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Shaving Products and Depilatories - Spain - December 2009

This report covers the retail markets for:

Wet shaving hardware – disposable razors, shaving systems and replacement blades for both men and women.

Electric shavers – those for men, such as Remington MicroScreen and Philishave, but not beard or hair trimmers; and those for women, such as Philips Ladyshave, as well as epilators. All-over body hair removers such as Philips Bodygroom are also included. Electric shavers are also referred to as electric hardware.

Shaving preparations – includes canned gels, foams, tubed gels, creams and oils used to lubricate prior to wet shaving, for both men and women. These are often referred to as shaving software.

Other hair removal products – includes depilatory creams and lotions, waxing and sugaring products for home use.


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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Sales see a small decline
              • Range of skin-friendly products increases
                • Procter & Gamble in the lead
                  • Supermarkets the main distributors
                    • Penetration of women’s electric shavers high, men’s shaving preparations low
                      • Future
                      • Internal Market Environment

                        • Key points
                          • Climate affects product use
                            • Figure 1: Average temperature and rainfall in Spain
                          • C&T universe
                            • Sports participation
                              • New chemicals regulation
                                • Green ideas
                                • Broader Market Environment

                                  • Key points
                                    • Fewer 20-34-year-olds is bad news
                                      • Figure 2: Trends in the age structure of the Spanish population, by gender, 2003-13
                                    • Economic recession has an adverse effect
                                      • Figure 3: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2004-14
                                    • Rising unemployment is a negative market driver
                                      • Figure 4: Trends in Spanish employment, by gender, 2001-05
                                    • Shrinking household size is a mixed bag
                                      • Figure 5: Trends in number of Spanish households, by size, 2000-04
                                  • Who’s Innovating?

                                    • Key points
                                      • Spain’s contribution to European product launches increases
                                        • Figure 6: Percentage of new product launches, by country, 2006-09
                                      • Depilatories take the largest share
                                        • Figure 7: Percentage of new product launches in shaving products and depilatories in Spain, by category, 2006-09
                                      • Many products labelled as botanical or herbal
                                        • Figure 8: Number of new launches in shaving products and depilatories in Spain, by product claim, 2006-09
                                      • Leading multinationals and retailers at the forefront of NPD
                                        • Figure 9: Percentage of new product launches in shaving products and depilatories in Spain, by company, 2006-09
                                      • Skin-friendly products
                                        • Better hydration and moisturisation
                                          • Sophisticated razors
                                          • Market Size and Forecast

                                            • Key points
                                              • Tough market conditions result in a decline
                                                • Figure 10: Spanish retail value sales of shaving products and depilatories, at current and constant prices, 2004-14
                                              • Electric hardware the only sector to grow
                                                • Figure 11: Spanish retail value sales of shaving products and depilatories, by type, 2007-09
                                              • What the future holds
                                                • Factors used in the forecast
                                                • Segment Performance

                                                  • Key points
                                                    • Razors and shaving systems mature
                                                      • Figure 12: Spanish retail value sales of razors, razor blades and shaving systems, at current and constant prices, 2004-14
                                                      • Figure 13: Spanish retail value sales of razors, razor blades and shaving systems, by type, 2007-09
                                                    • Electric hardware puts on best performance
                                                      • Figure 14: Spanish retail value sales of electric hardware, at current and constant prices, 2004-14
                                                      • Figure 15: Spanish retail value sales of electric hardware, by type, 2007-09
                                                    • Sales of shaving preparations stagnate
                                                      • Figure 16: Spanish retail value sales of shaving preparations, at current and constant prices, 2004-14
                                                      • Figure 17: Spanish retail value sales of shaving preparations, by type, 2007-09
                                                    • Chemical depilatories still growing, but waxes less popular
                                                      • Figure 18: Spanish retail value sales of depilatories, at current and constant prices, 2004-14
                                                      • Figure 19: Spanish retail value sales of depilatories, by type, 2007-09
                                                  • Market Share

                                                    • Key points
                                                      • Procter & Gamble and Reckitt Benckiser leading brand suppliers
                                                        • Gillette the best-selling brand in razors, shaving systems and shaving preparations
                                                          • Braun and Philips take top spots in electric hardware
                                                            • Veet is best-seller in depilatories
                                                            • Companies and Products

                                                              • BIC
                                                                • Philips
                                                                  • Procter & Gamble
                                                                    • Reckitt Benckiser
                                                                      • Wilkinson Sword
                                                                      • Channels to Market

                                                                        • Key points
                                                                          • Supermarkets the largest distribution channel
                                                                            • Figure 20: Spanish retail value sales of shaving products and depilatories, by outlet type, 2007-09
                                                                        • The Consumer – Pan-European Overview

                                                                          • Key points
                                                                            • Women’s electric shavers highly popular in Spain
                                                                              • Figure 21: Penetration of women’s hair removal products, by country, 2008
                                                                            • Potential to expand Spanish consumer base for men’s shaving preparations
                                                                              • Figure 22: Penetration of men’s shaving products, by country, 2008
                                                                          • The Consumer – Product Use in Spain

                                                                            • Key points
                                                                              • Trends in product use
                                                                                • Figure 23: Trends in penetration of hair removers/razors, by women, 2004-08
                                                                                • Figure 24: Trends in penetration of razors/razor blades and electric shavers, by men, 2004-08
                                                                                • Figure 25: Trends in methods of hair removal, by men, 2005-08
                                                                              • Usage by demographics
                                                                                • Figure 26: Penetration and frequency of using hair remover/razors, by women, by demographic sub-group, 2008
                                                                                • Figure 27: Penetration and frequency of using razors/razor blades and electric shavers, by men, by demographic sub-group, 2008
                                                                                • Figure 28: Penetration of electric shavers, by demographic sub-group, 2008
                                                                                • Figure 29: Penetration of shaving foam/gel/cream and sticks, by men, by demographic sub-group, 2008
                                                                            • The Consumer – Attitudes

                                                                              • Key points
                                                                                • A market of image-conscious consumers
                                                                                  • 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 - Spain - December 2009

                                                                              US $657.21 (Excl.Tax)