Summary
The global men's razor market has experienced steady growth, with a projected annual growth rate of 7% from 2024 to 2033. As of 2023, the market is valued at $26.83 billion. Europe currently leads the market holding a 26.2% share, but Asian markets, particularly in India and China, are rapidly expanding with an expected CAGR of 11% until 2031. Procter & Gamble, owning brands like Gillette, Venus, and Braun, dominates over 60% of the global market. Consumer behavior in France suggests that traditional influencers such as celebrities and sports stars have diminished in impact, with friends, family, and stylists being more influential, with over 50% of men veering away from daily clean shaves. Companies like Nivea and Bulldog Skincare for Men are pivoting towards sustainability and skin wellbeing, while Gillette invests heavily in R&D, reflected in their heated razor product. The market is adapting to sustainability and practicality trends, evidenced by Bic launching the EasyRinse razor designed for easy cleaning and refillability in the US, with plans for a similar product in France.
Shifting Trends in the French Shaving Market: Embracing Care and Sustainability
In the French shaving market, the traditional practice of daily, close shaving is witnessing a significant shift. Recent trends indicate that more than half of French men, have moved away from the customary daily shave, indicating a sizeable change in the grooming habits that have been passed down generations. This transformative trend is not confined to the younger demographic; men over the age of 45 are also increasingly favoring a bearded look, suggesting a broader, cross-generational appeal and redefining the market's consumer base. Market dynamics reveal a striking dichotomy between the routine of frequent shaves among the older group and the eclectic shaving habits of the younger population, which tend to be less consistent and more influenced by fashion. Nevertheless, despite these differing habits, there is a collective move towards an integrated approach to shaving that is more aligned with self-care and wellness than ever before. Shaving is increasingly seen as part of a wider skincare routine, with the uptake of products such as pre-shaves, aftershaves, and beard oils signifying a holistic grooming consciousness. The inroads made by beard culture have opened up opportunities for entering the broader skin and facial care markets for men. This has led to strong growth in sub-segments like shaving preparations—valued at approximately between 80 and 85 million euros—with a substantial increase of about 35% over four years. What used to be seen as a mere necessity has transformed into a pleasurable self-care ritual.
The French market is dominated by mechanical shavers and blades, a segment that saw a decrease from around 340 to 310 million euros over a five-year period; however, the emergence of pure players specializing in sales through subscription services is giving traditional market leaders a run for their money. Men's shaving habits are being influenced by friends, family, and stylists rather than celebrities or influencers, with social media platforms like Instagram playing a minor role. The influence of environmental consciousness and demand for sustainable products is palpable. Notable companies have launched products with organic components and razor handles made from sustainable materials. For instance, major brands like Nivea and Bulldog Skincare for Men have delved into more natural solutions, an indication that the market's orientation is evolving towards eco-friendliness and practicality. In summary, the French shaving market is undergoing a generational shift with a growing inclination towards skincare and sustainability.
Titans & Innovators: Shaping the Competitive Landscape of the Men's Shaving Market
The men's shaving market is a battlefield where legacy brands wielding their time-tested blades clash with nimble upstarts carving out niches through innovation and changing socio-cultural norms. This complex ecosystem is governed by a few key players who maintain a semblance of oligarchy, while newcomers continuously challenge the status quo with disruptive business models and product ingenuities.
- Gillette: The Standard-Bearer of Shaving Domination As the vanguard of men's shaving, Procter & Gamble's Gillette stands as a colossus commanding significant market terrain. With an illustrious history of over a century, Gillette has been synonymous with innovation and efficiency in the shaving world. This behemoth's business model — altruistically presenting the razor handle only to firmly lock in the customer with ongoing blade refill sales — continues to prove its mettle. Buoyed by massive R&D investments and shrewd marketing strategies, the brand maintains a fearsome array of product offerings adorning virtual and physical shelves, including its revered lines, Fusion and Mach3.
- Wilkinson Sword: The Steely Contender Another veteran in the ring, Wilkinson Sword, matches Gillette stroke for stroke in the gladiatorial arena of men's grooming. Though perhaps less globally dominant than its American counterpart, Wilkinson Sword has etched a name for itself, thanks to its solid product craftsmanship and a loyal user base. Its range spans the gamut from disposable units to multi-blade systems, offering men the choice of a classic close shave or the convenience of modern design.
- Philips: The Electric Maverick Philips has electrified the grooming game with its innovative array of electric shavers. As a global leader in personal care electronics, Philips' OneBlade system disrupts traditional notions of shaving with a hybrid approach, blurring the lines between electric and manual. Philips has adeptly adapted to consumptive shifts, catering to the groomer who favors electric convenience and technological prowess.
- Bic: The Disposable Dynamo A protagonist in the no-frills end of the spectrum, Bic, has long championed the disposable razor segment. Its products cater to those who seek simplicity without the commitment of ongoing blade replacements. While traditional in its offerings, Bic is also responsive to the currents of change; as evidenced by its foray into more sustainable, eco-conscious products designed for the environmentally-aware shaver.
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- Number of pages : 30 pages
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- Last update : 16/04/2024
Summary and extracts
1 Market overview
1.1 Definition and scope of study
The men's razor market is a sub-segment of the men's hygiene and beauty market. The razor is the device used by men primarily to shave facial hair.the straight razor, with its large, fully exposed blade used by hairdressers or enthusiastic amateurs, can be contrasted with the safety razor, where only a portion of the blade is exposed.
The disposable-blade razor was patented by Gillette in 1904, the first electric razor dates back to 1928 (invented by Jacob Schick), and Gillette developed the first disposable "razor-blade" in 1974. Today's razors generally have one to 5 blades.
The (safety) razor market comprises several segments:
- clippers
- electric shavers
- mechanical shavers (refillable shavers/systems, associated blades and disposable shavers)
The markets for shaving preparation products (gel/foam/shaving cream) andaftershave products (lotions/baumes/gel), linked to the razor market, will be discussed.
The global razor market is growing, with an average annual growth rate of 7% from 2024 to 2033. Europe dominates the global market, while the Latin American market is the most dynamic, posting strong growth.
The domestic market, on the other hand, is losing steam, with sales down 16% in seven years. While the French market is dominated by mechanical shavers, this segment is in sharp decline. The beard trend and the emergence of pure players specializing in distance-selling and the development of subscription offers have turned the market upside down. However, shavers are still mainly distributed in supermarkets and hypermarkets in France.
1.2 A growing global market
The global shaver market is in rather good shape, estimated in **** at $**.** billion, and expected to record a CAGR (***) of *% over the period ****-****.
evolution of global shaver market size World, ****-****, in billions of dollars Source: ****
Generally speaking, end-users are more likely to be male, which can help market players ...
1.3 The national market for men's shavers
The men's shaving market has seen a substantial **% drop in sales over the past seven years, from ***.* million euros to ***.* million euros by ****.
This decline, which has been accentuated by theimpact of the health crisis in France on spending and needs for beauty products, is above all linked to the new ...
1.4 The national market for before- and after-shave products
The shaving preparation and aftershave markets are directly linked to the razor market. Between **** and ****, sales of the shaving preparation market fell from **.** million to ** million, representing an overall decline of **.**% over four years.
Market for shaving preparation products France, ****-****, in millions of euros Source: ****
Between **** and ****, sales of theaftershave ...
1.5 Trade balance analysis
From **** to ****, French imports of razors and razor blades fell from $**.* million to $**.* million, while exports fell slightly from $*** million to $***.* million.
The coverage rate varied, peaking at **.*% in **** before falling to **.*% in ****. This suggests that French exports cover a smaller share of imports in **** than they did in ****, reflecting a ...
2 Demand analysis
2.1 General characteristics of the request
In the world of men's shaving, in ****, manual shavers with refillable blades dominated the market (***), denoting a preference for both traditional and technological options. Disposable trimmers and manual razors followed, with **% and **% respectively, indicating significant use for specific needs or convenience.
Which shaving tool do you use most? France, ****, in Source: ...
2.2 A decline in shaving in favor of beards
By ****, the general trend was for a decline in shaving frequency among men, partly due to the pandemic and teleworking.work, with a notable drop in sales and unit sales for traditional shaving products (***). In fact, **% of men said they shaved less frequently during confinement. [***]
Kantar data also reveal a decline ...
2.3 Consumer influencers
In ****, most people seek advice and inspiration from friends, professional stylists and the articles they read. Interestingly, celebrities, sports stars and influencers no longer seem to be a source of inspiration for the French. [***]
Factors influencing shaving and hair removal habits in France France, ****, in Source : Gillette Regardless of age, the ...
3 Market structure
3.1 Business models and popular brands for manual shaving
The big, older shaving brands are increasingly facing competition from smaller players, as mentioned above. There are strong opportunities for brands to use direct and digital interactions to get to know their consumers better, and to use them to guide marketing and launch activities .
However, traditional players such as Wilkinson Sword, ...
3.2 The electric shaver business model and popular brands
We can observe similar trends but different brands among electric shavers. Here, the Philipps brand dominates, with Braun in second place. The business model is similar, with sales also focused on complementary parts such as shaver heads and cartridge refills.
3.3 An innovative market that tries to adapt to new market trends
Here again, we can distinguish between manufacturers of mechanical shavers and electric shavers, around whom the organization and dynamics of the market are structured.
The organization of the mechanical shaver industry is fairly straightforward:
Suppliers of raw materials such as steel and plastic for handles Manufacturers (***) as major players, with their ...
3.4 A new business model driven by new players
Even though giants such as Wilkinson, Gilette, Braun and Bic monopolize the men's razor market, new trends are shaking up this order with ideas that are attracting large numbers of customers. One of these trends is online sales, which have quickly become an obstacle to the major players in the market, ...
3.5 Interview with Alexis de Guitaut, director of the Rasage Classique website
Cantiane:Hello and welcome to Vue d'Ensemble, the podcast that gives you a **-minute insight into the challenges facing a market. My name is Cantiane, and I'm an analyst at Businesscoot, a start-up specializing in market research. Today, we're going to talk about the shaving market, and to do so, I'm ...
4 Offer analysis
4.1 Razor types
The cabbage cutter
Cabbage cutters, also known as straight razors, are designed for those who appreciate a traditional shave. It is very precise and requires a little training to sharpen it and use it safely. The advantage of the straight razor is its long service life, which can make it extremely ...
4.2 A more qualitative experience
Better-quality blades are a direct result of the gigantic R&D budgets of the major razor companies. Products last longer (***) by offering standard products with less frequent blade quality improvements, thus lowering the average price of its razors. Nevertheless, blades are improving overall.Manufacturers are also trying to personalize their offer ...
4.3 New products, symbols of consumer trends
Introduced in section *.*, these new products respond to consumer demand, whether for a better customer experience, a more eco-responsible, more functional, more practical or more affordable product. (***) Bamboo: Wilkinson breaks new ground in disposables with a razor featuring an ultra-thin bamboo handle shaped to use as little material as possible. It ...
4.4 Pre- and aftershave products
Shaving preparation products
*. Spray Shaving Gels
Spray shaving gels are appreciated for their ease of application and effectiveness. They are generally composed of moisturizing and protective agents that form a slippery layer on the skin, allowing the razor to move effortlessly while reducing the risk of cuts and irritation.
Reference ...
4.5 Focus on online prices for France's favorite products
Amazon databases allow you to find best-sellers by product category and price. We have listed the prices of products in the "manual shaving" and "electric shavers" categories:
5 Regulations
5.1 Regulations
Compliance with safety standards: Shaving products, including electric and manual shavers, must comply with strict safety standards to avoid the risk of injury. In France, this generally means compliance with European standards (***), which define safety requirements for electrical appliances and shaving accessories.
Regulations on chemical substances: Related shaving products, such as ...
6 Positioning the players
6.1 Positioning the players
The segmentation of companies in the shaver sector is extremely simple: companies are mainly manufacturers of shavers, whether electric or mechanical.
There are very few companies in this market, which is virtually duopolistic for all types of shaver. What's more, brands are often grouped together as subsidiaries of other, larger groups. ...
- Procter & Gamble
- BIC Groupe
- Gillette (Procter & Gamble)
- Braun (Procter & Gamble)
- Edgewell Personnal Care Group - Wilkinson
- Gentleman Barbier
- Caliquo
- Art du Barbier
- Thiers-Issard
- Planète Rasoir
- Mühle
- Plisson 1808
- Monsieur Barbier
- Edwin Jagger
- Big Moustache
- Rasage Classique
List of charts
- Trends in the size of the global shaver market
- Factors influencing shaving and waxing habits in France
- Number of men using razors in France, by type
- The most popular beard lengths in France
- Which shaving tool do you use most?
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the men's razor market | France
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