Description

This report features over 90 pages of in-depth analysis of the shaving products market in the US. Find an unparalleled exploration of the latest market and consumer trends, with opportunities and strategies to capitalize on these.

Below, we summarize the key topics analyzed, and offer handpicked insights from the report.

Key Topics Analyzed in This Report

  • The impact of inflation on consumer behavior and the shaving and hair removal market.
  • How usage trends impact the shaving and hair removal market.
  • How category players are innovating offerings to stand out from the competition.
  • What consumers want from the category and why.

US Shaving Products Market Outlook 2023-2028

The shaving and hair removal products market is expected to remain relatively static in the coming years, with limited retail sales growth despite the rebound from the slight dip due to pandemic lockdowns. Although the essential nature of these products provides stability, it may also limit substantial growth as consumers remain budget-conscious when purchasing within this category and opt to spend more on other BPC and wellness items to meet their self-care goals.

Shaving Products Market Trends

Product usage is stable, but the market may still see shifting purchase behaviors

Razors are the most widely used hair removal product, but with rising costs, consumers are opting for cheaper products and using them less. With evolving perceptions of body hair, trimmers, and dermaplaning are gaining popularity, while tweezers remain popular for facial hair maintenance (see our Facial Skincare Report).

There is mass appeal in physical stores

Almost six in 10 adults shop for shaving and hair removal products in just one channel – with over half opting to do so exclusively in-store. However, nearly half of adults still choose to purchase their shaving products online, with 6% only shopping via this channel.

Opportunities for Brands: Inclusivity is Key

Black adults are an important market for hair removal creams and personal care products, as they overindex in usage. Black consumers prioritize “safe for sensitive skin” claims (as found in our Personal Care Report), and desire natural ingredients. Companies and brands have the opportunity to infuse ingredients and claims that speak to this group’s skin concerns when enticing purchase. See our Black beauty consumer market report for more details.

For a full breakdown of competitive strategies and opportunities in the shaving and hair removal market, buy the full report. Or, browse our extensive BPC market research to find what you’re looking for.

Products and Brands Discussed

Products

  • 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: Gillette, Jay + Glee, Harry’s and Flamingo, Eos, Joy, BIC, Schick, Billie, Edge, Skintimate, Cremo, Barabasol, Pure Silk, Nair, Veet, Sally Hansen, Philips Norelco, Wahl, Braun, Remington, Deo Doc, Wakse, and more.

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Expert Analysis

This report, written by Carson Kitzmiller, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the shaving and hair removal products market and add expert context to the numbers.

The shaving and hair removal market remains stable in terms of usage and consumption thanks to the functionality and essential nature of the category. However, obstacles to growth exist as consumers evaluate their BPC routines through a lens of intentionality, eco-friendly behaviors and budgeting. Even so, opportunities exist to further infuse next-generation benefits into hair removal formats to engage across diverse consumer groups and brands must prove their value beyond functionality to remain integral to daily personal care routines.

Carson Wagner, Senior Beauty & Personal Care Analyst

 

Carson Kitzmiller
Senior Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Consumer trends
    • Product usage is stable, but the market may still see shifting purchase behaviors
      • Figure 1: Product usage (NET), 2021-23
      • Figure 2: Select product usage, by household income, 2023
      • Figure 3: Select behaviors toward hair removal, by age and household income, 2023
    • Long-lasting, convenient and multipurpose products speak to consumer desires
      • Figure 4: Select purchase attitudes and behaviors, 2023
      • Figure 5: Different product usage for different parts of the body, by age, 2023
    • Mass appeal in physical stores
      • Figure 6: Retailers shopped in the last 12 months, 2023
      • Figure 7: Shopping channels (Net), by household income, 2023
    • Competitive strategies
    • Inclusivity takes different shapes
    • Opportunity exists to evolve the women’s market
    • Infuse fun into mundane routines
    • Market predictions
      • Figure 8: Total US sales and fan chart forecast of shaving and hair removal products, at current prices, 2017-27
      • Figure 9: Category outlook, 2023-28
    • Opportunities
    • Take cues from the men’s grooming market
    • Inclusivity can be achieved through a micro-targeted approach
    • Connect minimalist routines and sustainability
  3. Market Size and Forecast

    • Market to remain limited
      • Figure 10: Total US sales and fan chart forecast of shaving and hair removal products, at current prices, 2017-27
      • Figure 11: Total US sales and forecast of shaving and hair removal products, at current prices, 2017-27
      • Figure 12: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2017-27
  4. Segment Performance

    • Non-disposables continue to gain ground over disposable razors
      • Figure 13: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2017-27
      • Figure 14: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2020 and 2022
    • Electric shavers market remains static
      • Figure 15: US multi-outlet sales of electric shavers, at current prices, 2017-22
  5. Market Drivers

    • Expect inflation and cost increases to still impact purchase behaviors
      • Figure 16: Disposable Personal Income change from previous period, 2013-23
      • Figure 17: Consumer Price Index change from previous period, 2013-23
      • Figure 18: Select purchase attitudes and behaviors due to cost increases, 2023
    • Category to likely grow with population growth
      • Figure 19: Population by generation, 2017-27
    • The fine line between consumption and sustainability
      • Figure 20: Leaf razors
  6. Market Share/Key Players

    • Top three players remain unshaken; P&G reigns the top spot
      • Figure 21: Gillette Venus dermaplaning kit
      • Figure 22: Gillette labs Exfoliating bar razor
      • Figure 23: Glee The Face Wax
    • Harry’s and Flamingo find continued success in the non-disposable market
      • Figure 24: Harry’s and Flamingo Face & Body Pride Shave Set, 2022
    • Eos’ skin-first shaving portfolio connects with younger consumers
      • Figure 25: Eos UltraProtect Shave Cream, 2023
    • Sales of shaving and hair removal products by company
      • Figure 26: Multi-outlet sales of shaving and hair removal products, by leading companies, rolling 52 weeks 2022 and 2023
    • Company/brand sales by segment
      • Figure 27: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 28: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 29: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 30: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 31: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 32: Multi-outlet sales of electric shavers, by leading companies and brands, rolling 52 weeks 2022 and 2023*
  7. Competitive Strategies and Market Opportunities

    • Inclusivity takes many shapes in the shaving category
    • Tackle skin concerns with ingredient-first storytelling
      • Figure 33: fur product regimens
    • Catering to Black skin
    • Acceptance of hair… everywhere
      • Figure 34: Amazon prime ad: ‘Tache | It’s on Prime’, 2023
      • Figure 35: ‘Smoothness When You Need It Most: Your Interview’ eos shaving commercial, 2022
    • Getting intimate
      • Figure 36: Gillette Venus for pubic hair and skin
    • Opportunity exists among females within pre- and post-shaving routines
      • Figure 37: Global shaving preparations product launches, targeting male or females, 2018-22
      • Figure 38: Deo Doc shaving trio
      • Figure 39: Schick Hydro Silk dermaplaning routine
    • Infusion of “fun” may bring more eyes to a highly functional category
      • Figure 40: joy+glee product line
      • Figure 41: Wakse at-home waxing
      • Figure 42: Billie Moonbeam glow in the dark razor handle, 2023
  8. The Shaving and Hair Removal Consumer – Fast Facts

  9. Usage of Razors and Shaving Products

    • Product usage remains consistent; disposables still see majority usage
      • Figure 43: Select product usage (NET), 2021-23
    • Take cues from the men’s grooming market
      • Figure 44: Select product usage, by gender, 2023
      • Figure 45: Bushbalm Trimmer Kit
    • Adults aged 18-24 should be prime target to build loyalty
      • Figure 46: Select product usage (net), by age, 2023
    • HHI impacts supplemental product usage
      • Figure 47: Select product usage, by household income, 2023
      • Figure 48: Gillette Venus dermaplaning kit
  10. Usage of Other Hair Removal Products

    • Get men on board with at-home maintenance tools
      • Figure 49: Select product usage (NET), by gender, 2023
      • Figure 50: Nad’s for Men Down Under hair removal cream, January 2023
    • Connect easy-to-use formats and sensitive skin claims to appeal to Black hair removal cream users
      • Figure 51: Usage of hair removal creams or gels, by race and Hispanic origin, 2023
      • Figure 52: Nair roll-on and spray formats
    • At-home waxing an opportunity among younger consumers
      • Figure 53: Select product usage (NET), by age, 2023
      • Figure 54: Flamingo Bikini Hair Wax Kit
  11. Hair Removal Detail

    • Build discretionary categories with all-over claims
      • Figure 55: Hair removal detail, 2023
    • Wide array of formats are appealing for lower body hair removal
      • Figure 56: Shaving and hair removal detail on legs and pubic region, 2023
    • Translate facial shaving claims to the body
      • Figure 57: Select Hair removal detail (NET), by gender, 2023
      • Figure 58: Gillette Intimate men’s pubic hair razor, March 2023
  12. Usage of Professional Hair Removal Services and Hair Removal Detail

    • Bring services and consumer goods together
      • Figure 59: Usage of professional hair removal services by area, 2021-23
    • Premium hair removal services inspire a new wave of consumer-facing NPD
      • Figure 60: Usage of professional hair removal services, by age, 2023
      • Figure 61: Wakse Ultimate Face & Body Waxing Kit
      • Figure 62: Ulike IPL Hair Removal
      • Figure 63: Hydro Silk® Easy Control Sugar Wax Roller
    • Professional beard grooming can elevate to appeal to all ages
      • Figure 64: Professional beard/facial hair grooming usage, by age, 2023
      • Figure 65: Male grooming shops elevated, 2023
  13. Shaving and Hair Removal Routines

    • Bring benefits to the skin to promote further usage
      • Figure 66: Frequency of shaving and hair removal, 2021-23
    • Provide options to lower income consumers
      • Figure 67: Select behaviors towards hair removal, by household income, 2023
    • Prove it with multifunctional products
      • Figure 68: Different product usage for different parts of the body, by age, 2023
  14. Retailers and Channels Shopped

    • It’s still a mass market game
      • Figure 69: Retailers shopped in the last 12 months, 2023
    • In-store strategies should support lower and higher income consumers alike
      • Figure 70: Shopping channels (Net), by household income, 2023
    • Capitalize on parents’ omni-channel purchasing through convenience and replenishment positioning
      • Figure 71: Retailers shopped, by parental status, 2023
      • Figure 72: Shopping channels (NET), by parental status, 2023
      • Figure 73: Athena Club launches at target, March 2023
  15. Purchase Attitudes and Behaviors

    • What defines value?
      • Figure 74: Select purchase attitudes and behaviors, 2023
      • Figure 75: Kitsch safety razor value proposition
    • Minimalist routines and sustainability can go hand in hand
      • Figure 76: Environmentally friendly behaviors, by age, 2023
      • Figure 77: Frank-li sustainable razors features
    • Boost usage by promoting gentleness and skin solutions for multicultural consumers
      • Figure 78: Select attitudes toward hair removal, by race and Hispanic origin, 2023
      • Figure 79: Bevel Shave products
      • Figure 80: Nair Spa Sugar all-over body hair remover
    • Trade-down behavior seen across household incomes and ages
      • Figure 81: Select behaviors toward hair removal, by age and household income, 2023
  16. Appendix – Data Sources and Abbreviations

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

      • Figure 82: Total US sales and fan chart forecast of shaving and hair removal products, worst/best case scenarios, at current prices, 2017-27
      • Figure 83: Average annual household spending on shaving and hair removal products, 2017-22
      • Figure 84: Total US retail sales and forecast of refill cartridges, at current prices, 2017-27
      • Figure 85: Total US retail sales and forecast of refill cartridges, at inflation-adjusted prices, 2017-27
      • Figure 86: Growth of multi-outlet dollar sales and volume sales of refill cartridges, 2017-22
      • Figure 87: Total US retail sales and forecast of disposable razors, at current prices, 2017-27
      • Figure 88: Total US retail sales and forecast of disposable razors, at inflation-adjusted prices, 2017-27
      • Figure 89: Growth of multi-outlet dollar sales and volume sales of disposable razors, 2017-22
      • Figure 90: Total US retail sales and forecast of non-disposable razors, at current prices, 2017-27
      • Figure 91: Total US retail sales and forecast of non-disposable razors, at inflation-adjusted prices, 2017-27
      • Figure 92: Total US retail sales and forecast of shaving cream, at current prices, 2017-27
      • Figure 93: Total US retail sales and forecast of shaving cream, at inflation-adjusted prices, 2017-27
      • Figure 94: Total US retail sales and forecast of depilatories, at current prices, 2017-27
      • Figure 95: Total US retail sales and forecast of depilatories, at inflation-adjusted prices, 2017-27
      • Figure 96: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2017-22
      • Figure 97: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2017-22
      • Figure 98: US supermarket sales of shaving and hair removal products, at current prices, 2017-22
      • Figure 99: US drugstore sales of shaving and hair removal, at current prices, 2017-22
      • Figure 100: US sales of shaving and hair removal through other retail channels, at current prices, 2017-22
  18. Appendix – The Consumer

      • Figure 101: Product Usage (NET), 2021-23
      • Figure 102: Shopping channels (NET), 2023

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