The global market for men's shavers, valued at $48 billion in 2020, is growing rapidly and is expected to reach $70 billion by 2024. Dominated by Europe, with a 43% market share, and with dynamic expansion in Latin America, the market is characterized by the predominance of non-electric shavers. However, there has been a noticeable shift as the bearded style gains in popularity over the clean-shaven style, leading to a decline in the use of traditional razors.

The French market has seen a decline in mechanical shavers, with a notable trend towards high-quality personalized products and sustainable consumption patterns, including the emerging popularity of hybrid products such as Philips' OneBlade. The sector faces a duopolistic structure, with giants like Gillette and Wilkinson controlling significant market shares, while disruptive new online subscription-based models like Dollar Shave Club are challenging their dominance.

Despite the arrival of these new players, supermarkets continue to dominate distribution, although there is a slow but steady increase in online sales. Regulations have a relatively low impact, and mainly concern transport and health standards. Overall, traditional shaving brands are adapting, incorporating technological innovations and increasingly responding to consumer preferences for personal care

razor market trends in France: Faced with the rise of beard culture and the emergence of new players

The French shaver market, which once enjoyed robust sales, has begun to experience a significant slowdown. With the advent of beard culture, the traditional use of razors by French men is in perceptible decline. Once considered basic grooming tools, razors are now facing stiff competition, not only from changing fashion trends, but also from new players entering the market offering subscription services and high-quality products. Nearly half of all manual shaver users shave less than three times a week, and over 50% oscillate between shaving and displaying a beard for several days at a time. This trend is evident in the declining use of all product categories, with figures showing a 12% drop in the number of users of refillable shavers and even a sharp 26% drop in users of battery-powered shavers.

The French market for mechanical shavers, comprising blades, disposables and system shavers, is worth between 300 and 310 million euros. At the same time, the market for electric shavers and trimmers has seen mixed fortunes, with falling sales of conventional trimmers but rising sales of hybrid trimmers, reflecting changing consumer patterns. Despite these challenges, the shaver market has managed to maintain a degree of resilience, thanks in part to continued growth in the skin care and shaving products market. This ancillary market grew by 35%, suggesting further potential in the men's grooming sector beyond shaver sales alone. Innovation and competitive pricing strategies have become essential to the shaver industry's response to market changes.

The heavyweights of the manual razor segment, such as Gillette and Wilkinson, dominate with their considerable market shares, although their stranglehold faces pressure from fresher platforms such as Dollar Shave Club. Gillette, in particular, has taken the lead by cutting prices on its North American product range by an average of 12% to remain competitive. The online market is still a relatively minor player in France, but it holds potential with consumers' growing interest in subscription models. This new mode of purchase offers convenience and savings that could appeal to modern users looking for simplicity and personalized shopping experiences. The men's razor industry, including both electric and mechanical shavers, is marked by significant investment in research and development, as manufacturers strive to design better, more specialized products adapted to human evolution.

The titans of the shaving industry:

When navigating the competitive terrain of the men's shaving market, a few names stand out for their colossal presence and innovative strategies. These players not only dominate the market, they also push the boundaries of product development and customer engagement. Understanding these market leaders is the key to understanding the dynamics shaping the industry.

  • Gillette: the cutting edge of shaving Gillette is undoubtedly the figurehead of the shaving world. Known for its pioneering spirit and heavy investment in R&D, Gillette has brought some of the most advanced shaving technologies to market. From introducing the first disposable blade razor to conquering the market with the popular Mach3, its commitment to offering the ultimate shaving experience is evident. Its willingness to adapt is also demonstrated by its recent initiatives in customized 3D-printed razor handles and subscription models.
  • Wilkinson Sword: sharp heritage meets innovation Although it often shares the stage with Gillette, the Wilkinson brand has a rich heritage in sharp blades and precision shaving. Famous for its Hydro 5 razor, which features an innovative integrated gel reservoir for a smoother glide, the brand has consolidated its position in the industry and continues to offer a diverse range of products that meet the ever-changing needs of men's grooming.
  • Bic: The dominance of disposables Bic is the choice for affordable disposable razors, and is often seen in bathrooms around the world. The Flex series represents an attempt to combine the convenience of disposable razors with a closer, more comfortable shave, bridging the gap between traditional disposable razors and the high-end market.
  • Philips: driving electric innovation In the field of electric shavers and beard trimmers, Philips leads the way with its extensive product range. Its OneBlade hybrid shaver is particularly noteworthy, offering a fusion of traditional shaving with the convenience of the modern electric shaver. Philips products are appreciated for their reliability, design and seamless integration into men's daily lives.
  • Big Mustache: Upstart challenger Big Mustache represents the new wave of companies disrupting the traditional market with a more direct approach to the consumer. Although not yet as well known as their larger counterparts, they offer a subscription model that responds to the modern man's desire for convenience and simplicity. They embody the market's move towards personalized service and online presence.
  • Shave-Classic. com: the niche artisan For those who cherish the art of traditional shaving, offers
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  • Number of pages : 30 pages
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  • Last update : 25/01/2021
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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 health and beauty market . The razor is the device used by men mainly for shaving facial hair. One can contrast the straight razor The "coupe-choux" is a large blade, entirely bare, used by hairdressers or passionate amateurs, in the safety razor where only a portion of the blade is exposed.

The disposable blade razor is patented by Gillette in 1904, the first electric razor dates back to 1928 (invented by Jacob Schick), Gillette develops the first disposable "razor-blade" in 1974. Today's razors typically have one to five blades.

The (safety) razor market comprises several segments

  • the lawnmowers
  • the electric razors
  • the mechanical razors (Rechargeable razors/Systems, associated blades and disposable razors)

The world shaver market is growing is expected to remain so for the coming years, even though volume growth is more fragile. This is the Europe dominating the world market while the latin American market is the most dynamic market in the world with strong growth

While the French market is dominated by mechanical razors, the segment is falling sharply . The beardedness and the emergence of pure players specialized in distance selling and the development of subscription offers have turned the market upside down. However, shavers are still mainly distributed in superstores and hypermarkets in France.

List of charts

  • Evolution of the size of the global shaver market
  • Les facteurs qui influencent les habitudes de rasage et d’épilation en france
  • Nombre d'hommes utilisant des rasoirs en France, par type
  • Les longueurs de barbe les plus populaires en France
  • Quel outil de rasage utilisez vous le plus ?
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Latest news

Bic recaptures the flame - 16/10/2023
  • The non-permanent tattoo market is expected to triple over the next seven years to 1.5 billion euros.
  • Inkbox sales are in the region of $22 million.
  • Today, tobacco accounts for only half of the global market for firelighters, compared with 60-70% a decade ago.
  • In the United States, tobacco accounts for 28% of the flame market.
  • In Brazil, cooking far outstrips tobacco, with 50% of the flame market, compared with 8% for tobacco.
  • Bic's largest lighter factory produces 3 million units a day, or 50% of the division's worldwide production.
  • Bic has a broader vision for shaving, which generated over 15 million euros in sales in its first year.
  • By 2022, Bic has revised its sales forecasts three times, ending the year up 13.8% at constant exchange rates, to 2.23 billion euros.
Bic reports solid first-half results for 2023 - 31/07/2023
  • Group sales for the first six months of the year: over 1.1 billion euros
  • Stationery sales: 460 million euros (+4.7%)
  • Shaver division sales: 268 million euros (+11.9%)
  • Lighter sales: 434 million euros (-0.9%)
  • Total U.S. lighter market down: 5.6% in volume and 1.4% in value
  • Lighter-related sales growth in Europe: nearly 7.5
  • Share of Group revenues generated by e-commerce: 11.8% (vs. 11.3% in first-half 2022).
Bic back on track - 13/03/2023
  • More than 100 billion Bic tips manufactured since the company's inception
  • Gonzalve, who took the helm of the company in 2018, intends to return it to growth
  • Bic has set up a 230-strong consumer expert division
  • His boss is betting on semi-permanent tattooing with Inkbox, a technique using natural dyes whose designs disappear as the skin's cells renew
Bic benefits from the iron health of its pens - 16/02/2023
  • Bic continued to build on the momentum of 2021, which marked the first fruits of "Horizon", its transformation plan
  • Sales up 13.8% to 2.23 billion euros
  • The Group's strategy to clean up the number of references in its portfolio
at Marne-la-Vallée, Bic produces the 4 Colours of the world - 31/10/2022
  • 1950 Marcel Bich launches the first Cristal Bic pen
  • 1956 Launch of the M10 retractable pen
  • 1970 Launch of the Bic 4-Color pen
  • 2000 Bic inaugurates its Marne-la-Vallée plant
  • 6 factories in France, 24 worldwide.
  • 1.83 billion euros in sales by 2021
Bic acquires French start-up AMI - 23/08/2022
  • The French writing instruments giant has announced that it has signed an agreement to acquire the entire share capital of French start-up AMI (Advanced Magnetic Interaction), which specializes in augmented interaction technology and designed the ISKN Repaper graphic tablet.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Procter & Gamble
BIC Groupe
Gillette (Procter & Gamble)
Braun (Procter & Gamble)
Edgewell Personnal Care Group - Wilkinson
Gentleman Barbier
Art du Barbier
Planète Rasoir
Plisson 1808

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