“Consumers are price driven when shopping the shaving category, but they also demand performance and simplicity. Products that deliver improved functionality and convenience while utilizing technology to encourage increased usage could help drive category growth.”
– Shannon Romanowski, Beauty and Personal Care Analyst
Some questions answered in this report include:
- How can brands bring added value to a price-driven category?
- What impact will the aging population have on the shaving and hair removal category?
- What role will technology play in the shaving and hair removal category?
The shaving and hair removal category has experienced minimal growth between 2008 and 2013, due to the competitive nature of the category combined with the price-driven mindset of shoppers. Non-disposable razors and refill cartridges in particular have become increasingly expensive, potentially deterring usage and sending shoppers to lower-priced segments such as disposable razors and private label. In addition, hair removal is viewed as highly functional and an essential part of grooming, as opposed to a category that offers aspirational benefits.
Looking ahead, brands will be challenged to find growth opportunities. However, companies that align new products and marketing communications with the shifting demographics in the category could see success. This includes addressing new users entering the category earlier along with the needs and interests of multicultural consumer groups. Lastly, tapping into women’s interest in longer-lasting and more professional results as well as men’s convenience-driven mindset could boost category growth.
For the purposes of this report, the shaving and hair removal market has been segmented as follows:
Disposable and non-disposable razors—men’s and women’s
Replacement blades and cartridges for non-disposable razors
Shaving creams and gels
Depilatory creams/lotions and waxing products designed for home use
Excluded from the market size, segment performance, and brand sections of this report are:
Electric shavers, trimmers, and grooming scissors
Aftershave, skin conditioners, and other products for post-shaving use
Professional/salon hair removal services.
However, usage of electric razors, trimmers, and skin treatment products are covered in the consumer sections of this report.