the men's razor market | Italy

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 a device used by men mainly for shaving facial hair. In particular, the straight razor – also known as coupe-choux – is a large blade, entirely bare, used by hairdressers or passionate amateurs. On the other hand, in a safety razor only a portion of the blade is exposed. The men’s razor market can be segmented according to product type (cartridge, disposable, or electric), distribution channel, and geographical area.

The global men’s care market size was estimated at $10.2 billion in 2018, and it is expected to grow at a CAGR of 3.5% during the period 2019-2025.

A Gillette survey showed that 50% of Italian men shave at least three times a week: of these, 11% use the blade daily, and 7% even several times in a day. When it comes to the choice of shaving tools, 80% use wet razors, while the remaining 20% prefer electric ones. In driving this choice, the time available plays a relevant part, as 35% of the respondents shave in less than 5 minutes and 41% in 10 minutes at most: too short time for a good shave with a bowl and a brush, reserved for holidays, when time flows more slowly, and we take care of ourselves.

Given the trends highlighted above, it is possible to infer that the Italian men’s razor market is highly fragmented, and many products are sold to fulfil the different needs and preferences of all consumers. Gillette and Wilkinson are the major player in such market, therefore Italian consumers count especially on imported products from the United States and United Kingdom. However, the provision of innovative blades and razors by those companies allows to raise huge interest in the market for such products, therefore it is easy to understand why the sector is bound to grow.