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 - UK - December 2009

This report assesses the performance of the £523 million shaving and depilatories market since the last Mintel report was published in July 2007.

  • Razors and shavers are a standard item used by an estimated 23.4 million men and 21 million women. Usage levels have remained steady.
  • The recession has had a minimal impact on spending habits. In recent months, very few people have cut back on how much they spend on shaving preparations, but they do keep an eye out for special offers.
  • Sales (by value) have been dampened by heavy promotional discounting and a drop in the number of heavy users, most notably in men’s razors, blades and electric shavers.
  • Brand loyalty is high. Although loyalty is spread across a handful of favourite brands. People are not always loyal to the same brand for both shaving hardware and software.
  • More than one in ten consumers experiment with new brands and formats but quality and performance are key to encouraging people who switch brands to continue buying the new brand.
  • Men are motivated to buy shaving products on the basis of performance whereas women are motivated by permanence. Men want products that cut close but don’t irritate, whereas women want products that keep them hair-free for longer.

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

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Close cut sees consumers cut back
              • Making money from not shaving
                • More bang for your buck
                  • Making money go further
                  • Market in Brief

                    • Sales start to slide
                      • Fancy a wet cut?
                        • To be loyal or shave and save?
                          • Lack of real innovation
                            • Looking forward
                            • Internal Market Environment

                              • Key points
                                • Taking pride in your appearance
                                  • Figure 1: Trends in attitudes towards personal appearance, by gender, 2004-09
                                • Dare to bare
                                  • Figure 2: Average temperature and total number of sunshine hours in the UK, 2004-09
                                • Following the fashion
                                  • Bargain hunting
                                    • The natural look
                                    • Broader Market Environment

                                      • Key points
                                        • An ageing population
                                          • Figure 3: Trends in the age structure of the UK population, by gender, 2004-14
                                        • Keeping up appearances
                                          • Figure 4: Numbers of adults of working age who are unemployed, January 2004-August 2009
                                        • Targeting teens
                                        • Competitive Context

                                          • Key points
                                            • Recession has minimal impact
                                              • Cut price lures users
                                                • Theft
                                                  • Beard love
                                                    • Improved technology
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • New launches peak
                                                              • Figure 5: Growth index in the number of new launches of shaving products and depilatories (excluding electrical hair removal), 2004-09
                                                            • Shaving preparations lead innovation
                                                              • Figure 6: New launch activity of shaving products and depilatories, by category, January-September 2009
                                                            • Procter & Gamble lead innovation
                                                              • Figure 7: Leading innovators in shaving products and depilatories, by year, 2007-09
                                                            • Raiding the botanical garden
                                                              • Figure 8: Leading product positioning in shaving products and depilatories, by year, 2007-09
                                                            • Easy peasy
                                                              • Multi-functionality
                                                                • Battle of the sexes
                                                                  • Going green?
                                                                    • Global trends
                                                                      • Possible future trends
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Sales take a tumble
                                                                            • Figure 9: UK retail value sales of shaving products and depilatories, 2004-14
                                                                          • The future
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Total market
                                                                                • Figure 10: UK retail value sales of shaving products, by sector, 2007-09
                                                                              • Promotional activity keeps sales buoyant
                                                                                • The impact of innovation
                                                                                  • Razors and blades
                                                                                    • Figure 11: UK retail value sales of shaving hardware, by sector, 2007-09
                                                                                  • Loyalty benefits system razors and electric/battery shavers
                                                                                    • Discounts and disposables woo consumers
                                                                                      • Shaving preparations
                                                                                        • Figure 12: UK retail value sales of shaving preparations, by sector, 2007-09
                                                                                      • Depilatories and bleach
                                                                                        • Figure 13: UK retail value sales of depilatories and bleach, by sector, 2007-09
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Razors and blades
                                                                                          • Figure 14: Manufacturers’ shares in value sales of wet shave hardware, 2007-09
                                                                                        • Electric and battery shavers and epilators
                                                                                          • Figure 15: Manufacturers’ shares in value sales of electric and battery shavers and epilators, 2007-09
                                                                                        • Shaving preparations
                                                                                          • Figure 16: Manufacturers’ shares in value sales of shaving preparations, 2007-09
                                                                                        • Depilatories
                                                                                          • Figure 17: Manufacturers’ shares in value sales of depilatories, 2007-09
                                                                                      • Companies and Products

                                                                                          • Figure 18: Brand map of the shaving and depilatories market, 2009
                                                                                        • BiC
                                                                                          • Church & Dwight
                                                                                            • King of Shaves
                                                                                              • Philips
                                                                                                • Procter & Gamble
                                                                                                  • Reckitt Benckiser
                                                                                                    • Remington
                                                                                                      • Wilkinson Sword
                                                                                                      • Brand Elements

                                                                                                          • Key points
                                                                                                            • Brand map
                                                                                                                • Figure 19: Attitudes towards and usage of shaving and hair removal brands, October 2009
                                                                                                              • Brand qualities of shaving product and depilatory brands
                                                                                                                • Gillette dominates, but Philips coming up
                                                                                                                  • Figure 20: Personalities of various shaving and hair removal brands, October 2009
                                                                                                                • Experience of shaving product and depilatory brands
                                                                                                                  • King of Shaves has room to grow
                                                                                                                    • Figure 21: Consumer usage of various shaving and hair removal brands, October 2009
                                                                                                                  • Brand intentions for shaving product and depilatory brands
                                                                                                                    • System brands safe on top
                                                                                                                      • Figure 22: Consideration of various shaving and hair removal brands, October 2009
                                                                                                                    • Brand satisfaction for shaving product and depilatory brands
                                                                                                                      • Philips and Wilkinson Sword neck and neck
                                                                                                                        • Figure 23: Satisfaction with various shaving and hair removal brands, October 2009
                                                                                                                      • Brand commitment to shaving product and depilatory brands
                                                                                                                        • Gillette – the best anyone can get?
                                                                                                                          • Figure 24: Commitment to various shaving and hair removal brands, October 2009
                                                                                                                        • Wilkinson Sword
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 25: Attitudes towards the Wilkinson Sword brand, October 2009
                                                                                                                          • Nair
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 26: Attitudes towards the Nair brand, October 2009
                                                                                                                            • Philips
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 27: Attitudes towards the Philips brand, October 2009
                                                                                                                              • King of Shaves
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 28: Attitudes towards the King of Shaves brand, October 2009
                                                                                                                                • Veet
                                                                                                                                  • What the consumer thinks
                                                                                                                                    • Figure 29: Attitudes towards the Veet brand, October 2009
                                                                                                                                  • Bic
                                                                                                                                    • What the consumer thinks
                                                                                                                                      • Figure 30: Attitudes towards the Bic brand, October 2009
                                                                                                                                    • Gillette
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 31: Attitudes towards the Gillette brand, October 2009
                                                                                                                                    • Channels to Market

                                                                                                                                      • Key points
                                                                                                                                        • Grocery multiples march on
                                                                                                                                          • Figure 32: UK retail sales of razors and blades, by outlet type, 2007-09
                                                                                                                                          • Figure 33: UK retail sales of shaving preparations, by outlet type, 2007-09
                                                                                                                                        • Going online
                                                                                                                                          • Figure 34: UK retail sales of electric & battery shavers and epilators, by outlet type, 2007-09
                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                        • Key points
                                                                                                                                          • Splashing the cash
                                                                                                                                            • Figure 35: Above-the-line advertising expenditure on shaving products and depilatories, 2005-09
                                                                                                                                          • Wet razors and blades top adspend
                                                                                                                                            • Figure 36: Main monitored media advertising expenditure on shaving products, by sector, 2005-09
                                                                                                                                          • Gillette has the power
                                                                                                                                            • Figure 37: Adspend by leading advertisers in the shaving products and depilatories market, % of total, 2005-09
                                                                                                                                          • Preparing to bare all
                                                                                                                                            • Figure 38: Average adspend by month, 2005-09
                                                                                                                                          • Advertising themes
                                                                                                                                            • Clever gadgets
                                                                                                                                              • Pain prevention
                                                                                                                                              • The Consumer – Usage and Frequency

                                                                                                                                                • Key points
                                                                                                                                                  • Men
                                                                                                                                                    • Use of razors and shavers
                                                                                                                                                      • Figure 39: Use of razors/razor blades and electric shavers, 2005-09
                                                                                                                                                    • Types of razors or shavers used
                                                                                                                                                      • Figure 40: Types of razors or shavers used, 2005-09
                                                                                                                                                    • Use of shaving preparations
                                                                                                                                                      • Figure 41: Use of shaving foam/gel/cream, 2005-09
                                                                                                                                                    • Types of shaving preparations used
                                                                                                                                                      • Figure 29: Type of shaving preparations used in the last 12 months, 2009
                                                                                                                                                    • Women
                                                                                                                                                      • Use of hair removal products and razors
                                                                                                                                                        • Figure 42: Use of hair removers/razors, 2007-09
                                                                                                                                                      • Types of hair removal products and razors used
                                                                                                                                                        • Figure 43: Types of razors used, 2005-09
                                                                                                                                                    • The Consumer – Products and Services Used

                                                                                                                                                      • Key points
                                                                                                                                                        • Users and non-users
                                                                                                                                                          • Figure 44: Use of shaving preparations and shaving hardware, by gender, August 2009
                                                                                                                                                        • Usage of hair removal products and services
                                                                                                                                                            • Figure 45: Hair removal products used in last six months, August 2009
                                                                                                                                                          • Men are motivated by performance
                                                                                                                                                            • Women looking for permanence
                                                                                                                                                              • Women don’t prep
                                                                                                                                                                • Salon is for girls
                                                                                                                                                                  • Women have smaller repertoire of products
                                                                                                                                                                    • Figure 46: Repertoire of types of hair removal products used, by gender, August 2009
                                                                                                                                                                • The Consumer – Attitudes towards Shaving Preparations and Hardware

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Consumer attitudes
                                                                                                                                                                      • Loyal to the brand
                                                                                                                                                                          • Figure 47: Attitudes towards shaving preparations and shaving hardware, August 2009
                                                                                                                                                                        • Constantly cutting costs
                                                                                                                                                                          • Gender divide
                                                                                                                                                                            • Figure 48: Most common attitudes towards purchasing shaving products, by gender, August 2009
                                                                                                                                                                        • Target Groups

                                                                                                                                                                          • Key point
                                                                                                                                                                            • Figure 49: Target groups for shaving products based on attitudes towards purchasing shaving products, August 2009
                                                                                                                                                                          • Brand loyal (45%)
                                                                                                                                                                            • Who are they?
                                                                                                                                                                              • Price is priority (22%)
                                                                                                                                                                                • Who are they?
                                                                                                                                                                                  • Both brand loyal and price is priority (21%)
                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                      • Disengaged (12%)
                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                                            • Figure 50: Employment and unemployment, by gender, 2004-14
                                                                                                                                                                                        • Appendix – The Consumer – Usage and Frequency

                                                                                                                                                                                            • Figure 51: Use of razors/razor blades and electric shavers, by demographics, 2009
                                                                                                                                                                                            • Figure 52: Use shaving foam/gel/cream, by demographics, 2009
                                                                                                                                                                                            • Figure 53: Use of hair removers/razors, by demographics, 2009
                                                                                                                                                                                            • Figure 54: Types of razors use, by demographics, 2009
                                                                                                                                                                                            • Figure 55: Types of hair removers/razors used, by frequency of use, 2009
                                                                                                                                                                                        • Appendix – The Consumer – Products and Services Used

                                                                                                                                                                                            • Figure 56: Shaving and depilatory products used in last six months, by demographics, August 2009
                                                                                                                                                                                          • Usage of shaving preparations and hardware
                                                                                                                                                                                            • Figure 57: Shaving preparations and shaving hardware, by demographics, August 2009
                                                                                                                                                                                          • Repertoire
                                                                                                                                                                                            • Figure 58: Repertoire on types of hair removal products, by demographics, August 2009
                                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Shaving Preparations and Hardware

                                                                                                                                                                                          • Shaving preparations
                                                                                                                                                                                            • Figure 59: Attitudes towards shaving preparations amongst users, August 2009
                                                                                                                                                                                          • Shaving hardware
                                                                                                                                                                                            • Figure 60: Attitudes towards shaving hardware amongst users, August 2009
                                                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                                                            • Figure 61: Statements on shaving preparations and shaving hardware, by target groups, August 2009
                                                                                                                                                                                            • Figure 62: Hair removal products used in last six months, by target groups, August 2009
                                                                                                                                                                                            • Figure 63: Repertoire on types of hair removal products, by target groups, August 2009
                                                                                                                                                                                            • Figure 64: Target groups, by demographics, August 2009

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Alberto-Culver Company (UK)
                                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                        • Alliance Boots
                                                                                                                                                                                        • Amazon.co.uk
                                                                                                                                                                                        • Argos
                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                        • ASOS
                                                                                                                                                                                        • BaByliss (UK)
                                                                                                                                                                                        • Beiersdorf UK Ltd
                                                                                                                                                                                        • Braun GmbH
                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                        • Church & Dwight UK Ltd
                                                                                                                                                                                        • Clinique Laboratories Ltd (UK)
                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                        • Colgate-Palmolive UK Ltd
                                                                                                                                                                                        • Conair Corporation
                                                                                                                                                                                        • Energizer Holdings, Inc.
                                                                                                                                                                                        • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                        • Gillette UK Ltd
                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                        • Helen of Troy Limited
                                                                                                                                                                                        • Hugo Boss
                                                                                                                                                                                        • ITV plc
                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                        • Johnson & Johnson Ltd
                                                                                                                                                                                        • King of Shaves Company Ltd.
                                                                                                                                                                                        • L'Oréal (UK)
                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                        • Molton Brown
                                                                                                                                                                                        • Neal’s Yard Remedies
                                                                                                                                                                                        • Netto Foodstores Ltd
                                                                                                                                                                                        • Nintendo UK Entertainment Ltd
                                                                                                                                                                                        • Office for National Statistics
                                                                                                                                                                                        • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                        • Panasonic
                                                                                                                                                                                        • Philips Consumer Electronics UK
                                                                                                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                                                                                                        • PZ Cussons
                                                                                                                                                                                        • Reckitt Benckiser (UK)
                                                                                                                                                                                        • Remington Consumer Products Ltd (UK)
                                                                                                                                                                                        • Safeway Stores
                                                                                                                                                                                        • Sara Lee Household & Body Care
                                                                                                                                                                                        • Stonyfield Farm
                                                                                                                                                                                        • Superdrug Stores Plc
                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                        • Unilever Plc
                                                                                                                                                                                        • Veet
                                                                                                                                                                                        • Wilkinson Sword Limited
                                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                        Shaving Products and Depilatories - UK - December 2009

                                                                                                                                                                                        US $2,478.79 (Excl.Tax)