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Shaving and Hair Removal - UK - October 2018

"As both genders feel the pressure to be hair-free, facial and body hair removal rates have seen a rise, however, the category continues to show a decline in value with little in NPD encouraging people to trade up. The beard trend shows no evidence of waning in 2018 with the razors and blades segment reflecting the impact, whilst savvy shopping behaviours, discounting and the rise in low-cost subscription services have resulted in a more scrupulous shopper."
- Roshida Khanom, Associate Director BPC

This Report looks at the following areas:

  • Hair removal is on the up, but the market is declining
  • The battle of the shaving brands

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • A declining category
              • Figure 1: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2013-23
            • Companies and brands
              • Shaving preparations and depilatories declined in value in 2018
                • Figure 2: Brand shares in the UK shaving preparations and depilatories market, year ending August 2018
              • Gillette dominates razors and blades
                • Figure 3: Brand shares in the UK razors and blades market, year ending August 2018
              • Little in new innovation to entice consumers
                • Figure 4: New product launches in the UK shaving and depilatories market, by product type, January 2015-June 2018
              • The consumer
                • Body hair removal is on the rise
                  • Figure 5: Hair removal areas – Body, June 2016 and June 2018
                • Facial hair removal also sees an increase
                  • Figure 6: Hair removal areas – Face, June 2016 and June 2018
                • Home hair removal is preferred
                  • Figure 7: Places of hair removal, June 2018
                • Shaving is the most popular method
                  • Figure 8: Methods of hair removal, June 2018
                • Frequency of hair removal is on the rise
                  • Figure 9: Change in frequency of hair removal in the last 12 months, June 2018
                • Warm summer may be impacting hair growth
                  • Figure 10: Reasons for change in frequency of hair removal, June 2018
                • Electric hair removal increases in frequency
                  • Figure 11: Changes in usage of hair removal methods in the last 12 months, June 2018
                • Beards should be well groomed
                  • Figure 12: Attitudes towards face and body hair and hair removal, June 2018
                • What we think
                • Issues and Insights

                  • Hair removal is on the up, but the market is declining
                    • The facts
                      • The implications
                        • The battle of the shaving brands
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • The category declines in value
                                • Razors dominate the market
                                  • Discounters and the online channel ride the wave
                                    • Ageing can impact the appearance of facial hair
                                      • Consumers shop cautiously in BPC
                                        • Beards are here to stay
                                        • Market Size and Forecast

                                          • A category in decline
                                            • Figure 13: UK value sales of men’s and women’s shaving and hair removal products, 2013-23
                                          • Long-term decline estimated
                                            • Figure 14: UK best- and worst-case forecast for value sales of shaving and hair removal products, 2013-23
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Razors continue to dominate
                                              • Figure 15: UK retail value sales of men’s and women’s shaving products and depilatories, by segment, year to June 2017 and 2018
                                            • Electric hair removal shows a decline
                                              • Depilatories show biggest decline
                                              • Channels to Market

                                                • Discounters fare well
                                                  • Figure 16: UK retail value sales of shaving and hair removal products, by outlet type, 2016-18 (est)
                                                • Subscriptions are driving the online sector
                                                • Market Drivers

                                                  • Ageing impacts hair
                                                    • Figure 17: Trends in the age structure of the UK population, 2013-23
                                                  • Consumer confidence is on the rise…but consumers remain cautious
                                                    • Figure 18: Beauty/grooming product shopping habits, June 2017 and June 2018
                                                  • The sunshine effect
                                                    • Beards remain in vogue
                                                      • Figure 19: Facial skincare products used by men (NETs), by type of facial hair, May 2018
                                                    • Personalisation opportunities
                                                      • Figure 20: Reasons for interest in personalisation, April 2018
                                                    • Salon hair removal is on the rise
                                                    • Companies and Brands – What You Need to Know

                                                      • Gillette leads value sales
                                                        • NPD sees a decline
                                                          • Men are the focus
                                                            • Speed is important
                                                              • Recorded advertising spend sees a steady rise
                                                                • Dollar Shave Club and Harry’s bring new marketing messages
                                                                  • P&G dominates advertising spend
                                                                    • Usage drives trust
                                                                    • Market Share

                                                                      • L’Oréal sees rise in value
                                                                        • Figure 21: Brand shares in the UK shaving preparations and depilatories market, years ending August 2017 and 2018
                                                                      • Gillette fares well in razors and blades
                                                                        • Figure 22: Brand shares in the UK razors and blades market, years ending August 2017 and 2018
                                                                    • Launch Activity and Innovation

                                                                      • NPD is on the decline
                                                                        • Figure 23: New product launches in the UK shaving and depilatories market, by product type, January 2015-June 2018
                                                                      • Relaunches in razors in 2017
                                                                        • Figure 24: New product launches in the UK shaving and hair removal market, by launch type, January 2015-June 2018
                                                                        • Figure 25: Razor relaunches in 2017
                                                                      • Men’s launches see a rise
                                                                        • Figure 26: Examples of NPD in hair removal products designed for men, 2017 and January-June 2018
                                                                      • Convenience claims see a rise
                                                                        • Figure 27: Top six fastest-growing claims in the UK shaving and hair removal market, 2016-17
                                                                      • Botanical/herbal claims top the list in 2017
                                                                        • Figure 28: Top five claims in the UK shaving and hair removal market, 2017
                                                                      • Razors lead NPD in 2017
                                                                        • Figure 29: New product launches in the UK shaving and hair removal category, by top ultimate companies, 2017
                                                                      • Targeting a wider male consumer
                                                                      • Advertising and Marketing Activity

                                                                        • Steady rise in recorded advertising spend
                                                                          • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by media type, January 2015-July 2018
                                                                        • Dollar Shave Club promotes a ‘woke’ image
                                                                          • Figure 31: Example of a MEL magazine article, August 2017
                                                                        • P&G dominates advertising spend
                                                                          • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by ultimate company, 2017
                                                                        • Electric razors increase in focus
                                                                          • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on shaving and hair removal products, by product category, 2016 and 2017
                                                                        • Nielsen Ad Intel coverage
                                                                        • Brand Research – Women’s

                                                                            • Brand map
                                                                              • Figure 34: Attitudes towards and usage of selected brands, July 2018
                                                                            • Key brand metrics
                                                                              • Figure 35: Key metrics for selected brands, July 2018
                                                                            • Brand attitudes: Gillette Venus and Veet are trusted
                                                                              • Figure 36: Attitudes, by brand, July 2018
                                                                            • Brand personality: BIC Soleil is considered accessible
                                                                              • Figure 37: Brand personality – Macro image, July 2018
                                                                            • Nad’s has a quirky personality
                                                                              • Figure 38: Brand personality – Micro image, July 2018
                                                                            • Brand analysis
                                                                              • Gillette Venus has broad usage
                                                                                • Figure 39: User profile of Gillette Venus, July 2018
                                                                              • Veet is popular with young women
                                                                                • Figure 40: User profile of Veet, July 2018
                                                                              • BIC Soleil appeals to lower incomes
                                                                                • Figure 41: User profile of BIC Soleil, July 2018
                                                                              • Nad’s has low usage
                                                                                • Figure 42: User profile of Nad’s, July 2018
                                                                            • Brand Research – Men’s

                                                                                • Brand map
                                                                                  • Figure 43: Attitudes towards and usage of selected brands, July 2018
                                                                                • Key brand metrics
                                                                                  • Figure 44: Key metrics for selected brands, July 2018
                                                                                • Brand attitudes: BIC offers value for money
                                                                                  • Figure 45: Attitudes, by brand, July 2018
                                                                                • Brand personality: Gillette is accessible
                                                                                  • Figure 46: Brand personality – Macro image, July 2018
                                                                                • House 99 is considered glamorous
                                                                                  • Figure 47: Brand personality – Micro image, July 2018
                                                                                • Brand analysis
                                                                                  • Gillette appeals to older men
                                                                                    • Figure 48: User profile of Gillette, July 2018
                                                                                  • King of Shaves has low usage
                                                                                    • Figure 49: User profile of King of Shaves, July 2018
                                                                                  • BIC shares same basic image as BIC Soleil
                                                                                    • Figure 50: User profile of BIC, July 2018
                                                                                  • House 99 has niche appeal
                                                                                    • Figure 51: User profile of House 99, July 2018
                                                                                • The Consumer – What You Need to Know

                                                                                  • Hair removal is on the rise
                                                                                    • Home hair removal is preferred
                                                                                      • Shaving is popular
                                                                                        • Frequency of hair removal is on the rise
                                                                                          • Electrical hair removal methods are used more
                                                                                            • Beards should be well groomed
                                                                                              • Unfair expectations
                                                                                              • Body Hair Removal

                                                                                                • Body hair removal is on the increase
                                                                                                  • Figure 52: Hair removal areas – Body, June 2016 and June 2018
                                                                                                • Young men are driving the hair-free movement
                                                                                                  • Figure 53: Hair removal from selected body areas amongst men aged 16-24, June 2016 and June 2018
                                                                                                  • Figure 54: BAKblade 2.0, May 2018
                                                                                              • Facial Hair Removal

                                                                                                • Focus on eyebrows and nose
                                                                                                  • Figure 55: Hair removal areas – Face, June 2016 and June 2018
                                                                                                  • Figure 56: September 2018 British Vogue cover, July 2018
                                                                                                • Older men are grooming around the face
                                                                                                  • Figure 57: Male hair removal from eyebrows, nose and ears, by age, June 2018
                                                                                                • Women’s facial hair focal points change with age
                                                                                                  • Figure 58: Female hair removal from jawline/chin and upper lip, by age, June 2018
                                                                                              • Methods of Hair Removal

                                                                                                • Home hair removal trumps the salon
                                                                                                  • Figure 59: Places of hair removal, June 2018
                                                                                                • Young men and women visit the salon
                                                                                                  • Figure 60: Hair removal at the salon, by age and gender, June 2018
                                                                                                • Shaving is preferred
                                                                                                  • Figure 61: Methods of hair removal, June 2018
                                                                                                • Waxing doesn’t suit age
                                                                                                  • Figure 62: Usage of hair removal creams and waxing at home, by age, June 2018
                                                                                              • Changes in Frequency of Hair Removal

                                                                                                • Frequency of hair removal is on the rise
                                                                                                  • Figure 63: Changes in frequency of hair removal in the last 12 months, June 2018
                                                                                                • Women are becoming more relaxed about their bodies but not face
                                                                                                  • Figure 64: Removal of body or facial hair less/more frequently in the last 12 months, all vs females, June 2018
                                                                                                • Young men removing body hair almost as much as young women
                                                                                                  • Figure 65: Body hair removal frequency amongst 16-24s, by gender, June 2018
                                                                                                • Warm summer could be impacting hair growth
                                                                                                  • Figure 66: Reasons for change in frequency of hair removal, June 2018
                                                                                                • Time is important
                                                                                                  • Skincare is driving body hair removal
                                                                                                    • Figure 67: Change in frequency of hair removal for skincare reasons, by body and facial hair removal frequency, June 2018
                                                                                                • Changes in Usage of Hair Removal Methods

                                                                                                  • Electric hair removal increases in frequency
                                                                                                    • Figure 68: Changes in usage of hair removal methods in the last 12 months, June 2018
                                                                                                  • Depilatories are used with other methods
                                                                                                    • Few people are trading up
                                                                                                    • Attitudes towards Face and Body Hair and Hair Removal

                                                                                                      • Beards are chic…but only if they are tidy
                                                                                                        • Figure 69: Attitudes towards face and body hair and hair removal, June 2018
                                                                                                      • Unfair expectations
                                                                                                        • Hair is OK…sometimes
                                                                                                          • Figure 70: Agreement with visible underarm hair being acceptable, by age, June 2018
                                                                                                        • Professional services become more competitive
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                                • Forecast methodology

                                                                                                                Shaving and Hair Removal - UK - October 2018

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