Do you know how to increase your share of the hair removal market?
The $2.1
billion shaving and hair removal products market has increased 14.5% between
1998 and 2003. However, when adjusting for inflation, that increase translates
to only 1.5%. In a way, the market has been hindered by its own success. When a
consumer finds a razor that is suitable for his or her needs, the tendency is to
stick with that model. There is little incentive to experiment and consumers are
unmotivated to "trade up," unless the new product promises to deliver
a closer or safer shave. Manufacturers therefore can only continue to launch new
and improved products, usually in the form of new blade technology, in order to
increase their share of the market.
Fortunately, shifting demographics and
emerging trends in personal care have created fresh opportunities in the hair
removal market. To capitalize on these opportunities, companies must be
completely in tune with consumer behavior and attitudes toward hair removal.
Mintel's original consumer research delves into the attitudes behind hair
removal purchases, analyzing the results by gender, age, income and other
demographic characteristics.
For example, both men and women use shaving and
other hair removal products, but each gender has its own usage patterns.
Increased interest in grooming among men has launching four bladed razors and
other improved hardware, as well as new shaving creams and even depilatories for
men. On the female side of the market, one trend is the growing interest in hair
removal among a younger female population. Teen girls are more likely to start
shaving their legs and underarms at an earlier age than Baby Boomers did; they
are also more likely to experiment with new products to find those that work
most efficiently.
Mintel explores all the important drivers in the hair
removal market, such as the changing needs of aging consumers, increased
disposable income among younger consumers, and competition from professional
services. Market segmentation, retail distribution, and the current supply
structure are all covered in depth. A six-year trend analysis predicts future
growth for the market, helping you form a long-term marketing strategy.
This
report covers wet shaving hardware (disposable razors, shaving systems and
replacement blades), shaving preparations (foams, gels, oils and creams for use
prior to wet shaving), and other hair removal products including depilatory
creams and lotions, and waxing products for home use.
Not covered by the scope
of this report are electrolysis devices, products and skin conditioners for
post-shaving use, and hair removal treatments conducted outside the home by spas
or medical professionals.
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