Although only 7% of UK adults who remove body/facial hair bought a premium product in the last 12 months, 74% of UK razor buyers say they are open to trading up.
Although only 7% of UK adults who remove body/facial hair bought a premium product in the last 12 months, 74% of UK razor buyers say they are open to trading up. This gap between low premium purchase levels and high openness suggests premium growth is being held back less by unclear benefits. Brands can convert this willingness into action by making premium options worthwhile.
Private label’s rapid expansion is a threat to category value, as the share of hair removal launches accounted for by private label has increased, and retailers are launching razor cartridges compatible with branded products. This means branded products face intense price pressure at a time when consumers remain highly value‑driven. Brands must give consumers clear, defensible reasons to stay with branded options, through features that private label cannot easily imitate.
A significant opportunity lies in the innovation of format and texture for shaving preparations. As consumers seek sensory experiences that mimic spa treatments at home, there is untapped potential in developing sophisticated, skincare-hybrid formulations.
This Report examines the UK market for men’s and women’s shaving and hair removal products. The following home-use products are included in the scope of the Report:
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As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
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There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
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