2023
8
Canada Shaving and Hair Removal Products Market Report 2023
2023-05-17T04:07:00+01:00
OX1158277
3695
163303
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Report
en_GB
“Shaving and hair removal are considered routine behaviours for the majority of Canadian consumers, with many consumers removing unwanted hair from multiple areas of the body and face. While this…

Canada Shaving and Hair Removal Products Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“Shaving and hair removal are considered routine behaviours for the majority of Canadian consumers, with many consumers removing unwanted hair from multiple areas of the body and face. While this obviously differs by gender, both men and women have strong category engagement. The cost of living increases have encouraged consumers to seek additional value in their products, while still demanding multiple benefits like skin health and convenience. Addressing consumer needs pre- and post-hair removal with soothing and non-irritating products will help increase category reach.”
Meghan Ross, Senior Analyst – Home & BPC

This Report looks at the following areas:

  • Market drivers impacting the shaving and hair removal markets, including inflation.
  • Shaving and hair removal formats used in the past 12 months.
  • Areas of the body targeted for hair removal and formats used.
  • Shaving and hair removal shopping behaviours.
  • Interest in hair removal innovations.
  • Shaving and hair removal attitudes.

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Shaving and hair removal is near-universal
                    • Figure 1: Products used in the past 12 months, 2023
                  • Both men and women remove unwanted hair from multiple areas of the body
                    • Figure 2: Shaving and hair removal on specific areas of the body, men vs women, 2023
                  • Consumers are relatively satisfied with the status quo
                    • Figure 3: Shaving and hair removal shopping behaviours, 2023
                  • Consumers are most interested in innovations that support healthy skin
                    • Figure 4: Interest in shaving and hair removal product innovations, 2023
                  • Consumers are confident, but are open to further guidance
                    • Figure 5: Hair removal knowledge attitudes (% agree), 2023
                  • Competitive strategies
                    • Build trust by supporting consumer choice
                      • Figure 6: Billie Instagram post, 2023
                    • Self-care messaging positions hair removal in the wellness space
                      • Figure 7: My Bleame Instagram post, 2023
                    • Added-value messaging takes many forms
                      • Figure 8: Henson Shaving Instagram post, 2022
                    • A focus on skincare
                      • Figure 9: Gillette Venus Instagram post, 2023
                    • Market predictions
                      • Figure 10: Shaving and hair removal category outlook, 2023-28
                    • Opportunities
                      • Expand format usage to more specialized tasks
                        • Hair removal is self-care
                          • South Asian consumers represent an important demographic
                            • Support new DIY consumers
                              • Fragrance has a larger role to play
                              • Market Drivers

                                • Cost concerns are impacting spending patterns
                                  • Figure 11: Consumer Price Index, 2020-23
                                • Impact of COVID-19 on haircare
                                  • Figure 12: NBC SNL Instagram post, 2020
                                  • Figure 13: The British Beard Club Instagram post, 2020
                                • Immigration policies will boost shaving and hair removal use
                                  • Figure 14: Distribution of foreign-born population, by region of birth, 1996-2036*
                              • Competitive Strategies and Market Opportunities

                                • Self-acceptance and shifting societal norms
                                  • Figure 15: Bustle Instagram post, 2023
                                  • Figure 16: Billie Instagram post, 2023
                                  • Figure 17: Hey Estrid Instagram post, 2022
                                  • Figure 18: ‘Tache | It’s on Prime, 2023
                                  • Figure 19: Veet Canada Instagram post, 2023
                                • Self-care and wellness focused positioning
                                  • Figure 20: Mintel Trend Driver: Wellbeing
                                  • Figure 21: Bic Group Instagram post, 2022
                                  • Figure 22: My Bleame Instagram post, 2023
                                  • Figure 23: Crave Freya Instagram post, 2023
                                • Value becomes more important
                                  • Figure 24: Mintel Trend Driver: Value
                                • Taking a DIY approach to save money
                                  • Figure 25: Flawless Beauty CA Instagram post, 2023
                                  • Figure 26: WooWoo Fun Instagram post, 2023
                                • The Pink Tax
                                  • Figure 27: Sometimes I use products that are not “made” for my gender (% agree), men vs women, 2023
                                • The importance of product claims
                                  • Figure 28: Shaving/hair removal product claims are more important than the brand (% agree), by age, 2023
                                  • Figure 29: Equate 5 Blade Razor (Canada), 2023
                                • Focusing on lifetime value
                                  • Figure 30: Henson Shaving Instagram post, 2022
                                  • Figure 31: Gillette Instagram post, 2023
                                • Convenience as a value booster
                                  • Figure 32: Manscaped Instagram post, 2023
                                  • Figure 33: Jovs Official Instagram post, 2023
                                • A focus on skincare
                                  • Figure 34: Gillette Venus Instagram post, 2023
                                  • Figure 35: Bushbalm Instagram post, 2022
                                  • Figure 36: Gillette Venus Instagram post, 2023
                                  • Figure 37: Manscaped Instagram post, 2023
                                  • Figure 38: Nair Prep & Smooth Face Hydrating with Watermelon Extract & Hyaluronic Acid Hair Remover (Canada), 2023
                              • The Shaving and Hair Removal Consumer – Fast Facts

                                • Products Used in the Past 12 Months

                                  • Hair removal is near-universal among Canadian consumers
                                    • Figure 39: Products used in the past 12 months, 2023
                                    • Figure 40: Products used in the past 12 months (nets), men vs women, 2023
                                    • Figure 41: Product categories used in the past 12 months (nets), by age and gender, 2023
                                    • Figure 42: Any hair removal product net usage, by race, 2023
                                • Hair Removal Detail – Format Use by Location

                                  • Men and women have different hair removal priorities
                                    • Figure 43: Shaving and hair removal on specific areas of the body (net any products used), men vs women, 2023
                                    • Figure 44: Shaving and hair removal on specific areas of the body (net any product), by age and gender, 2023
                                    • Figure 45: Formats used on different parts of the body for hair removal, 2023
                                    • Figure 46: Formats used to remove facial hair in the past 12 months (among format users), men vs women, 2023
                                    • Figure 47: Formats used to remove facial hair in the past 12 months (among format users), by age, 2023
                                    • Figure 48: Formats used to remove body hair in the past 12 months (among format users), men vs women, 2023
                                    • Figure 49: Formats used to remove body hair in the past 12 months (among format users), by age, 2023
                                • Shopping Behaviours

                                  • Online purchases continue to be rare for hair removal products
                                    • Figure 50: Shaving and hair removal shopping behaviours, 2023
                                    • Figure 51: Shaving and hair removal shopping behaviours, by age, 2023
                                    • Figure 52: Shaving and hair removal shopping behaviours, South Asian consumers vs overall, 2023
                                • Interest in Innovations

                                  • Skincare-focused innovations have the most interest
                                    • Figure 53: Interest in shaving and hair removal product innovations, 2023
                                    • Figure 54: Interest in shaving and hair removal product innovations, men vs women, 2023
                                    • Figure 55: Interest in shaving and hair removal product innovations, by age, 2023
                                    • Figure 56: Those not interested in any of the listed shaving and hair removal product innovations, by race, 2023
                                • Attitudes and Behaviours

                                  • Hair removal routines
                                    • Figure 57: Hair removal routine attitudes (% agree), 2023
                                    • Figure 58: EOS Products Instagram post, 2023
                                    • Figure 59: Hair removal routine attitudes (% agree), men vs women, 2023
                                    • Figure 60: Select hair removal routine attitudes (% agree), South Asian consumers vs overall, 2023
                                  • Hair removal knowledge
                                    • Figure 61: Hair removal knowledge attitudes (% agree), 2023
                                    • Figure 62: Hair removal knowledge attitudes (% agree), men vs women, 2023
                                    • Figure 63: Veet Canada Instagram post, 2022
                                    • Figure 64: Hair removal knowledge attitudes (% agree), by age, 2023
                                    • Figure 65: Hair removal knowledge attitudes (% agree), South Asian consumers vs overall, 2023
                                  • Environmental impact
                                    • Figure 66: Shaving/hair removal products are bad for the environment (% agree), by age and gender, 2023
                                    • Figure 67: Schick Xtreme Bamboo Razor (Canada), 2022
                                    • Figure 68: Henson Shaving Instagram post, 2022
                                    • Figure 69: Nad’s Eco Wax Strip Kit (US), 2023
                                • Appendix – Data Sources and Abbreviations

                                  • Data sources
                                    • Consumer survey data
                                      • Consumer qualitative research
                                        • Mintel Trend Drivers
                                          • Abbreviations

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