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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Shaving and Hair Removal Products market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

  • Disposable and cartridge (non-disposable) razors—men’s and women’s
  • Replacement blades and cartridges for cartridge (nondisposable) razors
  • Shaving creams and gels
  • Depilatory creams/lotions and waxing products designed for home use

What you need to know

Although usage of razors is nearly universal, the value-driven nature of the category, shifting expectations of shaving and hair removal, and increased competition from online retailers and subscription services continue to challenge the category.

Tapping into shifting shaving trends among men and women by expanding offerings could be an opportunity for brands to combat struggling sales. Consumer interest in innovations focused on convenience and sustainability are also important drivers for category growth.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Home & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Over the last few years, consumers, particularly younger adults, have been taking a relaxed approach to their shaving and hair removal routines, contributing to the market's sluggish sales growth. With more americans practicing social distancing and working from home due to shelterin-place orders, consumers will take an even more relaxed approach to their grooming routines, are moving unwanted hair is not perceived as a necessity in today’s covid-19 environment. As a result, the market is expected to take a short-term hit in 2020 as a direct result of the covid-19 outbreak. Once restrictions are lifted and people resume normal routines, typical hair removal behaviors will likely shift back in place, allowing the market to stabilize with continued slow growth. Olivia Guinaugh
Home & Personal Care Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

                                                                                                    About the report

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

                                                                                                    • The Consumer

                                                                                                      What They Want. Why They Want It.

                                                                                                    • The Competitors

                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                    • The Market

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

                                                                                                    • The Innovations

                                                                                                      New Ideas. New Products. New Potential.

                                                                                                    • The Opportunities

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

                                                                                                    • The Trends

                                                                                                      What’s Shaping Demand – Today And Tomorrow.

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

                                                                                                    Description