2022
9
UK Shaving and Hair Removal Market Report 2022
2022-02-16T03:08:49+00:00
OX1101299
2195
147987
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Report
en_GB
“COVID-19, coupled with an increasingly casual culture, have deprioritised hair removal. Boredom with the current product offering, alongside consumer expectations of discounting, continue to erode market value for the UK’s…

UK Shaving and Hair Removal Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Shaving and Hair Removal report identifies consumer attitudes towards hair removal products market performance, trends in customer use, and launch activity in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Shaving and Hair Removal market in the UK.

Current Market Landscape

The larger, longer-standing shaving and hair removal brands are increasingly seeing competition from smaller players particularly. There are strong opportunities for brands to use direct and digital interactions to get to know their consumers better and to use this to guide marketing and launch activity.

  • 31% of those who remove hair buy their hair removal products online, with the majority purchasing directly from brand websites.
  • 32% of respondents have purchased shaving and/or hair removal products that were on special offer or on promotion in 2021.
  • There was a 7.2% drop in value in the first year of the pandemic, with social occasions being all but wiped out. Value fell by a further 3.6% in 2021.

Rising inflation rates will result in price hikes for the consumer. The prices of raw materials have increased, while freight and distribution costs have also been impacted, with leading companies like Procter & Gamble (P&G) and Unilever announcing price hikes for the consumer. This could impact brand loyalties, as well as resulting in consumers moving spend from hair removal to other more essential categories.

Future Market Trends in Shaving and Hair Removal

A casual culture, coupled with body positivity, have made it more acceptable to have hair on the face and body, thus posing a continued threat to the shaving and hair removal market. The resulting decline in practice of hair removal along with continued expectations of price promotions in the market have impacted value sales.

Conscious consumerism will continue to create opportunities in the market, adding value with convenient, high-performing, but sustainably sourced and produced products. Furthermore, embracing hair could actually create new shoots of growth for the category with a focus on facial hair care management and grooming.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research

Quickly understand

  • Analysis of how COVID-19 has changed consumer behaviour and in what ways this impacts the shaving and hair removal market.
  • Market performance throughout the ongoing pandemic and forecast beyond.
  • Product marketing and launch activity as well as consumer interest in innovation.
  • Trends in consumer use, purchase and attitudes towards hair removal including methods used.

Covered in this report

Products: Wet shave hardware (disposable razors, shaving systems, replacement blades), electric and battery shavers (epilators, all-over body hair removers), shaving preparations (gels, foams, creams, lotions, oils), depilatory products and bleaches (creams and lotions, waxing, sugaring products).

Brands: Veet, Procter & Gamble (Venus, Gillette (King C Gillette)), NIVEA, Nair, L’Oréal, Wilkinson (Wilkinson Sword, Wilkinson Quattro), Bic, Harry’s Grooming, Philips (Philips One Blade), King of Shaves, Jolen, Dr Harris & Co, Aesop, DeoDoc, Lab Series Research Centre, Dior, Davines, Edgewell Personal Care, Reckitt Benckiser, Morrisons, Manscaped, Beiersdorf, Dollar Shave Club, Flamingo.

Expert analysis from a specialist in the field

This report, written by Roshida Khanom, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19, coupled with an increasingly casual culture, have deprioritised hair removal. Boredom with the current product offering, alongside consumer expectations of discounting, continue to erode market value for the UK’s shaving and hair removal products. However, growth among newer, fresher brands points to consumer interest in products that offer more than just hair removal. Conscious consumerism sees sustainable and ethical brands resonate with younger shoppers who are less committed to the long-standing brand names. The post-pandemic world is likely to feel busier than it has been for the past two years. Incorporating wellness benefits into products, will help to position hair removal as being as integral to self-care as bathing or brushing teeth.

Roshida Khanom
Category Director BPC

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this report
    • Products/services excluded
  2. Executive Summary

    • The market
    • Cover-up during COVID-19 cuts value
      • Figure 1: Market forecast for UK men’s and women’s shaving and hair removal products, 2016-26
    • Trading-up to added value products will create pockets of growth
      • Figure 2: Shaving and hair removal category outlook, 2022-26
    • Companies and brands
    • Beard care becomes a building block for brand growth
      • Figure 3: Brand shares in the UK razors and blades market, 2021
    • Shaving preparation brands also benefit from beards
      • Figure 4: Brand shares in the UK shaving preparations and depilatories market, 2021
    • NPD continues to wane, but new launches focus on added value
      • Figure 5: New product launches in the UK shaving and depilatories market, by product type, 2018-21
    • The consumer
    • Gender inclusivity to champion ‘improve don’t remove’ approach for body hair
      • Figure 6: Hair removal areas – body, 2020 and 2021
    • Bushy brow trends steers brands in a new direction
      • Figure 7: Hair removal areas – face, 2020 and 2021
    • COVID-19 see people lose their grooming mojo
      • Figure 8: Impact of COVID-19 on shaving and hair removal behaviours, 2021
    • In-home products failed to turn lockdown lemons into lemonade
      • Figure 9: Places of hair removal, 2020 and 2021
    • Overall decline, but pockets of growth by different demographics
      • Figure 10: Methods of hair removal, 2020 and 2021
    • In-store purchase creates opportunities for brand trial
      • Figure 11: Purchase of hair removal products, 2021
    • Skin care benefits to shore up sales during hair regrowth
      • Figure 12: Interest in shaving/hair removal innovations, 2021
    • Hair removal needs to focus on regrowth
      • Figure 13: Attitudes towards shaving and hair removal, 2021
  3. Issues and Insights

    • Going above and beyond to make the cut
    • Improve, don’t remove, to support gender inclusivity
    • Tackle comfort during regrowth
  4. Market Size and Performance

    • Casual culture set continue beyond COVID-19
      • Figure 14: UK central forecast for value sales of men’s and women’s shaving and hair removal products, 2016-26
    • Savvy shopping behaviours remain
      • Figure 15: UK value sales of men’s and women’s shaving and hair removal products, 2016-2026
  5. Market Size and Forecast

    • Little change expected in the long term
      • Figure 16: Shaving and hair removal category outlook, 2022-26
    • Market value continues to contract
      • Figure 17: Market forecast for UK men’s and women’s shaving and hair removal products, 2016-26
    • COVID-19 continues to curb growth
    • Market drivers and assumptions
      • Figure 18: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. Market Segmentation

    • Razors and blades sees £40 million slashed from market value
      • Figure 19: UK retail value sales of men’s and women’s shaving and hair removal products, by segment, 2019-21 (est)
  7. Channels to Market

    • Lockdowns lead shift in shopping habits
      • Figure 20: UK retail value sales of men’s and women’s shaving and hair removal products, by type, 2019-21(est)
    • Grocery multiples take the greatest hit
  8. Market Drivers

    • Target teens and boomers to secure growth
      • Figure 21: Trends in the age and gender structure of the UK population, 2015-2025
    • Sports clubs present opportunity for trial
    • Sunshine getaways cast a cloud on demand for products
    • Employment has held up but has less influence on hair removal
    • GDP is set to recover …
      • Figure 22: Key economic data, 2020-26
    • … but the post-COVID bounce-back will be short-term
    • Inflationary pressures are mounting
  9. Market Share

    • Razors and blades
    • Demand for difference drives growth of non-dominant names
      • Figure 23: Brand shares in the UK razors and blades market 2019-21
    • Shaving preparations and depilatories
    • L’Oréal benefits from beards
      • Figure 24: Brand shares in the UK Shaving preparations and depilatories market 2019-21
  10. Launch Activity and Innovation

    • Declining focus in core categories of razors and shaving
      • Figure 25: New product launches in the UK shaving and depilatories market, by product type, 2018-21
    • Innovation seeks to add value through conscious consumerism
      • Figure 26: New product launches in the UK razors market, by price positioning, 2018-2021
      • Figure 27: Examples of masstige product launches in the UK shaving and depilatories market, 2021
    • Focus is on the environment
      • Figure 28: Top five fastest-growing claims in the UK shaving and hair removal market, 2020-21
    • Skincare in the spotlight
      • Figure 29: Examples of shaving and depilatories launches that offer skincare benefits, 2021
    • Beards become a building block for growth
      • Figure 30: Examples of shaving and depilatories launches that target beard care, 2020-21
    • P&G leads launch activity
      • Figure 31: New product launches in the UK shaving and hair removal category, by ultimate companies and others, 2021
  11. Advertising and Marketing Activity

    • TV takes greatest hit among falling adspend
      • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by media type, 2019-2021
    • Blades still carving up the conversation
      • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by product type, 2020-2021
    • Tackling taboos is a key focus for female hair removal campaigns
      • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by ultimate company, 2021
    • Dating apps represent the perfect marketing match
    • Nielsen Ad Intel coverage
  12. Brand Research – Men’s

    • Brand map
      • Figure 35: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 36: Key metrics for selected brands, 2021
    • Brand attitudes: Established brands set the benchmark for quality
      • Figure 37: Attitudes, by brand, 2021
    • Brand personality: Dollar Shave Club most exclusive, but Philips and Wilkinson Sword most Ethical
      • Figure 38: Brand personality – macro image, 2021
    • Brands with best reputations aligned with quality not quirkiness
      • Figure 39: Brand personality – micro image, 2021
    • Brand analysis
    • Gillette brand lives up to ‘the best a man can get’ tagline
    • Philips is a steady Eddie, but doesn’t spark excitement
    • Wilkinson Sword shows signs of ageing
    • Dollar Shave Club needs more substance to be taken seriously
  13. Brand Research – Women’s

    • Brand map
      • Figure 40: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 41: Key metrics for selected brands, 2021
    • Brand attitudes: Newcomer seen as more caring than market stalwarts
      • Figure 42: Attitudes, by brand, 2021
    • Brand personality: Veet regarded as the most accessible brand
      • Figure 43: Brand personality – macro image, 2021
    • Established brands seen as old-fashioned alongside newer quirky brands
      • Figure 44: Brand personality – micro image, 2021
    • Brand analysis
    • Best-known brand Gillette Venus has youthful user profile
    • Uniqueness feeds into favouritism of Veet among users
    • Nair lacks differentiation, but is seen as trustworthy
    • Youthful newcomer Flamingo appeals to younger women
  14. Body Hair Removal

    • Women drive downturn in body hair removal
      • Figure 45: Hair removal areas – body, 2020 and 2021
    • Playful approach to hair removal through hair art
      • Figure 46: hair removal by body part, by gender, 2021
    • Female skew towards multiple areas for hair removal
      • Figure 47: Gender comparison of number of body parts from which hair has been removed in the last 12 months, 2021
  15. Facial Hair Removal

    • Masking embarrassment of unwanted facial hair
      • Figure 48: Hair removal areas – face, 2020 and 2021
    • Facial hair trends could browbeat brands to move in a new direction
  16. Methods of Hair Removal

    • Salons slipped, in-home brands failed to capitalise
      • Figure 49: Places of hair removal, 2020 and 2021
    • Young men are turning their back on in-home hair removal
      • Figure 50: Removal of hair at home vs the salon, by men aged 16-24, 2018-21
    • Under-25s ditch electric trimmers for dry shaving
      • Figure 51: Methods of hair removal, 2020 and 2021
    • Over-55s favour wet shaving
  17. Impact of COVID-19 on Shaving and Hair Removal Behaviours

    • Pandemic apathy leaves younger crowd unmotivated
      • Figure 52: Impact of COVID-19 on shaving and hair removal behaviours, 2021
    • Salon services drive trial of alternative methods of hair removal
  18. Purchase of Hair Removal Products

    • In-store creates opportunities for brand trial
      • Figure 53: Purchase of hair removal products, October
    • Digital opportunities among tech-savvy over-55s
      • Figure 54: Purchase of hair removal products, by age, October
    • Price is a key purchase motivator
      • Figure 55: Hair removal purchase behaviours, by gender, 2021
    • Signs men are dissatisfied with big brand offering
  19. Interest in Hair Removal Innovations

    • Acknowledge that feeling fuzz-free is multi-sensory
      • Figure 56: Interest in shaving/hair removal innovations, 2021
    • One-size fits all doesn’t cut it for 27% of hair removers
    • Innovate in bundles to help skin goals
  20. Attitudes towards Shaving and Hair Removal

    • Hair removal needs to focus on regrowth
      • Figure 57: Attitudes towards shaving and hair removal, 2021
    • Focus on themes of climatarianism and circularity in 2022
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  22. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 58: Market forecast and prediction levels for the UK men’s and women’s shaving and hair removal products, 2021-2026
    • Market drivers and assumptions
      • Figure 59: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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