Description

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

Category shoppers express limited loyalty to brands and products, as 83% are willing to try different brands and/or products. While consumers’ openness to brand-switching is encouraging for newer and less familiar brands, it indicates challenges for mainstream brands trying to entice loyalty with customers.

The shaving and hair removal market enjoys strong penetration, as nearly all consumers use at least one hair removal product. However, the advent of COVID-19 caused consumers to limit their interactions outside the home, leading to an even more relaxed approach to shaving and hair removal.

Increased usage of professional laser hair removal and electrolysis present challenges for the at-home market, as the long-lasting results from these services can impact consumers’ overall need for at-home hair removal products.

Whether it’s expanding product portfolios to include products designed to nurture facial and/or body hair (eg beard oil, body hair conditioner) or highlighting alternative benefits from maintaining a shaving and hair removal routine (eg remove dead skin, easier to apply skincare products), there are opportunities for brands to boost category engagement.

Read on to discover more or take a look at our other U.S Beauty and Personal Care market research.

Quickly Understand

  • The impact of COVID-19 on consumer behavior and the shaving and hair removal market.
  • How usage trends impact the shaving and hair removal market.
  • How brands in the space are renovating offerings to stand out from the competition.
  • How brands can influence consumers to look beyond the functional nature of the category.
  • US shaving market size.

Covered in this report

Areas discussed: 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.

Brands featured: Harry’s, Billie, Gillette, Cremo Company, Waksé, Van Der Hagen, Marram Co, Skintimate, Gillette Venus, Schick, Dollar Shave Club, Veet, Tweezerman, Dove and more.

 

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.

The shaving and hair removal market is highly price sensitive and was already on a sluggish trajectory before COVID-19, which can partially be attributed to consumers’ relaxed approach to shaving and hair removal routines, leading to less frequent usage of products. Shelter-in-place orders enacted during the pandemic caused consumers to take an even more relaxed approach to routines. Focusing on benefits beyond hair removal, particularly those related to skincare and efficacy (eg improved application of other skincare products), may not only help lift sales in the near term but also increase category potential for the longer term

Olivia Guinaugh
Home & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2015-25
    • Opportunities and challenges
    • Offer at-home products that serve as a complement for professional services
      • Figure 2: Usage of select professional hair removal services, January 2020 and January 2021
    • Renovate the hair removal experience
    • Communicate a stronger beauty positioning to reach women
    • Offer a higher level of personalization
    • Utilize social media and partner with influencers that align with brand values
    • Increase loyalty by expanding product offerings
      • Figure 3: Select shopping behaviors, January 2021
  3. The Market – Key Takeaways

    • Shaving and hair removal market takes a short-term hit due to COVID-19
    • Nearly all segments see declining sales; electric razors are having a moment
    • People are taking an even more relaxed approach to hair removal routines
  4. Market Size and Forecast

    • Shaving and hair removal market takes a short-term hit due to COVID-19
      • Figure 4: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2015-25
      • Figure 5: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2015-25
    • Impact of COVID-19 on shaving and hair removal
      • Figure 6: Short-, medium- and long-term impact of COVID-19 on shaving and hair removal, May 2021
  5. Segment Performance

    • Nearly all segments see declining sales, particularly disposables
      • Figure 7: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2015-25
    • Electric razors and trimmers are having a moment
      • Figure 8: Estimated multi-outlet sales of electric razors, 2015-2020 (est)
  6. Market Factors

    • People are taking an even more relaxed approach to hair removal routines
      • Figure 9: Usage frequency, January 2020 and January 2021
  7. Companies and Brands – Key Takeaways

    • Smaller players continue to steal market share from leading companies
    • Expand offerings and elevate experiences; destigmatize “pubic”; focus on values
    • Identify alternative benefits; be an asset to eyebrows; utilize social media
  8. Market Share

    • Smaller players continue to steal market share from leading companies
    • Sales of shaving and hair removal products by company
      • Figure 10: Multi-outlet sales of shaving and hair removal, by leading companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Expand product offerings to boost engagement
      • Figure 11: Instagram posts from Harry’s, March 2020 and February 2021
      • Figure 12: Instagram posts from Billie, July 2020
    • Cater to both bearded and clean-shaven men
      • Figure 13: Instagram posts from Gillette and Cremo, June 2020, May 2020 and July 2020
    • Elevate the hair removal experience
    • Who says hair removal routines can’t be fun?
      • Figure 14: Waksé’s Hard Wax Pops, January 2021
      • Figure 15: Van Der Hagen’s Cooling Shave Gel and Self Heating Shave Cream, April 2021 and March 2021
    • Bring self-care themes into shaving and hair removal routines
      • Figure 16: Instagram post from Marram Co, July 2018
      • Figure 17: Instagram posts from Skintimate, April 2020 and March 2021
    • Gillette Venus aims to empower and destigmatize pubic hair removal
      • Figure 18: Instagram post from Gillette Venus, March 2021
    • Be the brand people are proud to buy from
      • Figure 19: Instagram post about Schick Xtreme’s shave the day game, August 2020
  10. Market Opportunities

    • Identify alternative benefits of body hair removal
      • Figure 20: Motivations for body hair removal, January 2021
      • Figure 21: Blog post from Dollar Shave Club
      • Figure 22: Instagram posts about Gillette’s Venus Radiant Skin razor, March and April 2021
    • Design products for men’s body hair needs
      • Figure 23: Body hair removal with at-home products, by select areas, by age and gender, January 2021
      • Figure 24: Instagram post from James Haskell, September 2019
      • Figure 25: select reasons for body hair removal, by age and gender, January 2021
    • Be an asset for eyebrow maintenance
      • Figure 26: Instagram posts from Tweezerman, April 2020 and February 2021
    • Utilize social media and find influencers that align with brand values
      • Figure 27: Instagram post from Dove, May 2021
    • TikTok is a must for brands trying to reach Gen Z
      • Figure 28: Instagram posts from Flamingo, April 2021
  11. The Consumer – Key Takeaways

    • Growth of professional services suggests challenges for at-home market
    • Relaxed grooming routines drive down razor usage
    • Innovation is needed in the shaving and hair removal product space
    • Shift communication strategies to look beyond the functional nature of hair removal
    • Increase loyalty by expanding product offerings
    • Interest in innovation outweighs trial; offer a higher level of personalization
  12. At-Home Hair Removal vs Professional Hair Removal Services

    • At-home hair removal dominates but relaxed approach is driving sluggish sales
      • Figure 29: Hair removal area, by location, January 2021
    • More inclusivity is needed in the hair removal space
      • Figure 30: Professional hair removal – select areas, by race and Hispanic origin, January 2021
      • Figure 31: Instagram posts about Harry’s and Flamingo’s plan to be more inclusive
    • Capitalize on the uptick of people taking a DIY approach
      • Figure 32: Usage of professional waxing and beard/facial hair grooming services, January 2020 and January 2021
      • Figure 33: Instagram post from Waksē, May 2020
      • Figure 34: Instagram posts from Parissa, March 2021 and April 2021
    • Increased usage of premium services presents challenges and opportunities
      • Figure 35: Usage of select professional hair removal services, January 2020 and January 2021
      • Figure 36: Instagram post about Kenzzzi’s laser hair removal product
      • Figure 37: Gone Girl Soothing Gel
    • Some adults aged 18-44 are willing to invest in pricey hair removal services
      • Figure 38: Types of professional hair removal services, by age, January 2021
  13. Usage of Razors

    • Relaxed grooming routines drive down razor usage
      • Figure 39: Usage of razors, any razor (net), January 2020 and January 2021
    • Expand product options to better reach men; address “pink tax”
      • Figure 40: Multi-outlet sales of King C Gillette non-disposable razors, rolling 52 weeks 2021
      • Figure 41: Usage of razors, by gender, January 2021
      • Figure 42: Instagram posts from Billie and Flamingo, December 2017 and April 2019
    • Capture young adults’ attention with sustainable yet affordable razors
      • Figure 43: Schick Xtreme3 Eco-Glide razor, March and April 2021
      • Figure 44: Usage of select razors, by age, January 2021
    • Offer razors designed for Black adults’ specific grooming needs
      • Figure 45: Usage of razors, by race and Hispanic origin, January 2021
  14. Usage of Shaving and Hair Removal Products

    • Innovation is needed in shaving and hair removal product space
      • Figure 46: Usage of shaving and hair removal products, January 2020 and January 2021
    • Incorporate ingredients making inroads in skincare
      • Figure 47: Olay bodycare products
      • Figure 48: Instagram post about Neutrogena’s HydroBoost shampoo, March 2021
    • Tap into self-care themes to boost women’s usage of shaving products
      • Figure 49: Instagram posts about Skintimate’s Good Vibes campaign, May 2021
      • Figure 50: Usage of select shaving and hair removal products, by gender, January 2021
    • Adults aged 18-44 use more than just the essentials
      • Figure 51: Usage of select shaving and hair removal products, by age, January 2021
  15. Attitudes and Behaviors toward Shaving and Hair Removal

    • Shift communication strategies to look beyond functional nature of hair removal
      • Figure 52: Attitudes and behaviors toward shaving and hair removal, January 2021
    • Be more than just a shaving and hair removal solution
    • Leverage a stronger beauty positioning to reach women
      • Figure 53: Select attitudes and behaviors toward shaving and hair removal, by gender, January 2021
    • Build connections through authentic content
    • Capture attention with multisensory products
      • Figure 54: Instagram post from Waksé, January 2021
      • Figure 55: Select attitudes and behaviors toward shaving and hair removal, by age, January 2021
  16. Shopping Behaviors

    • Increase loyalty by expanding product offerings
      • Figure 56: Shopping behaviors, January 2021
    • The value gap between private label and name brands continues to close
      • Figure 57: Store brand products work just as well as name brand products, January 2021
      • Figure 58: Flamingo Desert Rose & Silver Razor Kit and CVS Pharmacy Beauty 360 Blissfully Smooth Razor
    • Take notes from DTC brands on building loyalty
      • Figure 59: Select shopping behaviors, January 2021
    • Eco-ethical is top-of-mind for young adults, but affordability is still key
      • Figure 60: Select shopping behaviors, by age, January 2021
  17. Interest in Product Innovations

    • Interest in innovation outweighs trial
      • Figure 61: Interest in select product innovations, January 2021
    • Offer a higher level of personalization
      • Figure 62: Interest in products designed for specific skin and hair types, January 2021
    • Cater to both women who remove body hair and those who embrace it
      • Figure 63: Interest in select product innovations, any interest (net), by gender, January 2021
      • Figure 64: Instagram post about Flamingo’s Bush 2020 campaign
    • Balance eco-friendly with convenience
      • Figure 65: Interest in select product innovations, any interest (net), by age, January 2021
      • Figure 66: Instagram post from Planet KIND from Gillette, April 2021
      • Figure 67: Kai Group’s Paper Razor
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – The Market

      • Figure 68: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2015-25
      • Figure 69: Average household spending on shaving and hair removal products, 2015-20
      • Figure 70: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2018 and 2020
      • Figure 71: Total US retail sales and forecast of refill cartridges, at current prices, 2015-25
      • Figure 72: Total US retail sales and forecast of disposable razors, at current prices, 2015-25
      • Figure 73: Total US retail sales and forecast of non-disposable razors, at current prices, 2015-25
      • Figure 74: Total US retail sales and forecast of shaving cream, at current prices, 2015-25
      • Figure 75: Total US retail sales and forecast of depilatories, at current prices, 2015-25
  20. Appendix – Retail Channels

      • Figure 76: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2015-20
      • Figure 77: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2018 and 2020
  21. Appendix – Key Players

      • Figure 78: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 79: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 80: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 81: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 82: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 83: Multi-outlet sales of electric razors, by leading companies and brands, rolling 52 weeks 2020 and 2021

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