The razor for men market - France

Research summary

Market summary
1.1 Definition: a consumer good that meets an almost natural need

1.2 A global shaver market dominated by Europe

1.3 A declining French market since 2010
Demand analysis
2.1 Declining use

2.2 Beard fashion rather than perfect shaving

2.3 The French are turning to new products and sustainable consumption

2.4 Increasing seasonality
Market structure
3.1 A market dominated by international leaders

3.2 R&D and marketing at the heart of the players' strategy

3.3 From France to China: to each his own production strategy

3.4 Large-scale retailing remains largely dominant in a context of increasing digitalisation
Analysis of the offer
4.1 High margin products but prices that are falling in the face of competition

4.2 An increasingly qualitative and personalized offer

4.3 Migration of the offer to the Internet and new models

4.4 A promotional offer
Rules and regulations
5.1 A product under traditional regulation
Positioning of the actors
6.1 Segmentation
Analysts
Process
Opinions
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The Razor for men Market
France

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MARKET SUMMARY

1.1 Definition: a consumer good that meets an almost natural need

The men's shaver market is a sub-segment of the hygiene and beauty market for men . The razor is the device used by men mainly for shaving facial hair. We can oppose the straight razor "cabbage cutter", made up of a large, completely bare blade, used by hairdressers or enthusiastic amateurs, in the safety razor where only a portion of the blade is exposed.

The disposable blade razor was patented in 1904 by Gillette, the first electric razor dates from 1928 (invented by Jacob Schick), Gillette developed the first disposable "blade razor" in 1974. Today, razors generally have one to five blades.

The shaver (safety) market includes several segments

the lawnmowers
the electric razors
the mechanical razors (rechargeable razors / systems, associated blades and disposable razors)

The global shaver market is growing should remain so for the coming years, even if volume growth is more fragile. This is the Europe which dominates the world market while the latin American market is the most dynamic with strong growth

While the French market is dominated by mechanical razors, the segment is in sharp decline . The beard fashion and the appearance of pure players specialized in distance selling and development of subscription offers have disrupted the market. However, shavers remain mainly distributed in large and medium surfaces in France.

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