This research report on the women’s razor market offers covers market sizing and forecast, share, industry trends, growth drivers, and vendor analysis. The market study includes insights on segmentation by products (cartridge, disposable, safety, and straight razors), channels (offline and online), usage (facial and body), blades (carbon steel and stainless steel), and geography (North America, Latin America, Europe, APAC, and MEA).
Vendors are implementing sustainability practices to drive sales and motivate consumers to go green
The concept of gender-neutral products is emerging as one of the major drivers in the women’s razor market. Vendors are increasingly marketing products with simplistic, bold, or minimal designs. Vendors have desexualized the gender narrative by losing the clichés and choosing colors of mint, taro, and pomelo for a wide gender-neutral outlook. Further, the portability of women razor is an emerging trend. As women spend more time out of home, whether on the job, while vacationing, or simply road-tripping, there is a demand for portable and easy to use and carry models.
Sphynx launched the world's first all-in-one portable model, which features a refillable water spray bottle, two razor cartridges, and a lather bar with essential oil.
Further, as more consumers are beginning to choose brands with a green vein and philanthropic endeavors, marketing initiatives and brand habits are expected to shift toward eco-friendly products. Vendors are following sustainability practices to drive sales and motivating consumers to go green, which is likely to fuel the market in the coming years. Preserve, a company introduced environment-friendly triple razor system handles that are 100% recycled from no.5 (polypropylene plastics) obtained from former yogurt cups. The women’s razor market is expected to grow at a CAGR of around 4% during 2018–2024.
This research report includes detailed segmentation by product, channel, usage, blade, and geography.
Women’s Razor Market: Product
Increase in updates in cartridge razor is expected to influence the segment in the coming years
Cartridge razor models are cost-effective, convenient, and user-friendly products for shaving in developing countries. Increased updates, which include the use of gel strips and the growing number of blades, are boosting the market share. Further, cartridge models are fitted with protective barriers, and swiveling heads that allow consumers to shave at any angle. Changing shopping behaviors and the increased competition from other hair removal agents is expected to influence the segment in the coming years. The rise of aromatherapy in the shaving industry market is expected to affect the market share of the segment in the future.
The disposable segment is expected to grow at a CAGR of 3.48% during the forecast period. The convenience and cost-effectiveness of disposable models have increased their share in the women razor industry. However, the spurt in the middle-class population has driven the demand for low-priced products in developing countries, including disposable ones. The safety razor segment is expected to witness the fastest CAGR during the forecast period. The uptake has been growing due to their high durability and the image of being “green.”
Women’s Razor Market: Channel
The online segment is benefitting from cutting out marketing expenses on traditional mediums and inefficiencies of the retail space
Offline channels serve as a perfect platform for product enlightenment. The offline distribution channel segment has the largest share and is dominated by large global shaving companies. Vendors rely on the lock-in retention strategy to spur sales of blades. Further, the market is witnessing growing partnerships among retailers that are looking to leverage the foot traffic in the digital era and are ready to put brands that are popular within certain subcultures on a pedestal.
The online segment is expected to observe promising growth during the forecast period. Online channels have gained momentum due to the growth in the millennial population that prefers to shop and purchase merchandise online. The segment is benefitting from cutting out marketing expenses on traditional mediums and inefficiencies of the retail space.
Women’s Razor Market: Usage
Vendors are coming up with women-centric razor that are sensitive, sustain the body’s moisture, and provide a burn-free shaving experience
The transformation of hair removal practice from an “optional beauty” activity to a “necessary hygiene” exercise has majorly contributed to the growth of the body razor segment. Vendors are creating women-centric models that are sensitive, sustain the body’s moisture, and provide a burn-free shaving experience. This segment captured the highest share in 2018 and is expected to continue its dominance during the forecast period.
The increasing prevalence of polycystic ovary syndrome, which leads to excessive hair growth on the face, is contributing to the growth of facial razor models. The popularity of dermaplaning, a face shaving procedure to remove facial hair and exfoliate the skin mechanically, is expected to increase the demand. This segment is likely to witness steady growth during the forecast period. However, the segment is expected to decline in its revenue because of new trends such as colored cosmetics and contouring.
Women’s Razor Market: Blade
The demand for carbon steel razor is expected to come from low-income countries such as Indonesia and Vietnam
Vendors have largely diversified their blade offerings by adding coatings that reinforce the blade’s basis specific shave characteristics. They are continually upgrading their blade offerings and are launching eco-friendly models and body hair products to capitalize on the growing movement to “re-right” rules regarding hair on the skin. Stainless steel and carbon steel are the two major types of blades. The stainless-steel segment dominated the market in 2018 and is likely to maintain its dominance during the forecast period. However, vendors have not made any significant headways in improving stainless steel blade technology, thereby witnessing stagnated growth.
The carbon steel segment is expected to witness steady growth during the forecast period. Carbon steel ones are limited in usage; however, these offer a high level of comfort and quality. While a vast majority of vendors are involved in the manufacturing of stainless steel, innovative manufacturers such as Dovo still rely on carbon steel models. Also, the demand for carbon steel ones are expected to come from low-income countries such as Indonesia and Vietnam.
Women’s Razor Market: Geography
North America has the largest market share in 2018, as the practice of hair removal is a common exercise
Shaving and grooming practices vary widely across the world. While in some region such as the Middle East, they are part of the culture’s rites of passage; they are purely aesthetic-guided routines in other countries. North America has the largest market share in 2018, as the practice of hair removal is a common exercise. Shaving has heavily been preferred with almost two-thirds of the women going all clean in North America.
In Europe, the demand stands in contrast to North America. A majority of the European market do not “wet shave,” and a large proportion of the women population does not go hair-free on their legs and underarms. However, the practice of hair removal in Europe varies from country to country. Growing household disposable incomes have stimulated the Europe market.
APAC is witnessing increased spending on personal care and hygiene products. Driven by a highly active economy, the region is characterized by rising incomes and an expanding middle class. Refillable and disposable models are likely to gain profits in the region. Korea and Australia are emerging as major profitable markets. The South Korean economy is stalling. An aggravated trade war between China and the US has had negative repercussions for the export-driven country such as Korea.
Further, in Saudi Arabia, an increasing number of working women and a budding social life have driven the demand. Medical shops are emerging as the most significant revenue drivers for the market in the MEA region. Razor strips with vitamin E, flower essences, and other plant-derived ingredients are expected to increase the market share in Colombia.
Key Profiled Countries
Key Vendor Analysis
The market is heavily concentrated. Vendors are designing a razor that suit the movement through the contours of the woman’s body and makes it easy to shave hard-to-reach places. The industry is ripe for disruption. There are not many motivating factors for improving the shaving experience because the product in its most basic form does its job well. However, coming up with new product lines, business models, or patented features has become an effective strategy to develop a competitive edge. Therefore, from on-demand services to environment-friendly products, a range of new companies are trying to change the face of the market.
Other prominent vendors are All Girls Shave Club, Angel Shave Club, Billie, Cavallix, Dorco, Edwin Jagger, Feather, FFS, grüum, Kai, Kaili, Oscar Razor, Oui Shave, Parker Safety Razor, Preserve, Pure Silk, ShaveMOB, Sphynx, and Super-Max.
Key Market Insights
The report provides the following insights into the market for the forecast period 2019–2024.
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