Market Trends: Shaving/Hair Removal Products

Table of Contents

Chapter 1 Executive Summary

• Report Scope
• Methodology
• Product Definitions
• The Market
  • Market Size and Growth
  • Figure 1-1 U.S. Retail Sales of Shaving and Hair Removal Products, 2000-2005 (in billion $)
  • Market Composition
  • Table 1-1 IRI-Tracked Sales of Shaving and Hair Removal Products by Category, 2000-2004 (in million $)
  • The Marketers
  • Table 1-2 IRI-Tracked Sales of Top Shaving and Hair Removal Product Marketers, 2003-2005 (E) (in million $)
  • Top Brands
  • Table 1-3 IRI-Tracked Sales of Top Shaving and Hair Removal Product Brands, 2003-2005 (E) (in million $)
• Marketing Dynamics
  • Advertising
  • New Product Introductions
  • Market Trends
  • Technology
  • Convenience
  • Fragrances and Ingredients
  • Slow The Grow
  • Permanent Hair Removal
  • Teens Want Innovation
  • Special Needs of Women Recognized
  • Trends In Mens Facial Hair
  • Aging And The Hair Removal Arena
  • Ethnic Markets Under-developed
• The Consumer
  • Disposable Razors
  • Razor Blades (Non-Disposable)
  • Figure 1-3 Percentage Of U.S. Consumers Favoring Shaving And Hair Removal Categories
  • Electric and Battery Shavers
  • Shaving Cream/Gel
  • Teen Preferences
  • Outlook
  • Figure 1-4 Estimated U.S. Retail Sales of Shaving and Hair Removal Products, 2005-2010 (in billion $)

Chapter 2 The Market

• Shaving And Hair Removal Product Categories
• Razors
• Blades
• Shaving Cream
• Depilatories
• Other Grooming Supplies
• On the Mass Horizon
• Market Overview
  • Market Size and Growth
  • Figure 2-1 Retail Sales for Shaving and Hair Removal, 2000-2005 (E) (in billion $)
  • Market Composition
  • Figure 2-2 IRI-Tracked Market Composition by Category Share of the Shaving and Hair Removal Market, 2000, 2004, 2005 (%)
  • Table 2-1 IRI-Tracked Sales of Shaving and Hair Removal Products by Category, 2000-2005 (in million $)
  • Blades
  • Figure 2-3 IRI-Tracked Sales for Blades, 2000-2005 (in billion $)
  • Figure 2-4 IRI-Tracked Market Composition by Segment Share of Shaving Blades Category, 2004 (%)
  • Figure 2-5 IRI-Tracked Sales of Shaving Blades by Segments, 2000-2005 (E) (in millions $)
  • Shaving Cream
  • Figure 2-6 IRI-Tracked Sales of Shaving Creams, 2000-2005 (E) (in millions $)
  • Razors
  • Figure 2-7 IRI-Tracked Sales of Razors, 2000-2005 (E) (in millions $)
  • Gillette Versus Schick
  • Other Grooming Supplies
  • Figure 2-8 IRI-Tracked Sales for Other Hair Removal Products, 2000-2005 (E) (in million $)
  • Depilatory Products
  • Figure 2-9 IRI-Tracked Sales for Depilatories, 2000-2005 (E) (in millions $)
  • Depilatory for Men
  • Innovation in Womens Razors and Shavers
• Factors To Growth
  • Gillette Dominance Strengthens
  • Figure 2-10 Market Composition by Marketer Share of the Shaving and Hair Removal Category, 2005 (E) (%)
  • Men and Grooming
  • Innovation Drives Market
  • Fashion and Seasonal Trends
  • Laser and Electrolysis
  • Projected Market Growth
  • Figure 2-11 Projected Retail Sales of Shaving and Hair Removal Products, 2005-2010 (in billion $)

Chapter 3 The Marketers

• Market Overview
• Gillette Dominates
• Figure 3-1 Market Composition by Marketer Share of U.S. Shaving and Hair Removal Market, 2000, 2004 and 2005 (E) (%)
• Top Players: The Gillette Co. and Energizer Holdings Inc.
• Smaller Players Gain Market Share
• Colgate and S.C. Johnson Lose Out
• Table 3-1 IRI-Tracked Sales of Top Shaving and Hair Removal Product Marketers, 2000-2005 (E)
• Top Brands
• Table 3-2 IRI-Tracked Sales for Top Shaving and Hair Removal Product Brands, 2000-2005 (E)
• Shaving Blades
• Figure 3-2 Market Composition by Category Share of Shaving Blades Products Marketers, 2000, 2004 and 2005(E) (%)
• Marketers and Brands
• Table 3-3 IRI-Tracked Retail Sales of Top Shaving Blade Marketers,
• 2000-2005 (E)
• Figure 3-3 IRI-Tracked Top Three Shaving Blade Brands by Sales, 2000-2005 (E) (in million $)
• Gillette Upgrading Brands to Sustain Competition
• Table 3-4 IRI-Tracked Sales of Top Shaving Blade Brands, 2000-2005 (E) (in million $)

Shaving Cream

• SC Johnson Loses Market Share
• Figure 3-4 Market Composition by Category Share of Top Shaving Cream Product Marketers, 2000, 2004 and 2005(E) (%)
• Shaving Cream Marketer And Brands
• Table 3-4 IRI-Tracked Sales of Top Shaving Cream Marketers, 2000-2005 (E) (in million $)
• Table 3-5 IRI-Tracked Retail Sales of Top Shaving Cream Brands, 2000-2005 (E) (in million $)

Shaving Razors

• Gillette - Market Leader Losing Shares
• Energizer Holdings Inc. Steals Share
• Figure 3-5 Market Composition by Category Share of Top Shaving Razor Product Marketers, 2000, 2004 and 2005 (E) (%)
• Razor Marketers and Brands
• Table 3-6 IRI-Tracked Sales of Top Shaving Razor Marketers, 2000-2005 (E) (in million $)
• Table 3-7 IRI-Tracked Sales of Top Shaving Razor Brands, 2000-2005 (E) (in million $)

Depilatory Products

• Figure 3-6 Market Composition by Category Share of Depilatory Products Marketers, 2000, 2004 and 2005 (E) (%)

Depilatory Marketers and Brands

• Church & Dwight Sales to Revive
• Reckitt Benckiser and Del Labs Stay Positive
• Table 3-8 IRI-Tracked Sales of Top Depilatory Product Marketers, 2000-2005 (E) (in million $)
• Table 3-9 IRI-Tracked Sales of Top Depilatory Product Brands, 2000-2005 (E) (in million $)
• Other Hair Removal Products
• Table 3-10 IRI-Tracked Sales of Top Other Hair Removal Product Marketers, 2000-2005 (E) (in million $)
• Table 3-11 IRI-Tracked Sales of Top Other Hair Removal Product Brands, 2000-2005 (E) (in million $)

• Company Profiles
• The Gillette Co.

• Overview
• Brand Portfolio
• Table 3-12 Gillette Brand Portfolio - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-7 IRI-Tracked Sales for Gillette Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• Category Share
• Figure 3-8 Gillette Shaving and Hair Removal Segmentation
• New Product Introductions
• Table 3-13 Gillette New Shaving and Hair Removal Product Introductions 2004-2005

Energizer Holdings Inc.

• Brand Portfolio
• Table 3-14 Energizer Brand Portfolio - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-9 IRI-Tracked Sales for Energizer Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• Category Share
• Figure 3-10 Energizer Shaving and Hair Removal Segmentation
• New Product Introductions
• Table 3-15 Energizer New Shaving and Hair Removal Product Introductions 2004-2005

S. C. Johnson & Son Inc.

• Overview
• Performance
• Figure 3-11 IRI-Tracked Sales for S.C. Johnson Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• Table 3-16 S.C. Johnson & Sons Co. New Product Introductions 2004-2005

Church & Dwight Co. Inc.

• Overview
• Brand Portfolio
• Performance
• Figure 3-12 IRI-Tracked Sales for Church & Dwight Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• Table 3-17 Church & Dwight Co. Shaving and Hair Removal Product Introductions, 2004-2005

Revlon Inc.

• Overview
• Brand Portfolio
• Performance Analysis
• Figure 3-13 IRI-Tracked Sales for Revlon Shaving and Hair Removal Products, 2000-2005 (E) (in million $)

Reckitt Benckiser

• Overview
• Performance
• Figure 3-14 IRI-Tracked Sales for Reckitt Benckiser Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• New Product Introductions
• Table 3-18 Reckitt Benckiser New Shaving and Hair Removal Product Introductions 2004-2005

Johnson & Johnson

• Overview
• Brand Portfolio
• Table 3-19 Johnson & Johnson - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-15 IRI-Tracked Retail Sales for Johnson & Johnson Shaving and Hair Removal Products, 2000-2005 (E) (in million $)

Bic Corporation

• Brand Portfolio
• Performance
• Figure 3-16 IRI-Tracked Sales for Bic Corp. Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• Table 3-20 Bic Corp. New Shaving and Hair Removal Product Introductions 2004-2005

Del Laboratories Inc

• Del Laboratories Inc
• Brand Portfolio
• Table 3-21 Del Laboratories Inc. - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-17 IRI-Tracked Sales for Del Laboratories Inc Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• Category Share
• Figure 3-18 Del Laboratories Shaving and Hair Removal Segmentation
• New Product Introductions
• Table 3-22 Del Laboratories Inc. New Shaving and Hair Removal Product Introductions 2004-2005

Conair Corp

• Overview
• Performance
• Figure 3-19 IRI-Tracked Sales for Conair Shaving and Hair Removal Products, 2000-2005 (E) (in million $)

Chapter 4 Marketing Dynamics

• Ad Spends
• Table 4-1 Top Shaving and Hair Removal Marketer by Ad Spends, 2004
• (in thousand $)
• Table 4-2 Top Shaving and Hair Removal Brands by Ad Spends, 2004 (in thousand $)
• Gillette Top Ad spender
• Table 4-3 Top Gillette Co. Brands by Ad Spend, 2004 (in thousand $)
• Quattro Heavily Backed by Energizer
• Table 4-4 Top Energizer Holdings Inc. Brands by Ad Spend, 2004
• Gillette Backs New Products
• Energizer Promotion for Quattro
• Church & Dwight Promotes Nair No Touch
• S. C. Johnson & Son Promotes Skintimate
• New Product Introduction
• Table 4-5 New Shaving and Hair Remover Product Introductions by Category, 2004 - 2005
• Table 4-6 Top Shaving and Hair Remover Marketer, Based on Number of Brands Introduced, 2004 - 2005
• Table 4-7 Top Shaving and Hair Remover Brands, Based on Number of SKUs Introduced, 2004- 2005
• Razors & Blades
• Table 4-8 Top Razors & Blades Hair Remover Marketers, Based on Number of Brands Introduced, 2004-2005
• Table 4-9 Top Razors & Blades Hair Removers Brands, Based on Number of SKUs Introduced, 2004 - 2005
• Shaving Creams, Gels & Accessories
• Table 4-10 Top Shaving Creams, Gels & Accessories Marketers, Based on Number of Brands Introduced, 2004 - 2005
• Table 4-11 Top Shaving Creams, Gels & Accessories Brands, Based on Number of SKUs Introduced, 2004 - 2005
• Hair Removal Cream And Depilatory
• Table 4-12 Top Hair Removable Cream And Depilatory Marketers, Based on Number of Brands Introduced, 2004 - 2005
• Table 4-13 Top Hair Removable Creams And Depilatory, Based on Number of SKUs Introduced, 2004 -2005
• Product Innovations
• Table 4-14 Razors & Blades Hair Remover Brands, By Innovation, 2004 - 2005
• Table 4-15 Shaving Creams, Gels & Accessories Brands, By Innovation, 2004 - 2005
• Table 4-16 Hair Removable Cream And Depilatory Brands, By Innovation, 2004 - 2005
• Positioning New Products by Package Tags
• Razors & Blades Hair Removers
• Table 4-17 Top Selling Points of New Razor & Blade Products by Select Package Tags
• Table 4-18 New Razors & Blades Hair Remover Brand Introductions With the "Disposable" Package Tag, 2004-2005
• Reusable
• Table 4-19 New Razors & Blades Hair Remover Brand Introductions With the "Reusable" Package Tag, 2004-2005
• Women
• Table 4-20 New Razors & Blades Hair Removers Brand Introductions for Women, 2004-2005
• Men
• Table 4-21 New Razors & Blades Hair Removers Brand Introductions for Men, 2004-2005
• Shaving Creams, Gels & Accessories
• Table 4-22 Shaving Creams, Gels & Accessories, Top Selling Points, by Select Package Tags
• Upscale
• Table 4-23 New Shaving Creams, Gels & Accessories Brand Introductions With the "Upscale" Package Tag, 2004-2005
• Natural
• Table 4-24 New Shaving Creams, Gels & Accessories Brand Introductions With the "Natural" Package Tag, 2004-2005
• Table 4-25 New Shaving Creams, Gels & Accessories Brand Introductions With the "Men" Package Tag, 2004-2005
• Hair Removal Cream And Depilatory
• Table 4-26 Hair Removal and Depilatory Products, Top Selling Points, by Select Package Tags
• Table 4-27 New Hair Removable Cream And Depilatory Brand Introductions With the "Quick" Package Tag, 2004-2005
• Table 4-28 New Hair Removable Cream And Depilatory Brand Introductions With the "Upscale" Package Tag, 2004-2005
• Table 4-29 New Hair Removable Cream And Depilatory Brand Introductions With the "Women" Package Tag, 2004-2005
• Table 4-30 New Hair Removal Cream And Depilatory Brand Introductions With the "Natural" Package Tag, 2004-2005
• Consumer Purchasing Patterns
  • Households Buying Razors
  • Figure 4-1 Percentage of Households Buying Razors at Mass Market Venues, 2001- 2004 .
  • Figure 4-2 U.S. Mass Market Annual Purchase Occasions Per Buying Households For Shaving Razors, 2001-2004
  • Dollar and Volume Sales Rise
  • Figure 4-3 U.S. Mass Market Dollar Per Buyer Per Year For Razors, 2001-2004
  • Figure 4-4 U.S. Mass Market Volume Per Buyer Per Year For Razor, 2001-2004
  • Dollar Per Purchase Occasion For Shaving Razor
  • Figure 4-5 U.S. Mass Market Dollar Per Purchase Occasion For Razor, 2001-2004
  • Figure 4-6 U.S. Mass Market Volume Per Purchase Occasion For Razor, 2001- 2004

Chapter 5 Trends & Opportunities

• Overview
• Old and New Technologies
• Convenience
• Fragrance
• Table 5-1 Common Fragrances Used in New Shaving and Hair Removal Products Introduced in 2004-2005
• Trends in Ingredients
• High Vitamins
• Go Natural
• Aloe Veras Popularity Continues
• At Home Spa
• Slow The Grow
• Table 5-2 New Shaving and Hair Remover Product Introductions with Hair Retardation Ingredients Category, 2004 - 2005
• Permanent Hair Removal
• Permanent Hair Removal
  • Creative Marketing Positioning
  • Demographic Profiles and Important Consumer Bases
  • Teenagers Gaining Preference
  • Table 5-3 Attitude/Opinion of Teenagers on Personal Care, by Gender, 2004 - 2005
  • Special Needs of Women Recognized
  • Table 5-4 Attitude/Opinion on Personal Care by Gender, 2004 - 2005
  • Trends In Mens Facial Hair
  • Aging And The Hair Removal Arena
  • Table 5-5 Projected U.S. Population by Age Bracket, 2000-2010 (in million)
  • Ethnic Markets Under-developed
  • Table 5-6 Population Projections for Selected U.S. Racial Populations, 2000-2020 (in thousands)
  • The Gay Market
  • Sports Enthusiasts

Chapter 6 The Consumer

• Note on Simmons Survey Data and Figures
• Disposable Razors
• 45-54 year olds and Hispanics --Significant Users
• Table 6-1 Demographic Profile of Disposable Razor/Shaver Users, 2005
• Brand Preference -- Bic, the Largest Brand
• Figure 6-1 Percentage of Disposable Razors/Shavers Users, by Brand, May 2004 - May 2005 (% of users)
• Brand Summary -- Gillette Versus Schick
• Table 6-2 Demographic Profile of Disposable Razors/Shavers Users, Gillette vs. Schick, 2005
• Brand Preference by Demography
• High Brand Loyalty Among 45-64 Old, Women
• Table 6-3 Demographic Profile of BIC, Gillette Daisy/Daisy Plus, Gillette Good News Users
• Table 6-4 Demographic Profile of Disposable Razor/Shaver Sole Brand Users, 2005
• Electric and Battery Shavers
• Higher Preference Among 65+ Old, Men
• Rotary Versus Foil
• Table 6-5 Demographic Profile of Electric and Battery Shaver Users, 2005
• Norelco - The Most Preferred Brand
• Figure 6-2 Percentage of Electric and Battery Shaver Users, by Type
• Table 6-6 Demographic Profile of Electric and Battery Shaver Users, by Type, 2005
• Brand Preference by Demography
• Figure: 6-3 Percentage of Electric and Battery Shaver Users, by Brand, May 2004 - May 2005
• Table 6-7 Demographic Profile of Electric and Battery Shaver Users, by Brand, Norelco, Remington, Braun, May 2004 - May 2005
• Brand Loyalty Higher Among Older Population
• Table 6-8
• Demographic Profile of Electric and Battery Shaver Sole Brand Users, 2005
• Frequency Of Usage
• Figure 6-4 Percentage of Electric and Battery Shaver Users, by Frequency Of Use
• Table 6-9 Demographic Profile of Electric and Battery Shavers By Frequency Of Use
• Razor Blades (Non-Disposable)
• Usage Significant among 18-34 year Olds
• Table 6-10 Demographic Profile of Razor Blade (Non-Disposable) Users, 2005
• Double Versus Single Blades
• Figure 6-5 Percentage of Razor Blades (Non-Disposable) Users, by Type, May 2004 - May 2005
• Table 6-11 Demographic Profile of Razor Blade (Non-Disposable) Users, by Type, 2005
• Brand Preference -- Gillette Dominates
• Figure 6-6 Percentage of Razor Blade (Non-Disposable) Users, by Brand, May 2004 - May 2005
• Brand Summary -- Gillette Versus Schick
• Brand Preference by Demography
• High Brand Loyalty -- 40.8% Use a Single Brand
• Table 6-12 Demographic Profile of Razor Blades Users, Gillette and Schick, 2005
• Table 6-13 Demographic Profile of Razor Blade (Non-Disposable) Users, by Brand, Gillette Mach3, Gillette Mach3 Turbo, Gillette Venus, 2005
• Table 6-14 Demographic Profile of Razor Blade (Non-Disposable) Users Sole Brand Users, May 2004 - May 2005 Frequency Of Use - Razor Blades (Non-Disposable)
• Figure 6-7 Percentage of Razor Blade (Non-Disposable) Users, by Frequency Of Use, 2005
• Table 6-15 Demographic Profile of Razor Blade (Non-Disposable) Users By Frequency Of Use, 2005 Shaving Cream/Gel
• Table 6-16 Demographic Profile of Shaving Cream/Gel Users, 2005
• Figure 6-8 Percentage of Shaving Cream/Gel Users, by Type, 2005 Aloe/Lanolin Popular
• Table 6-17 Demographic Profile of Shaving Cream/Gel Users, by Type, Regular, For Sensitive Skin, Moisturizing/Conditioning, 2005
• Figure 6-9 Percentage of Shaving Cream/Gel Users, by Kind, 2005 Age the Major Influencer
• Table 6-18 Demographic Profile of Shaving Cream/Gel Users, by Kind, Aloe/Lanolin, Menthol, 2005 Foam Versus Gel
• Figure 6-10 Percentage of Shaving Cream/Gel Users, by Form, May 2004 - May 2005 Gel Favored by Younger Age Groups
• Table 6-19 Demographic Profile of Shaving Cream/Gel Users, by Form, Aerosol Foam, Aerosol Gel, 2005 Edge Gel the Leading Brand
• Figure: 6-11 Percentage of Shaving Cream/Gel Users, by Brand, May 2004 - May 2005 Brand Summary -- Gillette
• Table 6-20 Demographic Profile of Shaving Cream Users, by Top Brand Gillette, 2005 Brand Preference by Demography
• Table 6-21 Demographic Profile of Shaving Cream/Gel Users, by Colgate & Edge Gel Brands, 2005
• Table 6-22 Demographic Profile of Shaving Cream/Gel Users, by Barbasol & Skintimate Brands, 2005 Brand Loyalty Higher Among Younger Age Groups
• Table 6-23 Demographic Profile of Shaving Cream/Gel Users Sole Brand Users, 2005 Frequency Of Use -- Shaving Cream/Gel
• Figure 6-12 Percentage of Shaving Cream/Gel Users, by Frequency Of Use, 2005
• Table 6-24 Demographic Profile of Shaving Cream/Gel Users By Frequency Of Use, 2005 Consumer Attitudes About Personal Appearance and Products
• Table 6-25 U.S. Consumer Attitude Toward Appearance, 2005
• Table 6-26 Demographic Profiles of U.S. Consumers, Based on Attitude Towards Appearance, 2005 The Teenage Consumer
  • Table 6-28 Demographic Profile of U.S. Teenagers for Disposable Razor/Shaver Razor Blades (Non-Disposable) and Shaving Cream Or Gel
  • Disposable Razors/Shavers - Brands
  • Table 6-29 Demographic Profile of U.S. Teenagers for Disposable Razors/Shavers by Brand
  • Table 6-30 Demographic Profile of U.S. Teenagers for Razor Blade (Non-Disposable) by Type
  • Razor Blade Brands --Gillette Dominates
  • Table 6-31 Demographic Profile of U.S. Teenagers for Razor Blade (Non-Disposable) by Brand
  • Frequency of Use of Disposable Razors/Shavers and Razor Blades
  • Table 6-32 Demographic Profile of U.S. Teenagers for Razor Blade (Non-Disposable) By Frequency Of Use
  • Table 6-33 Demographic Profile of U.S. Teenagers for Disposable Razors/Shavers By Frequency Of Use
  • Preference for Shaving Cream By Type, Kind and Form
  • Table 6-34 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel by Type, Regular, For Sensitive Skin, Moisturizing/Conditioning
  • Table 6-35 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel by Kind
  • Table 6-36 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel, by Form, Aloe/Lanolin, Menthol
  • Preference for Shaving Cream - Brands
  • Table 6-37 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel by Brand,
  • Teen Attitudes
  • Table 6-38 Demographic Profile of U.S. Teenagers Different Attitudes Towards Appearance
  • Table 6-39 Demographic Profiles of U.S. Consumers, Based on Attitude Towards Appearance