Shaving and Hair Removal Products - US - April 2004

Contents

INTRODUCTION AND ABBREVIATIONS

Introduction

Other Relevant Reports

Definition

Abbreviations & Terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Men Increasingly Interested in Grooming

Women's Products to Suit Different Needs

Professional Treatments May Challenge At-Home Solutions

A $2.1 Billion but Largely Flat Market

Market Segmentation: Hardware and Soft Goods

Gillette Leads the Shaving Market

Gillette Also Leads in Advertising

Drug Stores Main Shopping Venue

Usage of Disposable and Non-Disposable Razors About Equal

Shaving Cream Used by Half of Respondents

Men's Attitudes and Opinions about Shaving Products

Women's Attitudes and Opinions about Shaving Products

Men's Products and Needs

Women's Products and Needs

Future Favors More Extensive Male Grooming

MARKET DRIVERS

Men's Interest in Grooming

Different Needs at Different Lifestages

Figure 1: U.S. male population, 2000 & 2002

Men's Products - New Technology to Encourage Trade Ups

Products for Women

Lifestages and Needs

Figure 2: U.S. female population, 2000 & 2002

Products Specifically for Women

Professional Treatments Challenge the At-Home Market

MARKET SIZE & TRENDS

Figure 3: Total U.S. retail sales of shaving and hair removal products, at current and constant prices, 1998-2003

Graph 1: Total U.S. retail sales of shaving and hair removal products, at current and constant prices, 1998-2003*

MARKET SEGMENTATION

Introduction

Figure 4: Sales of shaving and hair removal products, segmented by type of product, 2001 & 2003*

Graph 2: Sales of shaving and hair removal products, segmented by type, 2003*

Hardware

Refill Razor Blades

Figure 5: Sales of refill razor blades, at current and constant prices, 1998-2003

Power Shavers

Figure 6: Sales of power shavers, at current and constant prices, 1998-2003

Disposable Razors

Figure 7: Sales of disposable razors, at current and constant prices, 1998-2003

Non-Disposable Razors

Figure 8: Sales of non-disposable razors, at current and constant prices, 1998-2003

Software

Shaving Cream

Figure 9: Sales of shaving cream, at current and constant prices, 1998-2003

Depilatories

Figure 10: Sales of depilatories, at current and constant prices, 1998-2003

SUPPLY STRUCTURE

Manufacturer Sales

Figure 11: Manufacturer sales of shaving and hair removal products in the U.S., 2001 & 2003

Manufacturer and Brand Sales-Hardware

Refill Razor Blades

Figure 12: Manufacturer brand sales of refill razor blades in the U.S., 2001 & 2003

Power Shavers

Figure 13: Manufacturer brand sales of power shavers in the U.S., 2001 & 2003

Disposable Razors

Figure 14: Manufacturer brand sales of disposable razors in the U.S., 2001 & 2003

Non-Disposable Razors

Figure 15: Manufacturer brand sales of non-disposable razors in the U.S., 2001 & 2003

Manufacturer and Brand Sales-Software

Shaving Cream

Figure 16: Manufacturer brand sales of shaving cream in the U.S., 2001 & 2003

Depilatories

Figure 17: Manufacturer brand sales of depilatories in the U.S., 2001 & 2003

Company Profiles

The Gillette Company

Energizer Holdings, Co. (Schick)

Philips Electronics North America (Norelco)

Rayovac Corporation (Remington)

Société BIC

S.C. Johnson & Son

Colgate-Palmolive

Church & Dwight Company

Del Laboratories, Inc.

ADVERTISING & PROMOTION

The Gillette Company

Energizer Holdings, Co. (Schick)

Société BIC

Church & Dwight

Rayovac Corporation (Remington)

Philips Electronics North America (Norelco)

RETAIL DISTRIBUTION

Introduction

Figure 18: U.S. retail sales of shaving and hair removal products, by channel, 2001 & 2003

Drug Stores

Figure 19: U.S. drug store sales of shaving and hair removal products, at current and constant prices, 1998-2003

Drug Store Operating Data

Figure 20: Top drug store operating statistics, latest fiscal year-end

Figure 21: Percentage change from latest fiscal year-end versus year prior

Figure 22: Top Drug Store Quarterly statistics, latest quarter end, 2002 vs. 2003

Supermarkets

Figure 23: U.S. supermarket sales of shaving and hair removal products, at current and constant prices, 1998-2003

Supermarket Operating Data

Figure 24: Top supermarket operating statistics, latest fiscal year-end

Figure 25: Percentage change from latest fiscal year-end versus year prior

Figure 26: Top supermarket quarterly statistics, latest quarter end, 2002 vs. 2003

THE CONSUMER

Introduction

Shaving Hardware - Adults

Usage of disposable, non-disposable razors and electric shavers

Figure 27: Usage of shaving hardware, January 2003-September 2003

Figure 28: Usage of shaving hardware, by gender, January 2003-September 2003

Figure 29: Usage of shaving hardware, by age, January 2003-September 2003

Figure 30: Usage of shaving hardware, by household income, January 2003-September 2003

Figure 31: Usage of shaving hardware, by race/ethnicity, January 2003-September 2003

Blades for Non-Disposable Razors

Figure 32: Type of blade used for non-disposable razor, January 2003-September 2003

Figure 33: Type of blade used for non-disposable razor, by age, January 2003-September 2003

Figure 34: Type of blade used for non-disposable razor, by race/ethnicity, January 2003-September 2003

Disposable Razors - Frequency of Use

Figure 35: Frequency of usage of disposable razors (in seven-day period), January 2003-September 2003

Figure 36: Frequency of usage of disposable razors (in seven-day period), by gender, January 2003-September 2003

Figure 37: Frequency of usage of disposable razors (in seven-day period), by age, January 2003-September 2003

Electric and Battery Shavers - Frequency of Use

Figure 38: Frequency of usage of electric or battery shavers (in seven-day period), January 2003-September 2003

Figure 39: Frequency of usage of battery and electric shavers (in seven-day period), by gender, January 2003-September 2003

Figure 40: Frequency of usage of battery and electric shavers (in seven-day period), by age, January 2003-September 2003

Figure 41: Frequency of usage of battery and electric shavers (in seven-day period), by race/ethnicity, January 2003-September 2003

Electric and Battery Shavers - Type Used

Figure 42: Type of electric/battery shaver used, January 2003-September 2003

Figure 43: Type of electric and battery shaver used, by gender, January 2003-September 2003

Figure 44: Type of electric and battery shaver used, by age, January 2003-September 2003

Figure 45: Type of electric and battery shaver used, by race/ethnicity, January 2003-September 2003

Shaving Cream - Adults

Use of Shaving Cream

Figure 46: Usage of shaving cream, demographic summary, January 2003-September 2003

Figure 47: Types, kinds, and forms of shaving cream used, January 2003-September 2003

Figure 48: Types, kinds, and forms of shaving cream used, by gender, January 2003-September 2003

Figure 49: Types, kinds, and forms of shaving cream used, by age, January 2003-September 2003

Figure 50: Types, kinds, and forms of shaving cream used, by race/ethnicity, January 2003-September 2003

Shaving Cream - Frequency of Use

Figure 51: Frequency of usage of shaving cream (in seven-day period), January 2003-September 2003

Figure 52: Frequency of usage of shaving cream (in seven-day period), by gender, January 2003-September 2003

Figure 53: Frequency of usage of shaving cream (in seven-day period), by age, January 2003-September 2003

Shaving Hardware - Teenagers

Shaving hardware - Teen Usage of disposable, non-disposable razors and electric shavers

Figure 54: Teen usage of shaving hardware, January 2003-September 2003

Figure 55: Teen usage of shaving hardware, by gender, January 2003-September 2003

Disposable Razors - Teenagers' Frequency of Use

Figure 56: Frequency of teen usage of disposable razors (in seven-day period), January 2003-September 2003

Figure 57: Frequency of teen usage of disposable razors (in seven-day period), by gender, January 2003-September 2003

Blades for Non-Disposable Razors - Teenagers

Figure 58: Type of blade used for non-disposable razor by teens, January 2003-September 2003

Electric and Battery Shavers - Teenagers Frequency of Use

Figure 59: Frequency of usage of electric or battery shavers by teens (in seven-day period), January 2003-September 2003

Shaving Cream - Teenagers

Use of Shaving Cream - Teenagers

Figure 60: Types, kinds, and forms of shaving cream used by teens, January 2003-September 2003

Figure 61: Types, kinds, and forms of shaving cream used by teens, by gender, January 2003-September 2003

Shaving Cream - Teenagers' Frequency of Use

Figure 62: Frequency of usage of shaving cream by teens (in seven-day period), January 2003-September 2003

Men's Attitudes and Opinions about Shaving and Shaving Products

Male Purchase of Shaving Products

Figure 63: Men's opinions concerning purchase of shaving products, March 2004

Figure 64: Men's opinions concerning purchase of shaving products, by age, March 2004

Figure 65: Men's opinions concerning purchase of shaving products, by household income, March 2004

Male Opinion of Effectiveness of Shaving Products

Figure 66: Men's opinions concerning the effectiveness of shaving products, March 2004

Figure 67: Men's opinions concerning the effectiveness of shaving products, by age, March 2004

Men's Product Preference, Disposable, Non-Disposable Razors

Figure 68: Men's product preference for razors, March 2004

Figure 69: Men's product preference for razors, by age, March 2004

Figure 70: Men's product preference for razors, by household income, March 2004

Types of Hair Removal Techniques Used by Men

Figure 71: Men's usage of specific body hair removal systems, March 2004

Figure 72: Men's usage of specific body hair removal systems, by age, March 2004

Male Shaving Behavior Patterns

Figure 73: Men's behavior patterns with respect to shaving and hair removal, March 2004

Women's Attitudes and Opinions about Shaving and Shaving Products

Women's Opinions About Usage of Shaving Products

Figure 74: Women's opinions concerning usage of shaving products, March 2004

Figure 75: Women's opinions concerning usage of shaving products, by age, March 2004

Figure 76: Women's opinions concerning usage of shaving products, by household income, March 2004

Women's Attitudes Towards Shaving Issues

Figure 77: Women's attitudes towards shaving issues, March 2004

Figure 78: Women's attitudes towards shaving issues, by age, March 2004

Women's Product Preference, Disposable, Non-Disposable Razors

Figure 79: Women's razor preference, March 2004

Figure 80: Women's razor preference, by age, March 2004

Figure 81 Women's razor preference, by household income, March 2004

Women's Home and Professional Hair Removal Service Usage Patterns

Figure 82: Home and professional hair removal service usage patterns, March 2004

Figure 83: Home and professional hair removal service usage patterns, by household income, March 2004

Summary

FUTURE & FORECAST

FUTURE TRENDS

Men's Products and Needs

Introduction

Trade ups and added benefits

Need for youthful appearance

Targeting the Teen

Women's Products and Needs

More hair removal at younger ages

Changing needs of older women

MARKET FORECAST

Total Shaving and Hair Removal

figure 84: forecast of u.s. retail sales of shaving and hair removal products, at current and constant prices, 2003-2008

Refill Razor Blades

Figure 85: forecast of u.s. retail sales of refill razor blades, at current and constant prices, 2003-2008

Power Shavers

Figure 86: Forecast of U.S. retail sales of power shavers, at current and constant prices, 2003-2008

Disposable Razors

Figure 87: Forecast of U.S. retail sales of disposable razors, at current and constant prices, 2003-2008

Non-Disposable Razors

Figure 88: Forecast of U.S. retail sales of non-disposable razors, at current and constant prices, 2003-2008

Shaving Cream and Depilatories

Figure 89: Forecast of U.S. retail sales of shaving cream and depilatories, at current and constant prices, 2003-2008

Forecast Factors

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: NEW PRODUCT DEVELOPMENTS

CATEGORY REVIEW

Figure 90: New product introductions of shaving and depilatory products, 1999-2003

NEW PRODUCT BRIEFS

M3Power Powered Shaving System

Schick-Wilkinson Sword Schick Quattro

Old Spice High Endurance After Shave Products

Lineance European Body Essentials Leg and Body Hair Remover Kit

Schick Intuition All-In-One Shaver

Nair Peach Melon Microwavable Roll-On Sugaring Wax

Nad's Facial Wand

Gillette Sensor 3 For Women

APPENDIX: RESEARCH METHODOLOGY

Consumer Research

Sampling & Weighting

Presentation & Definition

Further Analysis

Trade Research

Informal trade research

Formal trade research

Desk & Internet Research

Sources

Definitions

Forecasts

APPENDIX: WHAT IS MINTEL?

Mintel Publications

Mintel Services

Product retrieval

Retail audits

Tailored research

Global New Products Database

Research Support/Consultancy/MIC

The Mintel Information Centre (MiC)

PR Research