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Shavers Market Overview
The shavers market stood at $19,112.9 million in 2014, and it is projected to witness a CAGR of 7.9% during 2015–2020. The major factors propelling the market ahead include the rising consumer consciousness toward appearance, increasing celebrity endorsements, and surging technological advancements in grooming products. In addition, companies are focusing on increasing the accessibility of shavers for middle-class consumers, which is another major factor supporting the growth of the market, globally.
On the basis of end-user, the global shavers market has bifurcated into male and female. Of these, the male category held the larger share in 2014 in the market. The female category is predicted to achieve faster growth, at a CAGR of 9.7%, during the forecast period. This is mainly due to the increasing number of females in the global workforce, upsurge in the shaving for legs and armpits among women, and increasing concern about improving their overall appearance.
Based on distribution channel, the shavers market has been classified into supermarkets & hypermarkets, online retailing, and others, which include drugstores, beauty specialists, and department stores. Among these, the supermarkets & hypermarkets category held the largest share in the market in 2014. This is attributed to the discount and offers given by such stores to customers. Moreover, the convenience in shopping provided by supermarkets and hypermarkets is further driving shaver sales through this channel.
Geographically, Europe held the largest share in the mar shavers market ket in 2014. Asia-Pacific (APAC) is expected to witness the fastest growth, at a CAGR of 5.7%, during the forecast period. This is mainly attributed to the increasing disposable income, improving living standards, and growing demand for premium electric shavers in the region.
Shavers Market Dynamics
The demand for private-label brands in developed countries has increased significantly in the recent past and become a trend in the shavers market. Private-label brands (especially eatables) and daily-use consumer products (such as shavers) have benefitted from the strong economic conditions in the developed countries. Supermarkets are cutting off the profit margins of shaving products from organized manufacturers to offer more discount to consumers. On the other hand, they are also increasing the portfolio of their own brands. In 2013, private-label brands accounted for a 4% share in U.S. retail market, which is constantly increasing.
The consumers residing in the rural areas of the developing countries, such as India, use inferior-quality razors and blades manufactured by small-level unorganized companies. Over 75% of the population in India lives within rural areas, thus representing a low degree of penetration of shaver products. However, modernization and the increasing penetration of social media is leading to a shift in the consumer behavior within rural areas. Marketing campaigns targeted at low-end consumers in these areas are likely to create significant growth opportunities for shavers market players during the forecast period.
Shavers Market Competitive Landscape
The overall intensity of rivalry is moderate in the shavers market. The presence of a less numbers of shaver manufacturers and increasing popularity of private-label brands makes the intensity of rivalry not too intense in the market. However, the rapid growth in the developing countries increases the intensity of rivalry.
The global shavers market is consolidated in structure, with a few companies holding large shares. The key shaver manufacturers include The Procter & Gamble Company, Panasonic Corporation, Koninklijke Philips N.V., Energizer Holdings Inc., Conair Corporation, Spectrum Brands Holdings Inc., Wahl Clipper Corporation, Super-Max Limited, and Société Bic SA.
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