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, approximately 51%, 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. The move away from daily shaving underscores a significant change in grooming habits,.### 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. #### Innovative Upstarts: Big Moustache and Dollar Shave Club

the men's razor market - France

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 16/04/2024

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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.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

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?
How often do you shave?
Men's monthly budget for body and skin care
Annual budget for body and skin care by age group
The razor and blade market
Breakdown of men's shaving sales
Market for shaving preparation products
Aftershave market
French imports and exports of razors and razor blades
Breakdown of razor and razor blade imports
Breakdown of exports of razors and razor blades

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Latest news

Homme Invest aims to establish itself in the men's cosmetics sector - 13/03/2024

Growth in the men's cosmetics market is expected to exceed 8% per year over the next few years.
The men's cosmetics market is expected to pass the $100 billion mark worldwide by 2031.
Shaving products account for over 40% of this market.
The "Homme Invest" company offers over 5,000 product references on its "Rasage Classique" online sales site.
The site features over 200 brands dedicated to men's grooming.
The company has developed a B-to-B activity with "l'Ambassade du Barbier", and boasts over 500 customers in this sector in France, Belgium and Luxembourg.
The company generated total sales of 2 million euros.

Bic makes progress with its new shavers - 20/02/2024

In 2023, Bic's sales rose by 9.2% at constant exchange rates and by 1.3% as reported, reaching 2.26 billion euros.
Despite lower volumes in stationery and lighters, the number of units purchased in the shaving segment increased. 9.5% of Bic sales came from products launched in the last three years.
The EZ Reach lighter exceeded the 100 million euro sales threshold and gained 10.7% of the segment by value in European supermarkets in one year.
Sales of the lighter rose by 3.3% at constant exchange rates.
In France, Bic gained 1.4 points of market share in value in stationery.

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

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

Caliquo

Art du Barbier

Thiers-Issard

Planète Rasoir

Mühle

Plisson 1808

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