The men's razor market - Italy

1.1 Definition and presentation

The men's razor market is a sub-segment of the men's health and beauty market. The razor is a device used by men primarily for shaving facial hair. Specifically, the straight razor-also known as coupe-choux-is a large, entirely bare blade used by hairdressers or amateur enthusiasts. On the other hand, in a safety razor only part of the blade is exposed. The market for men's razors can be segmented by product type (cartridge, disposable, or electric), distribution channel, and geographic area.

The global razor market is going through a good period, estimated at $23.08 billion in 2021, and is expected to register a CAGR (compound annual growth rate) of 5.8 percent during 2021-2030 to reach $38.34 billion by 2030.

As with the rest of Europe, shaving remains an integral part of men's routines for Italians. Data confirm that the men surveyed shave their faces at least once a week-57 percent also shave when staying at home for long periods of time.The results reveal that 84 percent of respondents consider shaving to be a form of self-care (83 percent in Italy), while 52 percent say shaving is a part of their daily routine that they enjoy doing (45 percent among Italians) while 58 percent believe shaving is a necessary action.

Given the trends highlighted above, it can be inferred that the Italian men's razor market is very fragmented, and many products are sold to meet the different needs and preferences of all consumers. Gillette and Wilkinson are the major players in that market, so Italian consumers rely mainly on products imported from the United States and the United Kingdom. However, the offering of innovative blades and razors by these companies allows for enormous interest in the market for such products, so it is easy to see why the sector is set to grow.