In a way, the hair removal market has been hindered by its own success. When a consumer finds a razor that is suitable for his or her needs, the tendency is to stick with that model. There is little incentive to experiment and consumers are unmotivated to “trade up,” unless the new product promises to deliver a closer or safer shave. Manufacturers therefore can only continue to launch new and improved products, usually in the form of new blade technology, in order to increase their share of the market.

In a way, the hair removal market has been hindered by its own success. When a consumer finds a razor that is suitable for his or her needs, the tendency is to stick with that model. There is little incentive to experiment and consumers are unmotivated to “trade up,” unless the new product promises to deliver a closer or safer shave. Manufacturers therefore can only continue to launch new and improved products, usually in the form of new blade technology, in order to increase their share of the market.

Fortunately, shifting demographics and emerging trends in personal care have created fresh opportunities in the hair removal market. To capitalize on these opportunities, companies must be completely in tune with consumer behavior and attitudes toward hair removal. Mintel’s original consumer research delves into the attitudes behind hair removal purchases, analyzing the results by gender, age, income and other demographic characteristics.

For example, both men and women use shaving and other hair removal products, but each gender has its own usage patterns. Increased interest in grooming among men has launching four bladed razors and other improved hardware, as well as new shaving creams and even depilatories for men. On the female side of the market, one trend is the growing interest in hair removal among a younger female population. Teen girls are more likely to start shaving their legs and underarms at an earlier age than Baby Boomers did; they are also more likely to experiment with new products to find those that work most efficiently.

Mintel explores all the important drivers in the hair removal market, such as the changing needs of aging consumers, increased disposable income among younger consumers, and competition from professional services. Market segmentation, retail distribution, and the current supply structure are all covered in depth. A six-year trend analysis predicts future growth for the market, helping you form a long-term marketing strategy.

This report covers wet shaving hardware (disposable razors, shaving systems and replacement blades), shaving preparations (foams, gels, oils and creams for use prior to wet shaving), and other hair removal products including depilatory creams and lotions, and waxing products for home use.

Not covered by the scope of this report are electrolysis devices, products and skin conditioners for post-shaving use, and hair removal treatments conducted outside the home by spas or medical professionals.