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MARKET OVERVIEW

1.1 Definition and presentation

The men's shaver market is a sub-segment of the hygiene and beauty market for men. The razor is a device used by men mainly for shaving facial hair. The shaver market includes several segments:

  • the straight razors (razors which can fold, used mainly by barbers)
  • the electric razors
  • the disposable razors (often in plastic material, for single usage)

The global razor market is expected to experience strong growth until 2025, driven mainly by a growing focus on men’s grooming and rising awareness among consumers related to personal hygiene. Nevertheless, different geographies display different usages of razors. For example, in Asia disposable razors are more frequently used, whilst developed countries use electric razors to a larger extent.

In the UK, the razor market has been struggling as a result of consumer trends including the wider usage of beards, and increased competition from foreign actors and startups which puts downward pressure on prices and hence revenues.

The razor market is dominated by Gillette, a company with historical roots dating back to the 20th century which is owned by Procter & Gamble.

Trends in the razor industry benefit from social media and the influence from celebrities, which often use hair styles requiring the use razors. In 2018, the three most used razors in the UK were Bic 2 Blade, followed by Gillette Mach 3 and Bic 3 Blade. [Kantar]

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATIONS

POSITIONING OF THE PLAYERS

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu L.

Associate Consultant

Mathieu L.

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Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise F.

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise F.

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil O.

Emil O.

Anna O.

Anna O.

Gabriel S.

Gabriel S.