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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