Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Shaving Products and Depilatories - Germany - December 2009

Thanks to a widening of the female consumer base and the emergence of new sub-segments such as body groomers, the shaving products market achieved moderate growth rates up to 2008. However, 2009 looks likely to see a reversal of fortunes as financial worries encourage consumers to turn to own-labels.

European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.

They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.

Every title includes five, market-specific reports, investigating that sector in France, Germany, Italy, Spain and the UK.

Each report contains comprehensive analysis into:

  • Market sizes
  • Market trends
  • Leading manufacturers
  • Consumer trends
  • Sales forecasts

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Decline of wet shaving hardware sector
              • Female segments do better than male
                • Female consumer base growing but still much room for expansion
                  • New shaving preparations focus on skincare
                    • P&G with Gillette and Braun is the undisputed market leader
                      • Slow growth for the future
                      • Internal Market Environment

                        • Key points
                          • Female shaving no longer taboo
                            • Men like large, long-lasting, easy-to-find packs
                              • Importance of image
                                • Star quality
                                  • Fashion influences
                                    • Added value
                                    • Broader Market Environment

                                      • Key points
                                        • Ageing women are least likely to shave
                                          • Figure 1: Trends in German population, by age, 2003-13
                                        • Financial worries slow growth
                                          • REACH makes suppliers work harder
                                          • Who’s Innovating?

                                            • Key points
                                              • Figure 2: Percentage of new product launches, by country, 2006-09
                                              • Figure 3: Percentage of new product launches, Germany, by category, 2006-09
                                              • Figure 4: New product launches, Germany, by claim, 2006-09
                                              • Figure 5: Percentage of new product launches in shaving products, by company, 2006-09
                                          • Market Size and Forecast

                                            • Key points
                                              • Figure 6: German retail value sales of shaving products, at current and constant prices, 2004-14
                                            • Factors used in the forecast
                                            • Segment Performance

                                              • Key points
                                                • Figure 7: German retail value sales of shaving products, by type, 2007-09
                                              • Wet shaving hardware
                                                • Figure 8: German retail value sales of wet shaving hardware, at current and constant prices, 2004-14
                                                • Figure 9: German retail value sales of wet shaving hardware, by type, 2007-09
                                              • Electric shaving hardware
                                                • Figure 10: German retail value sales of electric shaving hardware, at current and constant prices, 2004-14
                                                • Figure 11: German retail value sales of electric shaving hardware, by type, 2007-09
                                              • Shaving preparations
                                                • Figure 12: German retail value sales of shaving preparations, at current and constant prices, 2004-14
                                                • Figure 13: German retail value sales of shaving preparations, by type, 2007-09
                                              • Other hair removal products
                                                • Figure 14: German retail value sales of other hair removal products, at current and constant prices, 2004-14
                                            • Market Share

                                              • Key points
                                                • P&G dominates the market overall
                                                  • Wet shaving hardware
                                                    • Figure 15: Brands’ value shares of male wet shaving hardware, 2007-09
                                                  • The male segment
                                                    • The female segment
                                                      • Electric shaving hardware
                                                        • Figure 16: Brands’ value shares of male facial electric shaving hardware, 2007-09
                                                        • Figure 17: Popularity of electric shaver brands, 2005-09
                                                      • Shaving preparations
                                                        • Figure 18: Brands’ value shares of shaving preparations, 2009
                                                      • Other hair removal products
                                                      • Companies and Products

                                                        • Beiersdorf
                                                          • Colgate Palmolive
                                                            • Energizer Holdings/Wilkinson Sword
                                                              • Philips
                                                                • Procter & Gamble
                                                                  • Reckitt Benckiser
                                                                  • Channels to Market

                                                                    • Key points
                                                                      • Figure 19: Sales by channel of shaving preparations, 2007-09
                                                                  • The Consumer – Pan-European Overview

                                                                    • Key points
                                                                      • Hair removal less of a priority
                                                                        • Figure 20: Penetration of women’s hair removal products, by country, 2008
                                                                      • Shaving close to saturation
                                                                        • Figure 21: Penetration of men’s shaving products, by country, 2008
                                                                    • The Consumer – Trends in Germany

                                                                      • Key points
                                                                        • Great potential in women’s hair removal
                                                                          • Figure 22: Trends in penetration of hair removers/razors, by women, Germany, 2004-08
                                                                          • Figure 23: Trends in penetration of razors & razor blades & electric shavers, by men, Germany, 2004-08
                                                                          • Figure 24: Methods of hair removal, by women, 2004-08
                                                                          • Figure 25: Methods of hair removal, by men, 2005-08
                                                                      • The Consumer – Usage

                                                                        • Key points
                                                                          • Young women key consumers
                                                                            • Figure 26: Penetration and frequency of hair remover/razors, by women, 2008
                                                                            • Figure 27: Penetration and frequency of razors & razor blades & electric shavers, by men, 2008
                                                                            • Figure 28: Penetration of shaving foam/gel/cream & sticks, by men, 2008
                                                                            • Figure 29: Penetration of electric shavers, 2008
                                                                        • The Consumer – Attitudes

                                                                          • Key points
                                                                              • Figure 30: Attitudes, by women, 2008
                                                                              • Figure 31: Attitudes, by men, 2008

                                                                          Companies Covered

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

                                                                          Shaving Products and Depilatories - Germany - December 2009

                                                                          £495.00 (Excl.Tax)