The global shavers market is expected to reach a value of $29,777.2 million by 2020, as compared to $19,112.9 million in 2014, demonstrating a CAGR of 7.9% during 2015–2020. The key drivers impacting the market growth include the rapid urbanization, increasing focus of companies on female shavers, changing perception toward appearance, and rising number of celebrity endorsements for the promotion of products.
Based on segment, the shavers market is bifurcated into electric and non-electric. Of these, non-electric shavers held the larger share in the market in 2014, owing to the significant demand from the middle-class and lower-income populations, globally. Further, based on type, non-electric shavers have been categorized into blades & accessories, cartridge razors, and safety razors, among which, blades & accessories held the largest share in the market in 2014.
Body hair removal is one of the key trends being observed in the shavers market, mainly due to the surging population of metrosexual men. Waxing has been one of the most common methods of hair removal, though it is costly as compared to shaving. In addition, with the surge in the frequency of body hair removal, the overall cost related to waxing service also escalates for the consumer. This has resulted in the increasing demand for shavers across the globe. In addition, shavers provide more comfort in hair removal from private body parts. According to a recent study published in the Journal of Sexual Medicine, wherein 1,100 male and female students across two universities from the U.S. had participated, 95% of the participants agreed that they remove their pubic hair at least once in a week. Approximately 90% of the women in Australia and 99% in the U.K. shave their legs and armpits, which is leading to the high sales of shavers and epilators in these countries.
The increasing focus of companies on female shavers is another tend being witnessed in the shavers market. Facial shaving has been known to be a male activity; however, a trend of women shaving their faces has been observed in the recent years. Women with dark facial hair have been removing them with lasers, threading or waxing. Owing to the significant increase in the demand for female shavers, manufacturers are focusing more on this segment of the market. For instance, Procter & Gamble, after observing the female showering habits through a recently conducted research campaign in the U.S., brought significant changes to its Venus Swirl shaver range. Super-Max Group, through a sampling campaign in 2012, distributed its premium range of disposable razors among approximately 500 women of all age groups.
The beard sporting trend has been seen as a major restraining force on the shavers market. Beard and moustache trimming bring about a change in the looks of men. They are the most apparently visible features of men’s personality. The beard trend has grown significantly in the past few years, which has adversely affected the market. The trend of sporting beards by film stars and athletes is further encouraging their fans and followers to copy them. Renowned celebrities and athletes, such as George Clooney, Brad Pitt, Nick Malceski, Ben Affleck, and Mike Napoli, are the trendsetters in sporting beards. According to a survey conducted by USA TODAY in five randomly selected baseball clubs within the U.S. in 2015, approximately one out of two players sported facial hair.
The global shavers market is consolidated in structure, with a few companies holding significant market shares. Panasonic Corporation, Conair Corporation, Koninklijke Philips N.V., The Procter & Gamble Company, Edgewell Personal Care Company, Spectrum Brands Holdings Inc., Wahl Clipper Corporation, Super-Max Limited, and Société Bic S.A. are the major players operating in the market.
SHAVERS MARKET SEGMENTATION
By Distribution Channel