市場調査報告書：米国のシェービング、除毛製品

Do you know how to increase your share of the hair removal market?

The $2.1 billion shaving and hair removal products market has increased 14.5% between 1998 and 2003. However, when adjusting for inflation, that increase translates to only 1.5%. In a way, the 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.

INTRODUCTION AND ABBREVIATIONS

Introduction
Other Relevant Reports
Definition
Abbreviations & Terms
Abbreviations
Terms
Men Increasingly Interested in Grooming
Women's Products to Suit Different Needs
Professional Treatments May Challenge At-Home Solutions
A $2.1 Billion but Largely Flat Market
Market Segmentation: Hardware and Soft Goods
Gillette Leads the Shaving Market
Gillette Also Leads in Advertising
Drug Stores Main Shopping Venue
Usage of Disposable and Non-Disposable Razors About Equal
Shaving Cream Used by Half of Respondents
Men's Attitudes and Opinions about Shaving Products
Women's Attitudes and Opinions about Shaving Products
Men's Products and Needs
Women's Products and Needs
Future Favors More Extensive Male Grooming
Men's Interest in Grooming
Different Needs at Different Lifestages
Figure 1: U.S. male population, 2000 & 2002
Men's Products - New Technology to Encourage Trade Ups
Products for Women
Lifestages and Needs
Figure 2: U.S. female population, 2000 & 2002
Products Specifically for Women
Professional Treatments Challenge the At-Home Market
Figure 3: Total U.S. retail sales of shaving and hair removal products, at current and constant prices, 1998-2003
Graph 1: Total U.S. retail sales of shaving and hair removal products, at current and constant prices, 1998-2003*
Introduction
Figure 4: Sales of shaving and hair removal products, segmented by type of product, 2001 & 2003*
Graph 2: Sales of shaving and hair removal products, segmented by type, 2003*
Hardware
Refill Razor Blades
Figure 5: Sales of refill razor blades, at current and constant prices, 1998-2003
Power Shavers
Figure 6: Sales of power shavers, at current and constant prices, 1998-2003
Disposable Razors
Figure 7: Sales of disposable razors, at current and constant prices, 1998-2003
Non-Disposable Razors
Figure 8: Sales of non-disposable razors, at current and constant prices, 1998-2003
Software
Shaving Cream
Figure 9: Sales of shaving cream, at current and constant prices, 1998-2003
Depilatories
Figure 10: Sales of depilatories, at current and constant prices, 1998-2003
Manufacturer Sales
Figure 11: Manufacturer sales of shaving and hair removal products in the U.S., 2001 & 2003
Manufacturer and Brand Sales-Hardware
Refill Razor Blades
Figure 12: Manufacturer brand sales of refill razor blades in the U.S., 2001 & 2003
Power Shavers
Figure 13: Manufacturer brand sales of power shavers in the U.S., 2001 & 2003
Disposable Razors
Figure 14: Manufacturer brand sales of disposable razors in the U.S., 2001 & 2003
Non-Disposable Razors
Figure 15: Manufacturer brand sales of non-disposable razors in the U.S., 2001 & 2003
Manufacturer and Brand Sales-Software
Shaving Cream
Figure 16: Manufacturer brand sales of shaving cream in the U.S., 2001 & 2003
Depilatories
Figure 17: Manufacturer brand sales of depilatories in the U.S., 2001 & 2003
Company Profiles
The Gillette Company
Energizer Holdings, Co. (Schick)
Philips Electronics North America (Norelco)
Rayovac Corporation (Remington)
Société BIC
S.C. Johnson & Son
Colgate-Palmolive
Church & Dwight Company
Del Laboratories, Inc.
The Gillette Company
Energizer Holdings, Co. (Schick)
Société BIC
Church & Dwight
Rayovac Corporation (Remington)
Philips Electronics North America (Norelco)
Introduction
Figure 18: U.S. retail sales of shaving and hair removal products, by channel, 2001 & 2003
Drug Stores
Figure 19: U.S. drug store sales of shaving and hair removal products, at current and constant prices, 1998-2003
Drug Store Operating Data
Figure 20: Top drug store operating statistics, latest fiscal year-end
Figure 21: Percentage change from latest fiscal year-end versus year prior
Figure 22: Top Drug Store Quarterly statistics, latest quarter end, 2002 vs. 2003
Supermarkets
Figure 23: U.S. supermarket sales of shaving and hair removal products, at current and constant prices, 1998-2003
Supermarket Operating Data
Figure 24: Top supermarket operating statistics, latest fiscal year-end
Figure 25: Percentage change from latest fiscal year-end versus year prior
Figure 26: Top supermarket quarterly statistics, latest quarter end, 2002 vs. 2003
Introduction
Shaving Hardware - Adults
Usage of disposable, non-disposable razors and electric shavers
Figure 27: Usage of shaving hardware, January 2003-September 2003
Figure 28: Usage of shaving hardware, by gender, January 2003-September 2003
Figure 29: Usage of shaving hardware, by age, January 2003-September 2003
Figure 30: Usage of shaving hardware, by household income, January 2003-September 2003
Figure 31: Usage of shaving hardware, by race/ethnicity, January 2003-September 2003
Blades for Non-Disposable Razors
Figure 32: Type of blade used for non-disposable razor, January 2003-September 2003
Figure 33: Type of blade used for non-disposable razor, by age, January 2003-September 2003
Figure 34: Type of blade used for non-disposable razor, by race/ethnicity, January 2003-September 2003
Disposable Razors - Frequency of Use
Figure 35: Frequency of usage of disposable razors (in seven-day period), January 2003-September 2003
Figure 36: Frequency of usage of disposable razors (in seven-day period), by gender, January 2003-September 2003
Figure 37: Frequency of usage of disposable razors (in seven-day period), by age, January 2003-September 2003
Electric and Battery Shavers - Frequency of Use
Figure 38: Frequency of usage of electric or battery shavers (in seven-day period), January 2003-September 2003
Figure 39: Frequency of usage of battery and electric shavers (in seven-day period), by gender, January 2003-September 2003
Figure 40: Frequency of usage of battery and electric shavers (in seven-day period), by age, January 2003-September 2003
Figure 41: Frequency of usage of battery and electric shavers (in seven-day period), by race/ethnicity, January 2003-September 2003
Electric and Battery Shavers - Type Used
Figure 42: Type of electric/battery shaver used, January 2003-September 2003
Figure 43: Type of electric and battery shaver used, by gender, January 2003-September 2003
Figure 44: Type of electric and battery shaver used, by age, January 2003-September 2003
Figure 45: Type of electric and battery shaver used, by race/ethnicity, January 2003-September 2003
Shaving Cream - Adults
Use of Shaving Cream
Figure 46: Usage of shaving cream, demographic summary, January 2003-September 2003
Figure 47: Types, kinds, and forms of shaving cream used, January 2003-September 2003
Figure 48: Types, kinds, and forms of shaving cream used, by gender, January 2003-September 2003
Figure 49: Types, kinds, and forms of shaving cream used, by age, January 2003-September 2003
Figure 50: Types, kinds, and forms of shaving cream used, by race/ethnicity, January 2003-September 2003
Shaving Cream - Frequency of Use
Figure 51: Frequency of usage of shaving cream (in seven-day period), January 2003-September 2003
Figure 52: Frequency of usage of shaving cream (in seven-day period), by gender, January 2003-September 2003
Figure 53: Frequency of usage of shaving cream (in seven-day period), by age, January 2003-September 2003
Shaving Hardware - Teenagers
Shaving hardware - Teen Usage of disposable, non-disposable razors and electric shavers
Figure 54: Teen usage of shaving hardware, January 2003-September 2003
Figure 55: Teen usage of shaving hardware, by gender, January 2003-September 2003
Disposable Razors - Teenagers' Frequency of Use
Figure 56: Frequency of teen usage of disposable razors (in seven-day period), January 2003-September 2003
Figure 57: Frequency of teen usage of disposable razors (in seven-day period), by gender, January 2003-September 2003
Blades for Non-Disposable Razors - Teenagers
Figure 58: Type of blade used for non-disposable razor by teens, January 2003-September 2003
Electric and Battery Shavers - Teenagers Frequency of Use
Figure 59: Frequency of usage of electric or battery shavers by teens (in seven-day period), January 2003-September 2003
Shaving Cream - Teenagers
Use of Shaving Cream - Teenagers
Figure 60: Types, kinds, and forms of shaving cream used by teens, January 2003-September 2003
Figure 61: Types, kinds, and forms of shaving cream used by teens, by gender, January 2003-September 2003
Shaving Cream - Teenagers' Frequency of Use
Figure 62: Frequency of usage of shaving cream by teens (in seven-day period), January 2003-September 2003
Men's Attitudes and Opinions about Shaving and Shaving Products
Male Purchase of Shaving Products
Figure 63: Men's opinions concerning purchase of shaving products, March 2004
Figure 64: Men's opinions concerning purchase of shaving products, by age, March 2004
Figure 65: Men's opinions concerning purchase of shaving products, by household income, March 2004
Male Opinion of Effectiveness of Shaving Products
Figure 66: Men's opinions concerning the effectiveness of shaving products, March 2004
Figure 67: Men's opinions concerning the effectiveness of shaving products, by age, March 2004
Men's Product Preference, Disposable, Non-Disposable Razors
Figure 68: Men's product preference for razors, March 2004
Figure 69: Men's product preference for razors, by age, March 2004
Figure 70: Men's product preference for razors, by household income, March 2004
Types of Hair Removal Techniques Used by Men
Figure 71: Men's usage of specific body hair removal systems, March 2004
Figure 72: Men's usage of specific body hair removal systems, by age, March 2004
Male Shaving Behavior Patterns
Figure 73: Men's behavior patterns with respect to shaving and hair removal, March 2004
Women's Attitudes and Opinions about Shaving and Shaving Products
Women's Opinions About Usage of Shaving Products
Figure 74: Women's opinions concerning usage of shaving products, March 2004
Figure 75: Women's opinions concerning usage of shaving products, by age, March 2004
Figure 76: Women's opinions concerning usage of shaving products, by household income, March 2004
Women's Attitudes Towards Shaving Issues
Figure 77: Women's attitudes towards shaving issues, March 2004
Figure 78: Women's attitudes towards shaving issues, by age, March 2004
Women's Product Preference, Disposable, Non-Disposable Razors
Figure 79: Women's razor preference, March 2004
Figure 80: Women's razor preference, by age, March 2004
Figure 81 Women's razor preference, by household income, March 2004
Women's Home and Professional Hair Removal Service Usage Patterns
Figure 82: Home and professional hair removal service usage patterns, March 2004
Figure 83: Home and professional hair removal service usage patterns, by household income, March 2004
Summary
Men's Products and Needs
Introduction
Trade ups and added benefits
Need for youthful appearance
Targeting the Teen
Women's Products and Needs
More hair removal at younger ages
Changing needs of older women
Total Shaving and Hair Removal
figure 84: forecast of u.s. retail sales of shaving and hair removal products, at current and constant prices, 2003-2008
Refill Razor Blades
Figure 85: forecast of u.s. retail sales of refill razor blades, at current and constant prices, 2003-2008
Power Shavers
Figure 86: Forecast of U.S. retail sales of power shavers, at current and constant prices, 2003-2008
Disposable Razors
Figure 87: Forecast of U.S. retail sales of disposable razors, at current and constant prices, 2003-2008
Non-Disposable Razors
Figure 88: Forecast of U.S. retail sales of non-disposable razors, at current and constant prices, 2003-2008
Shaving Cream and Depilatories
Figure 89: Forecast of U.S. retail sales of shaving cream and depilatories, at current and constant prices, 2003-2008
Forecast Factors
Figure 90: New product introductions of shaving and depilatory products, 1999-2003
M3Power Powered Shaving System
Schick-Wilkinson Sword Schick Quattro
Old Spice High Endurance After Shave Products
Lineance European Body Essentials Leg and Body Hair Remover Kit
Schick Intuition All-In-One Shaver
Nair Peach Melon Microwavable Roll-On Sugaring Wax
Nad's Facial Wand
Gillette Sensor 3 For Women
Consumer Research
Sampling & Weighting
Presentation & Definition
Further Analysis
Trade Research
Informal trade research
Formal trade research
Desk & Internet Research
Sources
Definitions
Forecasts
Mintel Publications
Mintel Services
Product retrieval
Retail audits
Tailored research
Global New Products Database
Research Support/Consultancy/MIC
The Mintel Information Centre (MiC)
PR Research

米国のシェービングおよび除毛製品市場

Shaving and Hair Removal Products - US - April 2004

Contents

INTRODUCTION AND ABBREVIATIONS

EXECUTIVE SUMMARY

MARKET DRIVERS

MARKET SIZE & TRENDS

MARKET SEGMENTATION

SUPPLY STRUCTURE

ADVERTISING & PROMOTION

RETAIL DISTRIBUTION

THE CONSUMER

FUTURE & FORECAST

FUTURE TRENDS

MARKET FORECAST

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: NEW PRODUCT DEVELOPMENTS

CATEGORY REVIEW

NEW PRODUCT BRIEFS

APPENDIX: RESEARCH METHODOLOGY

APPENDIX: WHAT IS MINTEL?