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US Shaving and Hair Removal market report

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 market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household Care Analyst sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The shaving and hair removal market continues to struggle due to a highly saturated landscape as well as consumers taking a value-driven mindset to shopping the category. Estimated 2016 sales of $3.8 billion represent a 3% decrease from 2015, as consumers opt for lower-priced options and turn to retailers that offer value and convenience such as online or subscription services. Mintel forecasts that sales will remain flat over the next five years, as market competition remains. Rebecca Cullen
Household Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

For the purposes of this Report, the shaving and hair removal market has been segmented as follows:

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

Excluded from the market size, segment performance, and brand sections of this Report are:

  • Electric shavers, personal trimmers, and grooming scissors
  • Aftershave, skin conditioners, and other products for post-shaving use
  • Professional/salon hair removal services

However, usage of electric razors, trimmers, and skin treatment products are covered in the consumer sections of this Report.

What you get

What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Shaving and hair removal market continues to decline
            • Figure 1: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2013-23
          • Consumers turn to lower-priced razors
            • Figure 2: Usage of razors, June 2018
          • Aging population presents challenges as hair removal needs lessen with age
            • Figure 3: Usage of select razors and products, by age, June 2018
          • Younger women feel less pressure to shave
            • Figure 4: Attitude toward women having underarm hair, by gender and age, June 2018
          • The opportunities
            • Eco-friendly razors have potential
              • Figure 5: Any trial or interest (net) in eco-friendly products and select attitude toward disposable razors, June 2018
            • Male facial hair trends increase need for maintenance tools
              • Figure 6: Select attitudes and behaviors toward shaving and hair removal, by male and age, June 2018
            • What it means
            • The Market – What You Need to Know

              • Shaving and hair removal market continues to struggle
                • All segments see declines; price competition challenges refill cartridges
                  • Shaving and hair removal trends impact product usage
                    • Online retailers, subscription services, and population trends impact market
                    • 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 products market, at current prices, 2013-23
                        • Figure 8: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2013-23
                    • Market Breakdown

                      • All segments experience declining sales
                        • Figure 9: Share of shaving and hair removal products sales, by segment, 2018 (est)
                      • Refill cartridges challenged by price sensitivity
                        • Figure 10: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2016 and 2018
                      • Other retailers continue to dominate the market
                        • Figure 11: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2013-18
                    • Market Perspective

                      • Shaving and hair removal trends impact product usage
                        • Women are feeling less pressure to remove body hair
                          • Young men are taking a relaxed approach to shaving but still need maintenance tools
                            • Figure 12: Select attitudes and behaviors toward shaving and hair removal, by gender and age, June 2018
                        • Market Factors

                          • Online retailers and subscription services disrupt category
                            • An aging population presents market challenges
                              • Figure 13: Population aged 18 or older, by age, 2013-23
                            • Market can benefit from growth in the population of Hispanics
                              • Figure 14: Population by race and Hispanic origin, 2013-23
                          • Key Players – What You Need to Know

                            • P&G continues to dominate but all leading companies see declines
                              • Harry’s expands its reach; BiC non-disposable razor experiences gains
                                • Refill cartridges struggle; other innovations challenge depilatories
                                  • Eco-friendly razors, body hair products, and shower-free razors have potential
                                  • Company and Brand Sales of Shaving and Hair Removal Products

                                    • P&G continues to dominate but all leading companies see declines
                                      • Manufacturer sales of shaving and hair removal products
                                        • Figure 15: Sales of shaving and hair removal products, by leading companies, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Harry’s sees gains after expanding distribution
                                        • Figure 16: MULO sales of select Harry’s products, rolling 52 weeks 2017 and 2018
                                      • BiC experiences significant gains in non-disposable razors segment
                                        • Figure 17: MULO sales of Gillette and BiC non-disposable razors, rolling 52 weeks 2017 and 2018
                                    • What’s Struggling?

                                      • Disposables and shopping behaviors challenge refill cartridges
                                        • Figure 18: Percent change in value and volume sales of refill cartridges, 2014-18
                                      • Innovations from other categories create competition for depilatories
                                        • Figure 19: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • What’s Next?

                                      • Eco-friendly razors are taking the spotlight
                                        • Products that nourish female body hair is becoming a must for brands
                                          • Figure 20: Meet Fur Oil, October 2017
                                        • Razors that provide a shower-free shaving experience have potential
                                        • The Consumer – What You Need to Know

                                          • Usage of razors is nearly universal
                                            • Half of adults report usage of shaving cream; tweezers gain usage
                                              • Most purchases made in-store, but online channels have momentum
                                                • Adults see value in shaving preparation products and disposables
                                                  • Shoppers are convenience and price-driven
                                                    • Gender-based differences are prevalent in hair removal expectations
                                                      • Eco-friendly appeals, though most innovations generate limited interest
                                                      • Usage of Razors

                                                        • Usage of razors is nearly universal
                                                          • Figure 21: Usage of razors, June 2018
                                                        • Men use premium razors, women take a value-driven approach
                                                          • Figure 22: Usage of razors, by gender, June 2018
                                                        • Life stage plays a role in razor usage
                                                          • Figure 23: Usage of razors, by age, June 2018
                                                        • Hispanics use a variety of razors, while Black adults stick to disposables
                                                          • Figure 24: Usage of razors, by race and Hispanic origin, June 2018
                                                      • Usage of Shaving and Hair Removal Products

                                                        • Half of adults use shaving cream; tweezers gain usage
                                                          • Figure 25: Usage of shaving and hair removal products, June 2018
                                                        • There is a gender divide in usage of shaving and hair removal products
                                                          • Figure 26: Usage of select shaving products, by gender, June 2018
                                                        • Younger adults use a wide range of products
                                                          • Figure 27: Usage of select shaving products, by age, June 2018
                                                        • Hispanics are highly engaged; Black adults stick to the necessities
                                                          • Figure 28: Usage of select shaving products, by race and Hispanic origin, June 2018
                                                      • Retailers Shopped

                                                        • Most purchases made in-store, but online channels have momentum
                                                          • Figure 29: Retailers shopped, June 2018
                                                          • Figure 30: In-store vs online, June 2018
                                                        • Men make category purchases online
                                                          • Figure 31: Select retailers shopped, by gender, June 2018
                                                          • Figure 32: In-store vs online, by gender, June 2018
                                                        • Younger adults shop online, yet seek discounts from in-store retailers
                                                          • Figure 33: Select retailers shopped, by age, June 2018
                                                          • Figure 34: In-store vs online, by age, June 2018
                                                        • Black adults gravitate toward discount retailers
                                                          • Figure 35: Select retailers shopped, by race and Hispanic origin, June 2018
                                                      • Shopping Behaviors

                                                        • Shoppers are convenience and price-driven, some notice the pink tax
                                                          • Figure 36: Shopping behaviors, June 2018
                                                        • Women are value-driven
                                                          • Men and women both want retailers to expand selection in-store
                                                            • Figure 37: Select shopping and purchase attitudes, by gender, June 2018
                                                          • Young adults want more offerings, older adults stick to same brand
                                                            • Figure 38: Select shopping and purchase attitudes, by age, June 2018
                                                          • Black adults seek specific brands
                                                            • Figure 39: Select shopping and purchase attitudes, by race and Hispanic origin, June 2018
                                                        • Attitudes toward Shaving and Hair Removal Products

                                                          • Adults see value in shaving preparation products and disposables
                                                            • Figure 40: Attitudes toward shaving and hair removal products, June 2018
                                                          • Men’s attitudes toward shaving products reflects high engagement
                                                            • Figure 41: Select attitudes toward shaving and hair removal products, by gender, June 2018
                                                          • Young adults have some negative perceptions toward disposable razors
                                                            • Figure 42: Select attitudes toward shaving and hair removal products, by age, June 2018
                                                          • Black adults have positive perceptions of disposable razors
                                                            • Figure 43: Select attitudes toward shaving and hair removal products, by race and Hispanic origin, June 2018
                                                        • Attitudes and Behaviors toward Shaving and Hair Removal

                                                          • Gender-based differences are prevalent in hair removal expectations
                                                            • Figure 44: Attitudes and behaviors toward shaving and hair removal, June 2018
                                                          • Men shave more frequently than women
                                                            • Figure 45: Select attitudes and behaviors toward shaving and hair removal, by gender, June 2018
                                                          • There is a generational shift in the expectations of hair removal
                                                            • Figure 46: Select attitudes and behaviors toward shaving and hair removal, by age, June 2018
                                                          • Black men keep facial hair looking well-groomed
                                                            • Figure 47: Select attitudes and behaviors toward shaving and hair removal, by race and Hispanic origin, June 2018
                                                        • Interest in Shaving and Hair Removal Innovations

                                                          • Eco-friendly appeals, though most innovations generate limited interest
                                                            • Figure 48: Interest in shaving and hair removal innovations, June 2018
                                                          • Young adults express interest in a variety of innovations
                                                            • Figure 49: Interest in select shaving and hair removal innovations, any trial or interest (net), by gender and age, June 2018
                                                          • Hispanics are drawn to eco-friendly innovations
                                                            • Figure 50: Interest in select shaving and hair removal innovations, any trial or interest (net), by race and Hispanic origin, June 2018
                                                        • Appendix – Data Sources and Abbreviations

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

                                                                        • Figure 51: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2013-23
                                                                        • Figure 52: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2013-23
                                                                        • Figure 53: Total US retail sales and forecast of refill cartridges, at current prices, 2013-23
                                                                        • Figure 54: Total US retail sales and forecast of disposable razors, at current prices, 2013-23
                                                                        • Figure 55: Total US retail sales and forecast of non-disposable razors, at current prices, 2013-23
                                                                        • Figure 56: Total US retail sales and forecast of shaving cream, at current prices, 2013-23
                                                                        • Figure 57: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2013-18
                                                                        • Figure 58: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2016 and 2018
                                                                    • Appendix – Key Players

                                                                        • Figure 59: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                        • Figure 60: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                        • Figure 61: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                        • Figure 62: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                        • Figure 63: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2017 and 2018