Abstract
This report outlines the developing personal grooming requirements of both men and women and describes manufacturers' efforts to provide a suitable range of products not only for those embarking upon a shaving regime, but also for older consumers who have perhaps been neglected in the past.
While the market remains dominated by Gillette both in terms of market share and promotional activity, it discusses how smaller players can play an influential role by adopting a clear market focus on particular target sectors.
Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- A growing market
- Gillette remains the flagship brand
- Heavy investment in product development
- Razors and blades drive promotional spend
- The importance of branding
- Needs of the future
- Internal Market Environment
- Key points:
- Goodbye Samson, Hello Metrosexuals?
- Hair today
- The female of the species
- Seasonality
- Opportunities online
- Broader Market Environment
- Key points:
- Impact of an ageing population
- The dynamics
- Different strokes
- The silver lining
- Affluence
- The work ethic
- Media and the body beautiful
- Magazines miss the male target
- Strengths
- Weaknesses
- Competitive Context
- Key points:
- Shaving products benefit from innovation
- Figure 1: UK retail sales of shaving products, by value, compared to similar sectors, 2002-06
- Shavers more willing to upgrade
- Salon treatments becoming more flexible
- Who' s Innovating?
- Key points:
- Multi-blade motor ahead
- Greater focus on female products
- In need of commitment
- Goodbye vera, hello antioxidants
- See the difference
- Market Value and Forecast
- Key points:
- Hair removal a growing market
- Figure 2: UK retail sales of shaving products, by value, 2002-07
- Wet shave drives market growth
- Figure 3: Retail sales of shaving products, by sector, by value, 2002-06
- Future trends
- Forecast
- Figure 4: UK retail Sales of shaving products, by value, 2002-2012
- Demographic challenge
- The age factor
- New Product Development
- Female hair removal
- Factors used in the forecast
- Segment Performance
- Key points:
- Hardware growth fuelled by new system razors
- Figure 5: UK retail sales of razors and blades, by value, 2002-07
- Figure 6: UK retail sales of razors and blades, by segment, by value, 2002-06
- Slower growth in electric shavers
- Figure 7: UK retail sales of electric shavers, by value, 2002-07
- Software sales strengthen
- Figure 8: UK retail sales of shaving preparations, by value, 2002-07
- Widening range of products available
- Figure 9: UK retail sales of shaving preparations, by segment, by value, 2002-06
- Depilatories
- Figure 10: UK retail sales of depilatories, by value, 2002-07
- Market Share
- Key points:
- Gillette continues to dominate
- Figure 11: Manufacturers' shares of the razors and blades market, by value, 2002-06
- Philips strengthens position
- Figure 12: Manufacturers' shares of the electric shavers market, by value, 2002-06
- Software programmes
- Figure 13: Manufacturers' shares of the shaving preparations market, by value, 2002-06
- Removing the competition
- Figure 14: Manufacturers' shares of the depilatory products market, by value, 2002-06
- Companies and Brands
- Key points:
- Continued innovation from Gillette
- Figure 15: Gillette brand portfolio, July 2007
- Wilkinson Sword
- Figure 16: Wilkinson Sword brand portfolio, July 2007
- BiC
- Figure 17: BiC brand portfolio, July 2007
- Electric shavers
- Philips Domestic Appliances and Personal Care (DAP)
- Figure 18: Philips brand portfolio, July 2007
- Braun
- Figure 19: Braun brand portfolio, July 2007
- Remington
- Figure 20: Remington brand portfolio, July 2007
- Shaving preparations
- Gillette prospering from system approach
- Figure 21: Gillette shaving preparations brand portfolio, July 2007
- King of Shaves
- Figure 22: King of Shaves brand portfolio, July 2007
- Nivea for Men
- Figure 23: Beiersdorf brand portfolio, July 2007
- Other manufacturers
- Depilatories
- Figure 24: Reckitt Benckiser brand portfolio, July 2007
- Brand Communication and Promotion
- Key points:
- Main focus on hardware
- Figure 25: Main monitored media advertising expenditure on shaving products, 2002-07
- Brand manufacturers lead the way
- Importance of female market
- Creative close-up in 2007
- King of Shaves -- the king of reach
- Creative advertising for creative shaving
- Changing face of Gillette
- Channels to Market
- Key points:
- Multiples targeting men
- Figure 37: UK retail sales of razors and blades, by type of outlet, 2002-06
- Figure 38: UK retail sales of shaving preparations, by type of outlet, 2002-06
- Decline in traditional outlets
- Figure 39: UK retail sales of electric shavers, by type of outlet, 2002-06
- The Consumer -- Product Usage: Boys to Men
- Key points:
- Early starters
- Men demanding closer shave
- Figure 40: Usage of razors/razor blades and electric shavers in the last 12 months -- men, 2002-06
- Electric shavers power ahead
- Figure 41: Types of shaving product used -- men, 2004 and 2006
- For the serial shaver
- Shaving preparations stable
- Figure 42: Usage of shaving foam, gel, cream and sticks in the last 12 months -- men, 2002-06
- The Consumer -- Product Usage: Girls to Women
- Key points:
- Early grooming for success -- Youth TGI
- The weird world of women' s shaving -- Adult TGI
- Figure 43: Usage of hair removers/razors in the last 12 months -- women, 2002-06
- Don' t you wish your girlfriend was hot like me?
- Wet shaving predominates
- Ownership of electric shavers
- Figure 44: Ownership of women' s electric shavers, 2002-06
- Women are important purchasers of shaving products...for men
- Figure 45: Shaving products bought by women for men, 2002-06
- Appendix
- Consumer research
- ACORN
- Advertising data
- Broader market environment
- Figure 51: Trends in UK population, by age, 2002-12
- Figure 52: Trends in PDI and consumer expenditure, 2002-12
- Figure 53: UK workforce and employment, by gender, 2002-12
- Figure 54: Working women, by age of own children, 1998-2006
- Brand communication and promotion
- Figure 55: Main monitored media advertising expenditure on wet shaving products, by major brands, 2004-06
- Figure 56: Main monitored media advertising expenditure on shaving preparations, by major brands, 2004-06
- Figure 57: Main monitored media advertising expenditure on depilatories and bleach, by major brands, 2004-06
- Consumer 1 -- Detailed demographics
- Youth TGI -- Boys
- Figure 58: Shaving amongst boys aged 11-14, 2002-06
- Figure 59: Amount of say in razors/razor blades used -- boys aged 11-14, 2002-06
- Figure 60: Amount of say in shaving foams/gels used -- boys aged 11-14, 2002-06
- TGI data
- Figure 61: Usage of razors/razor blades and electric shavers in the last 12 months -- men, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
- Shaving solutions
- Ownership
- Figure 62: Ownership of men' s electric shavers, 2002-06
- Figure 63: Ownership of men' s electric shavers, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
- Figure 64: Usage of shaving foam, gel, cream and sticks in the last 12 months -- men, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
- Independent research
- Figure 65: Shaving products used for shaving or hair removal at home in the last two months, April 2007
- Figure 66: Shaving or hair removal products used at home in the past two months, April 2007
- Youth TGI -- Girls
- Figure 67: Frequency of removing unwanted hairs amongst girls aged 11-14, 2002-06
- Figure 68: Methods used and age started -- girls aged 11-14, 2002-06
- Figure 69: Usage of hair removers/razors in the last 12 months -- women, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
- Figure 70: Methods used -- women, 2002-06
- Figure 71: Ownership of women' s electric shavers, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
- Figure 72: Shaving products bought by women for men, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
- Figure 73: Agreement with selected lifestyle statements, by gender, 2002-06
- Product usage
- Figure 74: Shaving products used for shaving or hair removal at home in the last two months -- men, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, TV reception, supermarket usage, household size, car ownership, detailed lifestage groups and age/socio-economic group, April 2007
- Figure 75: Men' s attitudes towards shaving products, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, TV reception, supermarket usage and household size, April 2007
- Women product usage
- Figure 76: Shaving or hair removal products used at home in the past two months, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, TV reception, supermarket usage and household size, April 2007
- Figure 77: Women' s attitudes towards shaving or hair removal products, by age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, TV reception, supermarket usage and household size, April 2007
- Shaving typologies -- men
- Figure 78: Men' s shaving habits, April 2007
- Figure 79: Men' s shaving habits, by age, socio-economic group, lifestage, household income, tenure, ACORN category and commercial TV viewing, April 2007
- Figure 80: Men' s shaving habits, by products used for shaving or hair removal at home in the last two months, April 2007
- Figure 81: Men' s shaving habits, by attitudes towards shaving, April 2007
- The Consumer -- Building a profile women
- Figure 82: Women' s shaving habits, by shaving or hair removal products used at home in the past two months, April 2007
- Figure 83: Women' s shaving habits, by shaving or hair removal products used at home in the past 2 months, April 2007
