UK Shaving and Hair Removal Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the UK – Shaving and Hair Removal market, and the behaviours, preferences and habits of the consumer.
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Although facial and body hair removal remained stable, the size of the shaving and hair removal category has declined for the fourth consecutive year in 2019 and is estimated to decline by a further 3.5% in 2020. The trend is driven by price-sensitive shopping behaviours as well as reduced frequency of hair removal, behaviours which will be amplified by the COVID-19 outbreak. The lockdown period will see hair removal routines relax, whilst price sensitivities will be heightened as household finances are squeezed.
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Expert analysis from a specialist in the field
Written by Emilia Tognacchini, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The COVID-19 outbreak will accelerate the price-driven nature of this sector, meaning that a market that was already expected to be in decline will face an even greater short-term challenge. However, consumers do show interest in added-value propositions, such as skincare benefits and personalisation, indicating NPD opportunities for brands in the longer term. We also expect to see renewed interest in sustainability and eco-friendly options in the wake of the COVID-19 crisis, which will open up new angles that brands can explore 
Emilia Tognacchini
Beauty & Personal Care Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The market
- COVID-19 outbreak drives decline in value in 2020
- Figure 1: UK central forecast for value sales of shaving and hair removal products (adjusted for COVID-19), 2014-24
- Impact of COVID-19 on Shaving and Hair Removal
- Long-term impact of COVID-19 will be limited
- Figure 2: Expected impact of COVID-19 on the shaving and hair removal category, short, medium and long-term, 27th April 2020
- Companies and brands
- Market leaders see minor decline in shaving preparations and depilatories
- Figure 3: Brand shares in the UK shaving preparations and depilatories market, year ending January 2020
- Top brands face decline in razors and blades
- Figure 4: Brand shares in the UK razors and blades market, year ending January 2020
- NPD by own-label brands is increasingly competitive
- Figure 5: New product launches in the UK shaving and depilatories market, by product type, 2016-19
- The consumer
- Body hair removal remains stable
- Figure 6: Hair removal areas – body, June 2018 and January 2020
- The beard trend could be impacted by COVID-19
- Figure 7: Hair removal areas – face, June 2018 and January 2020
- Salon hair removal will be impacted by COVID-19
- Figure 8: Places of hair removal, June 2018 and January 2020
- Shaving is less popular with young women
- Figure 9: Methods of hair removal, January 2020
- Shaving frequency is in decline
- Figure 10: Changes in usage of shaving products, January 2020
- Reusable depilatory products can appeal to conscious consumers
- Figure 11: Changes in usage of waxing/sugaring products and hair removal creams, January 2020
- Price is a powerful purchase driver
- Figure 12: Purchase drivers for hair removal products, January 2020
- Tidiness and hygiene motivate hair removal
- Figure 13: Reasons for removing body/facial hair, by gender, January 2020
- Opportunity to explore new benefits
- Figure 14: Interest in hair removal innovations, January 2020
- What we think
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The Impact of COVID-19 on the Shaving and Hair Removal Sector
- Short, medium and long-term impact on the industry
- Figure 15: Expected impact of COVID-19 on the shaving and hair removal category, short, medium and long-term, 27th April 2020
- Opportunities and Threats
- Long-term impact of COVID-19 will be limited
- An emotional need for community and co-operation
- Scientific expertise is back in fashion…
- …and the crisis will reinforce growing environmental concerns
- Impact on the market
- 2020 will see an even bigger decline in value than previously expected
- Figure 16: UK central forecast for value sales of shaving and hair removal products (adjusted for COVID-19), 2014-24
- Shifts in consumer behaviour
- Health and hygiene was a priority in the initial weeks of the outbreak
- Figure 17: Personal or family behaviour changes as a result of the COVID-19/coronavirus outbreak, 9th April – 16th April 2020
- Overall BPC sees little change in spend
- Figure 18: Changes in spending habits on BPC, 20th March-16th April
- Impact on key consumer groups
- 16-24s will feel the pinch
- Priorities will shift for women
- Over-55s will become less engaged with hair removal
- Widespread use of facemasks could have a short-term impact on the category
- Figure 19: Usage of face mask in public as a result of the COVID-19/coronavirus outbreak, 28th February-1st April
- Consumers will look to brands that helped the effort
- How a COVID-19 recession will reshape the industry
- Unemployment will impact discretionary spend
- Hangovers from the last recession will impact behaviours
- Impact on the marketing mix
- Traditional pricing models and distribution channels will continue to be challenged
- Marketing needs to emphasis community and mutual support
- Clean beauty will evolve
- COVID-19: UK context
- Short, medium and long-term impact on the industry
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Issues and Insights
- Gender neutrality represents an opportunity
- The facts
- The implications
- Personalisation based on skin and hair type appeals to consumers
- The facts
- The implications
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The Market – What You Need to Know
- Fourth year of consecutive decline
- Razors & Blades see further decline
- Groceries remain popular
- Ageing population poses challenges
- Body hair can be beautiful
- COVID-19 will impact routines
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Market Size and Forecast
- Fourth year of consecutive decline
- Figure 20: UK value sales of men’s and women’s shaving and hair removal products, 2014-19
- Outlook in light of COVID-19
- Minimal impact in the short term by COVID-19
- 2020 will see a bigger decline
- Figure 21: UK central forecast for value sales of shaving and hair removal products (adjusted for COVID-19), 2014-24
- Figure 22: UK value sales of men’s and women’s shaving and hair removal products (adjusted for COVID-19), 2014-24
- A category in decline pre-COVID-19
- Figure 23: UK best- and worst-case forecast for value sales of shaving and hair removal products (pre-COVID-19 forecast), 2014-24
- Forecast methodology
- Fourth year of consecutive decline
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Market Segmentation
- Razors & blades see further decline
- Figure 24: UK retail value sales of men’s and women’s shaving products and depilatories, by segment, 2018-2019
- NPD in formats could drive depilatories
- Razors & blades see further decline
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Channels to Market
- Groceries remain the preferred channel
- Figure 25: UK retail value sales of shaving and hair removal products, by outlet type, 2017-19 (est)
- Discounters see the biggest decline
- Online sector could see growth
- Groceries remain the preferred channel
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Market Drivers
- Ageing population poses challenges to the category
- Figure 26: Trends in the age structure of the UK population, 2014-24
- Body hair can be beautiful
- Figure 27: FFS advert, 2018
- Consumers look for eco-friendly alternatives
- ‘Clean’ beauty and transparency remain important
- COVID-19 will impact routines
- Ageing population poses challenges to the category
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Companies and Brands – What You Need to Know
- Market leaders see minor decline in shaving preps and depilatories
- Razor brands see decline in value
- NPD on the increase despite decline in category value
- The shaving and hair removal category embraces gender neutrality
- Advertising spend focuses on TV and digital media
- Brands talk about masculinity and mental health
- Newer brands resonate with those on higher incomes
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Market Share
- Market leaders see minor decline in value
- Figure 28: Brand shares in the UK shaving preparations and depilatories market, 2019-20
- Top brands face decline in razors and blades
- Figure 29: Brand shares in the UK razors and blades market, 2019-20
- Cheaper brands gain visibility
- Market leaders see minor decline in value
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Launch Activity and Innovation
- NPD on the increase despite decline in category value
- Figure 30: New product launches in the UK shaving and depilatories market, by product type, 2016-19
- Shaving preparations see premium launches
- Figure 31: Examples of NPD in premium shaving preparation, 2019-20
- Launch activity focused on range extensions
- Figure 32: New product launches in the UK shaving and hair removal market, by launch type, 2016-19
- Figure 33: Examples of NPD in Superdrug hair removal products, 2019-20
- Dermatologically tested options become more popular
- Figure 34: Top six fastest-growing claims in the UK shaving and hair removal market, 2017-19
- Linking hair removal with skin-health
- The category embraces gender neutrality
- Figure 35: Examples of NPD in female hair removal products, 2018-19
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- Figure 36: Examples of NPD in unisex hair removal products, 2019-20
- Carbon neutrality to boost sustainability
- Vegan is trendy
- Brands should go beyond botanicals
- Figure 37: The Body Shop softening shaving cream for men with maca root & aloe, 2019
- Gillette leads NPD
- Figure 38: New product launches in the UK shaving and hair removal category, by top ultimate companies and others, 2019
- Figure 39: Gillette SkinGuard Sensitive Razor, P&G, 2019
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- Figure 40: Examples of NPD in own-label shaving preparations, 2019
- NPD on the increase despite decline in category value
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Advertising and Marketing Activity
- Advertising spend focuses on TV and digital campaigns
- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by media type, 2019
- Gillette and Lynx bet on digital advertising
- Figure 42: Gillette SkinGuard shavng tutorials, 2019
- Figure 43: Lynx Shavetorials advert, 2019
- Advertising expenditure focuses on manual razors
- Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by product category, 2019
- P&G leads advertising expenditure
- Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by ultimate company, 2019
- Gillette and Harry’s talk about masculinity
- Figure 46: Gillette “The Best A Man I Can get” Advert, 2019
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- Figure 47: Harry’s “I am not afraid” Advert, 2019
- Nielsen Ad Intel coverage
- Advertising spend focuses on TV and digital campaigns
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Brand Research – Women’s
- Brand map
- Figure 48: Attitudes towards and usage of selected brands, February 2020
- Key brand metrics
- Figure 49: Key metrics for selected brands, February 2020
- Brand attitudes: Boots Smooth Care offers good value
- Figure 50: Attitudes, by brand, February 2020
- Brand personality: Wilkinson Sword considered accessible
- Figure 51: Brand personality – macro image, February 2020
- FFS is seen as overhyped and indulgent
- Figure 52: Brand personality – micro image, February 2020
- Brand analysis
- Boots Smooth Care mainly used by 16-44s
- Figure 53: User profile of Boots Smooth Care, February 2020
- Wilkinson Sword combines expertise and high quality
- Figure 54: User profile of Wilkinson Sword, February 2020
- FFS appeals to women with higher incomes
- Figure 55: User profile of FFS Friction Free Shaving, February 2020
- Avon Works popular among different age and socio-economic groups
- Figure 56: User profile of Avon Works, February 2020
- Brand map
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Brand Research – Men’s
- Brand map
- Figure 57: Attitudes towards and usage of selected brands, February 2020
- Key brand metrics
- Figure 58: Key metrics for selected brands, February 2020
- Brand attitudes: Harry’s is worth paying more for
- Figure 59: Attitudes, by brand, February 2020
- Brand personality: NIVEA Men perceived as accessible
- Figure 60: Brand personality – macro image, February 2020
- King of Shaves considered youthful
- Figure 61: Brand personality – micro image, February 2020
- Brand analysis
- NIVEA Men mainly popular among young men
- Figure 62: User profile of NIVEA Men, February 2020
- Harry’s resonates with men with higher incomes
- Figure 63: User profile of Harry’s, February 2020
- Veet Men lacks distinctive features
- Figure 64: User profile of Veet Men, February 2020
- King of Shaves resonates with young men
- Figure 65: User profile of King of Shaves, February 2020
- Brand map
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The Consumer – What You Need to Know
- Body hair removal remains stable
- Facial hair removal routines remain the same
- Shaving remains the preferred method of hair removal
- Consumers shave and use depilatory products less frequently
- Price is most important
- Tidiness and hygiene motivate hair removal
- Boosting green features represents an opportunity
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Body Hair Removal
- A note on COVID-19
- Body hair removal remains stable
- Figure 66: Hair removal areas – body, June 2018 and January 2020
- COVID-19 will impact hair removal rates
- Young men are removing body hair less
- Figure 67: Hair removal from selected body areas amongst men aged 16-24, June 2018 and January 2020
- Older men remove pubic hair
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Facial Hair Removal
- Facial hair removal routines remain the same
- Figure 68: Hair removal areas – face, June 2018 and January 2020
- Beards could be impacted by COVID-19
- Eyebrow hair removal sees a rise
- Permanent methods could impact rates of upper lip hair removal
- Figure 69: Female hair removal from upper lip, by age, June 2018 and January 2020
- Facial hair removal routines remain the same
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Methods of Hair Removal
- Young men visit the salon less
- Figure 70: Places of hair removal, June 2018 and January 2020
- Wet shaving and plucking declines among young women
- Figure 71: Methods of hair removal, by gender, January 2020
- Older women opt for dry shaving
- Figure 72: Dry shaving amongst women aged 55+, June 2018 and January 2020
- Young men visit the salon less
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Changes in Usage of Shaving and Hair Removal Products
- Consumers shave less frequently
- Figure 73: Changes in usage of shaving products, by gender, January 2020
- Young consumers lead changes in shaving routines
- Usage of depilatory products is in decline
- Figure 74: changes in usage of waxing/sugaring products and hair removal creams, January 2020
- Consumers shave less frequently
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Purchase Drivers for Hair Removal Products
- Price is a powerful purchase driver
- Figure 75: Purchase drivers for hair removal products, by gender, January 2020
- Women look for easy to use hair removal products
- Young people are interested in healthy formulas
- Figure 76: Interest towards how ‘healthy’ the formulas is, by generation, January 2020
- Price is a powerful purchase driver
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Reasons for Hair Removal
- Tidiness and hygiene motivate hair removal
- Figure 77: Reasons for removing body/facial hair, by gender, January 2020
- Women more likely to remove hair to feel attractive
- Young consumers worry about body odour
- Figure 78: Removal of body/facial hair to reduce body odour, by age, January 2020
- Tidiness and hygiene motivate hair removal
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Interest in Innovation
- Opportunity to explore new skincare benefits
- Figure 79: Interest in hair removal innovations, January 2020
- Enriched formulas based on seasonal needs
- Personalisation has appeal
- Boosting green features represents an opportunity
- Figure 80: Interest towards selected hair removal innovations – net, January 2020
- Online subscription services appeal to young consumers
- In-store skin and hair tests attract urban consumers
- Figure 81: Shaving and hair removal – CHAID – tree output, January 2020
- Opportunity to explore new skincare benefits
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
- Forecast methodology
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