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Description

Description

"The shaving and hair removal market reached nearly $3.6 billion in total 2019 retail sales, a decline of 0.1% from 2018. Although usage of razors is nearly universal, the value-driven nature of the category, shifting expectations of shaving and hair removal as well as increased competition from online retailers and subscription services continue to challenge the category."
- Olivia Guinaugh, Home & Personal Care Analyst

This report looks at the following areas:

  • Adults turn to lower-priced razors
  • Adults take a relaxed approach to shaving and hair removal
  • Frequent usage of professional hair removal services creates challenges
  • Young adults hold brands accountable for plastic waste

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Figure 1: Short, medium and long term impact of COVID-19 on shaving and hair removal, April 2020
          • The issues
            • Shaving and hair removal market expected to see a short-term hit due to COVID-19
              • Figure 2: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
            • Adults turn to lower-priced razors
              • Figure 3: Usage of razors, January 2020
            • Adults take a relaxed approach to shaving and hair removal
              • Figure 4: Usage behavior of shaving and hair removal products, January 2020
            • Frequent usage of professional hair removal services creates challenges
              • Figure 5: Usage frequency of professional hair removal services, January 2020
            • Young adults hold brands accountable for plastic waste
              • Figure 6: Select attitudes and behaviors toward shaving and hair removal products, by age, January 2020
            • The opportunities
              • Men are highly engaged and invested in their grooming routines
                • Figure 7: Select product usage and shaving and hair removal routines, by gender, January 2020
              • Adults express strong interest in innovations
                • Figure 8: Trial and interest in select product innovations, any trial or interest (net), January 2020
              • What it means/what’s next
              • The Impact of COVID-19 on Shaving and Hair Removal

                • What you need to know
                  • Figure 9: Short, medium and long term impact of COVID-19 on shaving and hair removal, April 2020
                • Opportunities and Threats
                  • Market will take a short-term hit with limited long-term impact
                    • Need for home maintenance and self-care points to opportunities
                      • The crisis will reinforce growing environmental concerns
                        • Figure 10: Instagram post about improved air quality
                      • COVID-19 will impact the evolution of clean beauty
                        • Impact on the shaving and hair removal products market
                          • 2020 will see slower sales growth than previously expected
                            • Figure 11: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2014-24
                          • Shifts in consumer behavior
                            • Short term panic buying will lead to sales dip
                              • Quarantine impacts facial hair trends
                                • Figure 12: Instagram posts with #quarantinebeard
                              • Those who use professional services turn to at-home products
                                • Key consumer segments
                                  • Consumers will look to brands that provide support and focus on community
                                    • Figure 13: Waksé Instagram post
                                    • Figure 14: Instagram post from Flamingo
                                  • How a COVID-19 recession will reshape the shaving and hair removal industry
                                    • Economic insecurity leads to higher price sensitivity
                                      • Changing needs create a new path for the industry
                                        • Traditional distribution channels will continue to be challenged
                                          • COVID-19: US context
                                          • The Market – What You Need to Know

                                            • Shaving and hair removal market expects short-term hit due to COVID-19
                                              • Non-disposables see gains, while disposables see declines; other retailers dominate sales
                                                • Potential for bans on plastic used in BPC products
                                                • Market Size and Forecast

                                                  • Shaving and hair removal market expects short-term hit due to COVID-19
                                                    • Figure 15: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2014-24
                                                • Market Breakdown

                                                  • Non-disposables and refill cartridges see gains, while disposable sales decline
                                                    • Figure 16: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
                                                  • Other retailers dominate market sales
                                                    • Figure 17: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2014-19
                                                • Market Factors

                                                  • Potential for bans on plastic used in BPC products
                                                  • Key Players – What You Need to Know

                                                    • Smaller brands are stealing share from leading players
                                                      • New entrants are disrupting the market; subscription services become mainstream
                                                        • High-quality yet affordable non-disposable razors challenge disposables
                                                          • Expect new innovations to hit the market
                                                          • Company and Brand Sales of Shaving and Hair Removal Products Market

                                                            • Smaller brands are stealing share from leading brands
                                                              • Sales of shaving and hair removal products by company
                                                                • Figure 18: Multi-outlet sales of shaving and hair removal, by leading companies, rolling 52 weeks 2019 and 2020
                                                            • What’s Working?

                                                              • Smaller brands see gains in all segments…
                                                                • Figure 19: MULO sales of Harry’s, Flamingo and Joy/Glee products, rolling 52 weeks 2019 and 2020
                                                              • …but need a boost in brand awareness
                                                                • Billie’s messaging aligns with younger adults’ values but needs a boost in awareness
                                                                  • Figure 20: Instagram post about Billie
                                                                  • Figure 21: Correspondence analysis – Symmetrical map – Brand perceptions, January 2020
                                                                • Methodology
                                                                  • Razor subscription services are hitting the mainstream
                                                                    • Figure 22: Gillette Venus Direct Club Instagram photos
                                                                • What’s Struggling?

                                                                  • Disposable razors continue to struggle in competitive environment
                                                                    • Figure 23: Total US retail sales of disposable razors and non-disposable razors, by segment, at current prices, 2017 and 2019
                                                                    • Figure 24: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                • What’s Next?

                                                                  • Professional hair removal increases the need for post-service care
                                                                    • Figure 25: iS Clinical’s SHEALD Recovery Balm
                                                                  • Expect more solutions to plastic pollution
                                                                    • Figure 26: Bulldog Skincare for Men Original Bamboo Razor
                                                                    • Figure 27: Preserve Ocean Plastic Shave Razor
                                                                  • Time to wave goodbye to traditional gendered products
                                                                    • Figure 28: Dollar Shave Club’s Getting Ready campaign video
                                                                    • Figure 29: BIC Made for YOU Razor
                                                                  • Say hello to new and improved at-home wax kits and depilatories
                                                                    • Who is already doing this?
                                                                      • Figure 30: Instagram post of Waksé products
                                                                      • Figure 31: Leg Mask by Nair
                                                                  • The Consumer – What You Need to Know

                                                                    • Most adults remove unwanted hair at home
                                                                      • Nearly all razors experienced an increase in usage
                                                                        • Usage of shaving and hair removal products rises
                                                                          • Adults want brands to facilitate waste-free routines
                                                                            • Adults use products as needed
                                                                              • Innovations that go beyond functional benefits garner strong interest
                                                                              • At-Home Hair Removal vs Professional Hair Removal Services

                                                                                • Most adults remove unwanted hair at home
                                                                                  • Figure 32: Hair removal area, by location, January 2020
                                                                                • Younger adults turn to professionals
                                                                                  • Figure 33: Professional hair removal – area, by age, January 2020
                                                                                • Lifestage factors impact type of service
                                                                                  • Figure 34: Types of professional hair removal services, by age, January 2020
                                                                              • Usage of Razors

                                                                                • Nearly all razors experienced an increase in usage
                                                                                  • Disposable razors enjoy heaviest usage… for now
                                                                                    • Figure 35: Usage of razors, June 2018 and January 2020
                                                                                  • Men use premium razors, while women are value driven
                                                                                    • Figure 36: Usage of razors, by gender, January 2020
                                                                                  • Lifestage factors impact razor usage
                                                                                    • Figure 37: Usage of razors, by age, January 2020
                                                                                  • Usage of trimmers is driven by Black adults
                                                                                    • Figure 38: Usage of razors, by race and Hispanic origin, January 2020
                                                                                • Usage of Shaving and Hair Removal Products

                                                                                  • Usage of shaving and hair removal products rises
                                                                                    • Figure 39: Usage of shaving and hair removal products, June 2018 and January 2020
                                                                                  • Men use a wide range of products for their shaving routines
                                                                                    • Figure 40: Usage of shaving and hair removal products, by gender, January 2020
                                                                                  • Adults aged 25-34 use a wide range of products
                                                                                    • Figure 41: Usage of shaving and hair removal products, by age, January 2020
                                                                                  • Hispanic adults focus on skin health
                                                                                    • Figure 42: Usage of select shaving and hair removal products, by race and Hispanic origin, January 2020
                                                                                • Attitudes and Behaviors toward Shaving and Hair Removal Products

                                                                                  • Adults want brands to facilitate waste-free routines
                                                                                    • Figure 43: Attitudes and behaviors toward shaving and hair removal products, January 2020
                                                                                    • Figure 44: Instagram post of Gillette Razor Recycling Program
                                                                                  • Young adults want to make eco-conscious purchases
                                                                                    • Younger adults are moving away from gendered products
                                                                                      • Figure 45: Attitudes and behaviors toward shaving and hair removal products, by age, January 2020
                                                                                  • Shaving and Hair Removal Routines

                                                                                    • Adults use products as-needed
                                                                                      • Those who use professional services will need to find alternatives due to COVID-19
                                                                                        • Figure 46: Shaving and hair removal routines, January 2020
                                                                                      • Men shave frequently, while women remove hair as-needed
                                                                                        • Figure 47: Flamingo Mons Mist
                                                                                        • Figure 48: Select shaving and hair removal routines, by gender, January 2020
                                                                                      • Younger adults take a relaxed approach to hair removal
                                                                                        • Figure 49: Select shaving and hair removal routines, by age, January 2020
                                                                                      • Black men are highly invested in their facial hair grooming routines
                                                                                        • Figure 50: Shaving and hair removal routines, by race and Hispanic origin, January 2020
                                                                                    • Trial and Interest in Product Innovations

                                                                                      • Innovations that go beyond functional benefits garner strong interest
                                                                                        • Tapping into skincare trends is a must
                                                                                          • Figure 51: OUI the People’s Sugarcoat
                                                                                        • Embrace gender neutrality
                                                                                          • Consumers want solutions to plastic pollution
                                                                                            • Figure 52: Trial and interest in product innovations, January 2020
                                                                                          • Women want skin-improving products, not gendered-products
                                                                                            • Figure 53: Trial and interest in select product innovations, any trial or interest (net), by gender, January 2020
                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Sales data
                                                                                              • Consumer survey data
                                                                                                • Consumer qualitative research
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                    • Appendix – The Market

                                                                                                        • Figure 54: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2014-24
                                                                                                        • Figure 55: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014-19
                                                                                                        • Figure 56: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2017 and 2019
                                                                                                    • Appendix – Retail Channels

                                                                                                        • Figure 57: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2017 and 2019
                                                                                                        • Figure 58: US supermarket sales of shaving and hair removal products, at current prices, 2014-19
                                                                                                        • Figure 59: US drugstore sales of shaving and hair removal products, at current prices, 2014-19
                                                                                                        • Figure 60: US sales of shaving and hair removal products through other retail channels, at current prices, 2014-19
                                                                                                    • Appendix – Key Players

                                                                                                        • Figure 61: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                        • Figure 62: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                        • Figure 63: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                        • Figure 64: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                        • Figure 65: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2019 and 2020

                                                                                                    About the report

                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                    • The Consumer

                                                                                                      What They Want. Why They Want It.

                                                                                                    • The Competitors

                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                    • The Market

                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                    • The Innovations

                                                                                                      New Ideas. New Products. New Potential.

                                                                                                    • The Opportunities

                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                    • The Trends

                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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