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Description

Description

“Price is the dominant purchase factor in the shaving and hair removal category, with this coupled with a more relaxed approach to hair removal contributing to an ongoing decline in value in the sector. However, consumers show interest in added-value propositions, such as skincare benefits and personalisation indicating NPD opportunities for brands. There is also interest in eco-friendly options suggesting that brands should strengthen their green credentials.”

– Emilia Tognacchini, Junior Research Analyst

This report examines the following issues:

  • Gender neutrality represents an opportunity
  • Personalisation based on skin and hair type appeals to consumers

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
        • Products covered in this Report
        • 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
                    • 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
                                                            • 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
                                                                        • 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
                                                                                    • 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
                                                                                          • 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
                                                                                            • 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
                                                                                                • 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
                                                                                                      • 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
                                                                                                                    • 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
                                                                                                                      • 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
                                                                                                                            • 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
                                                                                                                                • Figure 40: Examples of NPD in own-label shaving preparations, 2019
                                                                                                                            • 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
                                                                                                                                • Figure 47: Harry’s “I am not afraid” Advert, 2019
                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                              • 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 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
                                                                                                                                      • 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
                                                                                                                                                    • 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
                                                                                                                                                          • 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
                                                                                                                                                              • 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
                                                                                                                                                              • 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
                                                                                                                                                                • 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
                                                                                                                                                                  • 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
                                                                                                                                                                    • 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
                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                  • Forecast methodology

                                                                                                                                                                                  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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