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Description

Description

Performance in the shaving and hair removal market has been lackluster due to a saturated landscape, increasing competition from subscription services and online retailers, and a value-driven mindset among adults. Interest in skin-added benefits can present opportunities for brands to better reach consumers and offset category frustrations, while smart features that improve razor performance may encourage increased consumer spend.
- Rebecca Cullen, Home & Personal Care Analyst

This report will cover the following areas:

  • Consumers opt for lower-priced options, aging population presents challenges
  • Consumers price driven, limited brand loyalty

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Shaving and hair removal market remains flat
            • Figure 1: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2011-21
          • The issues
            • Consumers opt for lower-priced options, aging population presents challenges
              • Figure 2: Select shaving and hair removal product usage, by age, January 2017
            • Consumers price driven, limited brand loyalty
              • Figure 3: Select shopping and purchase attitudes, January 2017
            • The opportunities
              • Capitalize on shifting shaving trends
                • Figure 4: Select attitudes toward facial hair and any trial and interest (net) in razors designed for female face, January 2017
              • Skin-added benefits could encourage shaving prep purchases
                • Figure 5: Skin frustrations and any trial and interest (net) in shaving prep product innovations, January 2017
              • Razor technology to encourage consumers to trade up
                • Figure 6: Razor performance frustrations and any trial and interest (net) in razor innovations, January 2017
              • What it means
              • The Market – What You Need to Know

                • Market struggles amid value-driven mindset
                  • Non-disposable razors only segment to see growth in 2016
                    • Men embrace facial hair while women embrace body hair
                      • E-commerce, subscription services disrupt category
                      • Market Size and Forecast

                        • Shaving and hair removal market continues to struggle
                          • Figure 7: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2011-21
                          • Figure 8: Total US sales and fan chart forecast of shaving and hair removal market, at current prices, 2011-21
                      • Market Breakdown

                        • Non-disposable razors only segment to experience growth
                          • Figure 9: Share of sales of shaving and hair removal products, by segment, 2016 (est)
                          • Figure 10: Percentage change in sales of shaving and hair removal products, by segment, 2015-16 (est)
                        • Shaving and hair removal sales struggle across all retail channels
                          • Figure 11: Total US retail sales of shaving and hair removal, by channel, at current prices, 2014 and 2016
                      • Market Perspective

                        • Adults spend personal care budget elsewhere
                          • Figure 12: Percentage change in US retail sales of personal care products, by category, at current prices, 2016*
                        • Shifting shaving trends: increasing acceptance of hair
                          • Shaving prep products face increased competition
                            • Figure 13: Share of shaving and hair removal product launches, by product type, 2012-17*
                        • Market Factors

                          • Subscription services, online retail disrupt the category
                            • Despite growing overall population, older adults may temper market
                              • Figure 14: Population by age, 2012-22
                          • Key Players – What You Need to Know

                            • P&G dominates sales, private label experiences gains
                              • Gillette leads non-disposables, sensitive claims reach consumers
                                • Depilatories, shaving creams struggle in saturated market
                                  • Razors incorporate old and smart technology, natural claims in demand
                                  • Manufacturer Sales of Shaving and Hair Removal

                                    • P&G continues to dominate sales, private label steals share
                                      • Manufacturer sales of shaving and hair removal
                                        • Figure 15: MULO sales of shaving and hair removal products, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Gillette leads non-disposable segment, sparks razor wars
                                        • Non-disposables, refills with sensitive-claims experience success
                                        • What’s Struggling?

                                          • Mass brands struggle amid value-driven mindset
                                            • Depilatories face negative perceptions, shaving cream lags
                                            • What’s Next?

                                              • Resurgence of single-blade razors
                                                • Interest in natural claims could reach shoppers
                                                  • Razor technology shake up market
                                                    • Expanding men’s grooming routine
                                                    • The Consumer – What You Need to Know

                                                      • Disposable razors most used
                                                        • Despite benefits of non-disposables, shoppers aren’t always willing to spend
                                                          • Skin discomfort, razor performance are main category concerns
                                                            • Younger men more likely to embrace facial hair, trends
                                                              • Positive perceptions of store brands and willingness to switch challenge loyalty
                                                                • Despite functional nature of category, product innovations hold appeal
                                                                • Shaving and Hair Removal Product Usage

                                                                  • Price and convenience drive product usage
                                                                    • Razor usage
                                                                      • Shaving and other hair removal product usage
                                                                        • Figure 16: Shaving and hair removal products used in the past 12 months, January 2017
                                                                        • Figure 17: Repertoire of shaving and hair removal products used in the past 12 months, January 2017
                                                                      • Young adults, men are core demographics
                                                                        • Figure 18: Select shaving and hair removal products used in the past 12 months, by gender and age, January 2017
                                                                      • Hispanics highly engaged in market
                                                                        • Figure 19: Select shaving and hair removal products used in the past 12 months, by Hispanic origin, January 2017
                                                                    • Non-disposable and Disposable Razor Attributes

                                                                      • Disposable offers convenience, non-disposable offers performance
                                                                        • Figure 20: Walmart Email ad, Gillette Mach3 non-disposable razor, 2016
                                                                        • Figure 21: Schick Quattro YOU disposable razor print ad, March 2017
                                                                        • Figure 22: Non-disposable and disposable razor attributes, January 2017
                                                                      • Younger adults more receptive to benefits of non-disposable razors
                                                                        • Figure 23: Select non-disposable razor attributes, by age, January 2017
                                                                      • Non-disposable brands challenged to stand out
                                                                        • Figure 24: Select non-disposable and disposable razor attributes, by household income, January 2017
                                                                    • Category Frustrations

                                                                      • Skin discomfort at the root of most category frustrations
                                                                        • Figure 25: Category frustrations, January 2017
                                                                      • Women, young adults express dissatisfaction with shaving experience
                                                                        • Figure 26: Select category frustrations, by gender and by age, January 2017
                                                                      • Focus on in-grown hairs to reach Hispanic, Black adults
                                                                        • Figure 27: In-grown hair frustrations, by race and Hispanic origin, January 2017
                                                                    • Men’s Attitudes toward Shaving and Facial Hair

                                                                      • Men embrace facial hair
                                                                        • Figure 28: Men’s attitudes toward shaving and hair removal, January 2017
                                                                      • Facial hair more prevalent among younger men
                                                                        • Figure 29: Select men’s attitudes toward shaving and hair removal, by age, January 2017
                                                                      • Black men shave when necessary, find skin benefits to shaving
                                                                        • Figure 30: Select men’s attitudes toward shaving and hair removal, by African American origin, January 2017
                                                                    • Shopping and Purchase Attitudes

                                                                      • Adults open to different products, some find benefits to online
                                                                        • Figure 31: Shopping and purchase attitudes, January 2017
                                                                      • Women interested in testing products, men seek simplified shopping
                                                                        • Figure 32: Dollar Shave Club “Security” ad, November 2014
                                                                        • Figure 33: Select shopping and purchase attitudes, by gender, January 2017
                                                                      • Adults 18-44, Hispanics conduct research, turn to online and services
                                                                        • Figure 34: Select shopping and purchase attitudes, by age and by Hispanic origin, January 2017
                                                                    • Trial and Interest in Product Innovations

                                                                      • Ingredient claims, multifunctional appeals to consumers
                                                                        • Figure 35: Trial and interest in shaving and hair removal innovations- any trial or interest (net), January 2017
                                                                        • Figure 36: Trial and interest in shaving and hair removal innovations, January 2017
                                                                      • Younger consumers open to new product offerings and innovations
                                                                        • Figure 37: Trial and interest in multifunctional, premium, and skin benefit innovations- any trial or interest (net), by gender and age, January 2017
                                                                        • Figure 38: Trial and interest in technology and customized innovations- any trial or interest (net), by gender and age, January 2017
                                                                      • Ingredient claims, customization could reach multicultural adults
                                                                        • Figure 39: Trial and interest in select shaving and hair removal innovations - any trial or interest (net), by race and Hispanic origin, January 2017
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                • Appendix – Market

                                                                                    • Figure 40: Percentage of shaving and hair removal products making moisturizing, natural, and sensitive skin claims, 2012-17*
                                                                                    • Figure 41: Usage of razors, by type, August 2011-September 2016
                                                                                  • Market Breakdown
                                                                                    • Figure 42: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2011-21
                                                                                    • Figure 43: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2011-21
                                                                                    • Figure 44: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2014 and 2016
                                                                                    • Figure 45: Total US retail sales and forecast of refill cartridges, at current prices, 2011-21
                                                                                    • Figure 46: Total US retail sales and forecast of disposable razors, at current prices, 2011-21
                                                                                    • Figure 47: Total US retail sales and forecast of non-disposable razors, at current prices, 2011-21
                                                                                    • Figure 48: Total US retail sales and forecast of shaving cream, at current prices, 2011-21
                                                                                    • Figure 49: Total US retail sales and forecast of depilatories, at current prices, 2011-21
                                                                                  • Retail Channels
                                                                                    • Figure 50: Total US retail sales of shaving and hair removal, by channel, at current prices, 2011-16
                                                                                • Appendix – Key Players

                                                                                    • Figure 51: MULO sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 52: MULO sales of disposable razors, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 53: MULO sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 54: MULO sales of shaving cream, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 55: MULO sales of depilatories, by leading companies and brands, rolling 52 weeks 2016 and 2017

                                                                                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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