Shaving Products - UK - July 2007

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