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 US, 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 2019, according to DSN, the three largest brands in the US included Harry’s, Gillette Venus, and Private Labels.
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The men's razor market - United Kingdom
Publicado en 07/09/2022 by Laurent-Antoine Faboumy - Olaitan Skin
Très bon rapport.
Merci Laurent-Antoine pour votre retour ! Nous sommes ravis d'avoir été à la hauteur de vos attentes.
The men's razor market - France
Publicado en 10/01/2022 by Client anonyme - Ce client a souhaité rester anonyme
Interesting study to understand a market in regular decline. Change in human behavior well measured and analyzed. A rare example of a leader who after a strategy of regular price increase is forced to change his strategy and lower his prices. Very innovative analysis of the traffic of the main manufacturers' websites
Hello Grégoire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.