The men's razor market - France (2024)

1.2 A growing global market

The global shaver market is in rather good shape, estimated in **** at $**.** billion, and expected to record a CAGR (***) of *% over the period ****-****.

evolution of global shaver market size World, ****-****, in billions of dollars Source: ****

Generally speaking, end-users are more likely to be male, which can help market players to focus their strategy.

At present, the global market is dominated by Europe, with a **.*% share.however, this market could soon be overtaken by the Asian market, which is growing at a phenomenal rate, with the Indian and Chinese markets expected to grow at a CAGR (***) of **% until ****.[***]

The global market is largely dominated by the giant Procter & Gamber, which owns Gilette, Venus and Braun, three of the most prominent players in the men's shaving market.the group holds over **% of the global shaver market, including **% of the men's electric shaver market.[***] The giant is no exception to today's main trend, which is to make grooming more convenient and enjoyable, and this is driving the development of electric shavers, which are constantly improving.

1.3 The national market for men's shavers

The men's shaving market has seen a substantial **% drop in sales over the past seven years, from ***.* million euros to ***.* million euros by ****.

This decline, which has been accentuated by theimpact of the health crisis in France on spending and needs for beauty products, is above all linked to the new consumer trends we will be developing. We can observe recent market growth in value terms between **** and ****, mainly linked to a context of inflation.

France, ****-****, in millions of euros Source: Les Echos, LSA Conso *Data not available

Blade sales accounted for **.*% of men's shaving sales, while disposable andsystem shavers represented **.*% and *.*% of total sales respectively. Breakdown of men's shaving sales France, ****, in millions of euros Source: ****

1.4 The national market for before- and after-shave products

The shaving preparation and aftershave markets are directly linked to the razor market. Between **** and ****, sales of the shaving preparation market fell from **.** million to ** million, representing an overall decline of **.**% over four years.

Market for shaving preparation products France, ****-****, in millions of euros Source: ****

Between **** and ****, sales of theaftershave market fell from **.** million to **.** million, a reduction of **.**% over three years.

Aftershave market France, ****-****, in millions of euros Source: ****

1.5 Trade balance analysis

From **** to ****, French imports of razors and razor blades fell from $**.* million to $**.* million, while exports fell slightly from $*** million to $***.* million.

The coverage rate varied, peaking at **.*% in **** before falling to **.*% in ****. This suggests that French exports cover a smaller share of imports in **** than they did in ****, reflecting a relatively weaker competitiveness in this sector over the given period.

French imports and exports by value France, ****-****, in millions of dollars Source: ****

The concentration of French imports of razors and razor blades in **** shows a strong dependence on Belgium (***) also make a significant contribution.

Breakdown of razor and razor blade imports France, ****, (***) Source: UN Comtrade Despite significant exports to the UK (***). The diversification of trading partners is more pronounced than for imports. Breakdown of razor blade exports France, ****, (***) Source: ****

2.1 General characteristics of the request

In the world of men's shaving, in ****, manual shavers with refillable blades dominated the market (***), denoting a preference for both traditional and technological options. Disposable trimmers and manual razors followed, with **% and **% respectively, indicating significant use for specific needs or convenience.

Which shaving tool do you use most? France, ****, in Source: ****

The majority of men shaved frequently: **% shaved every day and **% every two or three days, underlining a daily or near-daily grooming routine in ****. Around **% opted for a weekly shave, reflecting a preference for a more unkempt appearance or less need for frequent shaving.

how often do you shave? France, ****, in Source: ****

On average, a French person allocates up to €*** annually to body and skin care. Most fall within a monthly spending range of €* to €** on these products and services, with men tending to limit their spending more frequently by **% compared to women, who invest more in the higher price segments. Nevertheless, at the higher spending levels, in excess of €** per month, men slightly outstrip women. (***)

Men's monthly budget for body and skin care France, ****, in Source: ****

The "Millennials" generation represent the age group investing the most in body care each year. Although a significant proportion of young adults devote a ...

2.2 A decline in shaving in favor of beards

By ****, the general trend was for a decline in shaving frequency among men, partly due to the pandemic and teleworking.work, with a notable drop in sales and unit sales for traditional shaving products (***). In fact, **% of men said they shaved less frequently during confinement. [***]

Kantar data also reveal a decline in shaving among men by the end of ****, with only **.*% shaving, down *. *% on the pre-Covid period. By contrast, three-day and full beards are on the rise.

From **** to ****, all shaver types saw a decline in the number of users over this period: Refillable shavers: The refillable shaver user base decreased from *.** million in **** to *.** million in ****, marking a two-year decline of **.**%. Standard razors: Standard razors saw their user base fall from *.* million in **** to *.** million in ****, marking a decrease of **.**%. Disposable razors: Disposable razors saw a slightly different trend, peaking at *.** million users in **** before dropping to *.** million in ****. Over two years, this represents a decline of *.**%. Battery-powered razors: With the number of users reduced from *.** million in **** to *.** million in ****, battery-powered razors saw the most significant relative decline, down **.**%.

Number of men using razors in France, by type France, ****-****, in millions of units Source: ****

This trend has deeper ...

2.3 Consumer influencers

In ****, most people seek advice and inspiration from friends, professional stylists and the articles they read. Interestingly, celebrities, sports stars and influencers no longer seem to be a source of inspiration for the French. [***]

Factors influencing shaving and hair removal habits in France France, ****, in Source : Gillette Regardless of age, the French look to friends and family for shaving and hair removal inspiration. While young adults and Millennials are influenced by Instagram, this platform doesn't play as important a role for older generations. On the other hand, the latter placemore trust in press articles for ideas and advice, unlike generations adept at social media. Young adults often listen to their parents, but this influence diminishes over time. [***]

Factors influencing French shaving and hair removal habitsby age in **** **-** **-** **-** **-** **-** Family & Friends **% **% **% **% **% Stylists **% **% **% **% **% Doctors & Dermatologists *% *% *% *% *% Social media **% **% **% **% *% Press articles & Blogs *% **% **% **% **% Celebrities & Sports Stars **% **% *% *% *% Colleagues *% *% *% *% *% Source: ****

These same networks influence not only the type of products purchased, but also the frequency of shaving.the best-known initiative to date is #NoShaveNovember, which encourages network users not to shave for the entire month of November. This hashtag, which first appeared in ****, has become very popular, and in **** had more than *.*** million posts ...

3.1 Business models and popular brands for manual shaving

The big, older shaving brands are increasingly facing competition from smaller players, as mentioned above. There are strong opportunities for brands to use direct and digital interactions to get to know their consumers better, and to use them to guide marketing and launch activities .

However, traditional players such as Wilkinson Sword, Gilette or Bic for disposable razors, are still very much present in the market. They share a major part of the market and sometimes have very specific business models.

The Gilette brand, for example, is based on a business model invented by its creator and adopted by numerous companies for products such as Nespresso coffee makers, Playstations and many others. It can be summed up in one sentence, that of its creator King Kamp Gilette:"Give them the razor, sell them the blades!".it's all about selling the main item at a low price (***), and then selling items/refills to keep it running at high margins .[***] This is how Gilette has established itself as a major player in the men's razor market, as can be seen in Amazon's "best-selling men's razors" category in France:

This chart is proof that Gilette's business model works: most of the brand's Amazon best-selling products ...

3.2 The electric shaver business model and popular brands

We can observe similar trends but different brands among electric shavers. Here, the Philipps brand dominates, with Braun in second place. The business model is similar, with sales also focused on complementary parts such as shaver heads and cartridge refills.

3.3 An innovative market that tries to adapt to new market trends

Here again, we can distinguish between manufacturers of mechanical shavers and electric shavers, around whom the organization and dynamics of the market are structured.

The organization of the mechanical shaver industry is fairly straightforward:

Suppliers of raw materials such as steel and plastic for handles Manufacturers (***) as major players, with their own factories Distributors, mainly mass-market retailers.

R&D and marketing are also crucial issues for manufacturers. The industry leaders stand out for their significant investment in innovation. For example, for the Mach*, a flagship model, Gillette spent over $*.* billion on marketing and R&D, and over $* billion for the Gillette Fusion, with over ** patents registered[***]. Gillette has an observation center in England where consumers come to use products, and an innovation center in Boston where innovation is then realized. The company also innovates in terms of technologies integrated into its products. In ****, it created GiletteLabs, which aims to maintain innovation within the company, with, for example, the recent addition to the catalog of a heated razor that would enable greater comfort when shaving.

In ****, despite an overall decline in shaving frequency, companies such as Nivea and Bulldog Skincare for Men have launched products focused on sustainability and skin well-being. Nivea, ...

3.4 A new business model driven by new players

Even though giants such as Wilkinson, Gilette, Braun and Bic monopolize the men's razor market, new trends are shaking up this order with ideas that are attracting large numbers of customers. One of these trends is online sales, which have quickly become an obstacle to the major players in the market, notably Harry's Inc, which developed by selling elegant shavers at low prices over the Internet, before expanding its physical sales outlets. Faced with this rapid growth of a competitor, and in order to establish itself properly on the Internet thanks to an ally that is already well established there, the parent company of Wilkinson Blade, Wilkinson Inc.re of Wilkinson Blade, Edgewell, bought the razor sales site in **** for $*.** billion, proof of the growing strength these players represent in the market.[***]

More than the online market, it's men's razor subscription services that are in vogue today.the concept is based on a rhythmic, automated delivery (***), which can be more or less supplied with blades, creams, etc....there is already a wide range of products in this market segment, which is also being boosted by increasingly eco-responsible offerings.

The QueBellisimo has compiled a summary of the * best subscriptions in France in ...

3.5 Interview with Alexis de Guitaut, director of the Rasage Classique website

Cantiane:Hello and welcome to Vue d'Ensemble, the podcast that gives you a **-minute insight into the challenges facing a market. My name is Cantiane, and I'm an analyst at Businesscoot, a start-up specializing in market research. Today, we're going to talk about the shaving market, and to do so, I'm joined by Alexis de Guitaut, director of the Rasage Classique website. Alexis, I'd like to start by letting you introduce yourself and, in particular, explain what drew you to the world of shaving.

Alexis:Thank you very much for having me here today. I'm delighted to be taking part in your show and trying to shed some light on this market. My background: I've had a varied career. I went to business school. I first worked in an investment firm, then in an NGO, then in management consulting for the retail sector. Then I set up my first start-up in men's skincare, in shaving. Then I worked in affiliation, in marketing, and entered this market again. I met someone who enabled me to buy this small company, Rasage Classique, which is the leader in this small market of traditional shaving care for men, with the challenge of turning it around ...

4.1 Razor types

The cabbage cutter

Cabbage cutters, also known as straight razors, are designed for those who appreciate a traditional shave. It is very precise and requires a little training to sharpen it and use it safely. The advantage of the straight razor is its long service life, which can make it extremely cost-effective. However, it may require a number of additional accessories, such as lotions, sharpeners, shaving brushes and so on.

Prices for straight razors vary according to range, from €**.** to €***.**.

Electric shavers

Electric shavers deliver a fast, close shave. It can be used without cream, as it's virtually impossible to cut yourself with it. There are two types of shaver within the electric shaver family: the rotary-head shaver and the vibrating-blade shaver. The rotary-head shaver, invented by Philips in ****, consists of round foils fitted with rotating blades. This type of shaver delivers a fast, fairly close shave, and is generally intended for softer beards. The vibrating-blade shaver, on the other hand, has a rectangular head with a microperforated grid under which oscillating blades are mounted. As the hair enters the grid, it is cut by a series of small blades. This is the system adopted by Braun and Panasonic shavers. This ...

4.2 A more qualitative experience

Better-quality blades are a direct result of the gigantic R&D budgets of the major razor companies. Products last longer (***) by offering standard products with less frequent blade quality improvements, thus lowering the average price of its razors. Nevertheless, blades are improving overall.Manufacturers are also trying to personalize their offer by adapting to fashion and developing products more related to beard trimming than close shaving. The trend is also towards unique products, with Gillette going so far as to offer Razor Market in ****, a customizable razor. The concept is simple: Gillette gives its consumers the opportunity to*D print the handle of their razor.

4.3 New products, symbols of consumer trends

Introduced in section *.*, these new products respond to consumer demand, whether for a better customer experience, a more eco-responsible, more functional, more practical or more affordable product. (***)   Bamboo: Wilkinson breaks new ground in disposables with a razor featuring an ultra-thin bamboo handle shaped to use as little material as possible. It comes with six heads for ** to ** shaves. The blades are made from **% recycled steel, and the packaging is in recycled and recyclable cardboard. Short: Nivea's new Sensitive Pro Menmalist range is based on short formulas with no more than ten components. The shaving cream's butane-free pump bottle is made from **% recycled material. Multifunction: Launched in ****, the King C. Gillette extended its range last autumn with the Style Master trimmer. It can trim facial hair, create precise edges or shave desired areas thanks to four cutting elements and a pivoting head.Responsible: Gillette brings out this Sensor * disposable, whose handle contains **% recycled plastic. Sold in packs of three, six or eight in cardboard packaging, it is supported by dedicated in-store point-of-sale displays and a digital campaign. Smooth body: Braun responds to male demand for body care. The BodyGroomer trimmer features three attachments and a head with SkinShield technology designed for sensitive ...

4.4 Pre- and aftershave products

Shaving preparation products

*. Spray Shaving Gels

Spray shaving gels are appreciated for their ease of application and effectiveness. They are generally composed of moisturizing and protective agents that form a slippery layer on the skin, allowing the razor to move effortlessly while reducing the risk of cuts and irritation.

Reference products :

Gillette Fusion ProGlide (***) Nivea Men Sensitive Shaving Gel (***) Bulldog Original Shave Gel (***)

*. Shaving Foam Spray

Shaving foam, also available in spray cans, is a popular traditional option. It's less dense than gel and spreads easily over the face, offering fast, effective preparation for shaving.

Reference products :

L'Oréal Paris Men Expert Hydra Sensitive Shaving Foam (***) Nivea Men Sensitive Shaving Foam (***)

*. Shaving creams, bowls and others

Shaving creams, often packaged in tubes or jars, offer a more luxurious experience and are chosen by those who prefer a traditional shaving method. They require the use of a shaving brush to apply, creating a rich, creamy lather.

Reference products :

Proraso Shaving Cream in a Bowl (***) Taylor of Old Bond Street Sandalwood Shaving Cream (***)

After-shave products

*. Lotions

Aftershave lotions are light liquids that absorb quickly and provide a refreshing sensation. They often contain alcohol, which helps to disinfect small cuts ...

4.5 Focus on online prices for France's favorite products

Amazon databases allow you to find best-sellers by product category and price. We have listed the prices of products in the "manual shaving" and "electric shavers" categories:

5.1 Regulations

Compliance with safety standards: Shaving products, including electric and manual shavers, must comply with strict safety standards to avoid the risk of injury. In France, this generally means compliance with European standards (***), which define safety requirements for electrical appliances and shaving accessories.

Regulations on chemical substances: Related shaving products, such as creams, gels and foams, are governed by cosmetics regulations, which impose restrictions on the chemical substances used. European Regulation (***) No. ****/**** on cosmetic products is a key example, requiring all cosmetic products placed on the EU market to be safe for human health when used under normal or reasonably foreseeable conditions.

Packaging and waste: France has also implemented regulations aimed at reducing the environmental impact of packaging. The European directive on packaging and packaging waste (***) has introduced specific measures to reduce plastic waste, affecting the design and marketing of disposable razors.

Advertising and labeling: French legislation requires that any advertising or labeling of shaving products be clear, precise and not mislead the consumer. This includes accurate information on product features, benefits and precautions for use.

6.1 Positioning the players

The segmentation of companies in the shaver sector is extremely simple: companies are mainly manufacturers of shavers, whether electric or mechanical.

There are very few companies in this market, which is virtually duopolistic for all types of shaver. What's more, brands are often grouped together as subsidiaries of other, larger groups. Braun, for example, is marketed by The Gillette Company, itself a subsidiary of Procter and Gamble.

• Procter & Gamble
• BIC Groupe
• Gillette (Procter & Gamble)
• Braun (Procter & Gamble)
• Edgewell Personnal Care Group - Wilkinson
• Gentleman Barbier
• Caliquo
• Art du Barbier
• Thiers-Issard
• Planète Rasoir
• Mühle
• Plisson 1808
• Monsieur Barbier
• Edwin Jagger
• Big Moustache
• Rasage Classique