usage, by race and Hispanic origin, July 2015
                                            • Women seek hydrating benefits, men seek calming features
                                              • Figure 42: Select appearance related concerns, by gender, July 2015
                                              • Figure 43: Select pre and post shaving purchase influencers, by gender, July 2015
                                            • Purchase influencers differ between pre and post shave products
                                              • Figure 44: Shaving prep purchase influencers, by product, July 2015
                                              • Figure 45: Correspondence analysis – Shaving prep purchase influencers, July 2015
                                          • Usage and Purchase Influencers of Hair Removal Products

                                            • Women, adults aged 25-34 more inclined to use hair removal products
                                              • Figure 46: Use of hair removal products, by gender and 25-34 age group, July 2015
                                            • Hair removal users are motivated by skincare benefits
                                              • Figure 47: Top five hair removal cream purchase influencers, any rank, July 2015
                                            • Millennials influenced by product reviews
                                              • Figure 48: Select hair removal cream purchase influencers, by Millennial Generation, July 2015
                                          • Use of Professional Services

                                            • Adults aged 25-34 report higher usage of professional services
                                              • Figure 49: Select professional services used, by gender and by 25-34 age group, July 2015
                                            • Impact of Hispanic origin on product usage
                                              • Figure 50: Use of professional services, by race and Hispanic origin, July 2015
                                          • Attitudes toward Hair Removal and Appearance Influencers

                                            • Younger men more tolerant of facial hair
                                              • Figure 51: Select men’s attitudes toward facial hair, by age, July 2015
                                            • Hispanic men invested in their appearance
                                              • Figure 52: Select men’s attitudes toward facial hair, by race and Hispanic origin, July 2015
                                            • Marketing messages establishing a personal connection stand to gain
                                              • Figure 53: Select appearance influencers, by age, July 2015
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Sales data
                                                • Fan chart forecast
                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations
                                                      • Appendix – Market

                                                          • Figure 54: Total US sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2010-20
                                                          • Figure 55: Total US retail sales and forecast of refill cartridges, at current prices, 2010-20
                                                          • Figure 56: Total US retail sales and forecast of disposable razors, at current prices, 2010-20
                                                          • Figure 57: Total US retail sales and forecast of non-disposable razors, at current prices, 2010-20
                                                          • Figure 58: Total US retail sales and forecast of shaving cream, at current prices, 2010-20
                                                          • Figure 59: Total US retail sales and forecast of depilatories, at current prices, 2010-20
                                                          • Figure 60: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2010-15
                                                      • Appendix – Key Players

                                                          • Figure 61: MULO sales of non-disposable razors, by leading company and brands, rolling 52-weeks 2014 and 2015
                                                          • Figure 62: MULO sales of disposable razors, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                          • Figure 63: MULO sales of refill cartridges, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                          • Figure 64: MULO sales of shaving cream, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                          • Figure 65: MULO sales of depilatories, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                      • Appendix – Consumer

                                                        • Correspondence analysis methodology
                                                          • Experian Simmons analysis
                                                            • Figure 66: Types of shaving cream used, by select demographics, October 2014-June 2015
                                                            • Figure 67: Forms of shaving cream used, by select demographics, October 2014-June 2015

                                                        Companies Covered

                                                        • Walmart Stores (USA)

                                                        Shaving and Hair Removal - US - October 2015

                                                        US $3,995.00 (Excl.Tax)