Summary of our market study
French market for men's shavers worth around €300 million
The global market for men's shavers has been growing steadily, with a forecast annual growth rate of 7% between 2024 and 2033. In 2023, the market is valued at $26.83 billion.
Europe currently dominates the market with a 26.2% share, but Asian markets, particularly India and China, are developing rapidly, with an average annual growth rate of 11% to 2031.
The market comprises three segments: clippers, electric shavers and wet shavers.
Procter & Gamble, which owns brands such as Gillette, Venus and Braun, dominates over 60% of the global market.
Companies such as Nivea and Bulldog Skincare for Men focus on sustainability and skin well-being, while Gillette invests heavily in research and development, as demonstrated by its heated razor.
The market is adapting to trends in durability and practicality, as evidenced by Bic's launch of the EasyRinse shaver, designed for easy cleaning and refilling in the USA, and plans for a similar product in France.
changing trends in the French shaving market
Recent trends indicate that more than half of French men have abandoned the usual daily shave. This transformation trend is not confined to the young; men over 45 are also increasingly opting for the bearded look.
Market dynamics reveal a dichotomy between the frequent shaving routine of older men and the irregular shaving habits of the younger population.
Shaving is increasingly seen as part of a wider grooming routine, with the adoption of products such as préras, aftershaves and beard oils.
The advances made by beard culture have opened up opportunities to penetrate the broader skin and facial care markets for men. This has led to strong growth in sub-segments such as shaving preparations, valued at around 80-85 million euros, with an increase of around 35% in four years. What was once considered a simple necessity has become a pleasurable personal care ritual.
The French market is dominated by mechanical shavers and blades, a segment that has seen sales fall from 340 to 310 million euros in 5 years.
The emergence of pure players specializing in subscription sales is noteworthy.
Men's shaving habits are influenced by friends, family and stylists rather than celebrities or influencers, with social media platforms such as Instagram playing a minor role.
The influence of environmental awareness and the demand for sustainable products is palpable. Well-known companies have launched products containing organic components and razor handles made from sustainable materials. For example, major brands such as Nivea and Bulldog Skincare for Men have turned to more natural solutions.
Key players
- Gillette: the standard-bearer of shaving dominance
- Wilkinson Sword: a major competitor
- Philips: World leader in personal care electronics
- Bic: leader in disposable razors.t.
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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 presented in this market study
- 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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