Demographic and Consumer Trends: Men's Wet Shaving.

In order to correctly identify Gillette's target consumer I will looking a variety of resources including websites such as 'Mintel' and 'Brad', as well as a variety of books including 'Consumer Behaviour'.

Wet Shave Razor Consumer Demographic.

Mintel- Men's and Women's Shaving and Hair Removal- UK- September 2013.

*The Consumer- Product Usage Frequency and Purchasing Amongst Men.

''Social acceptance of male body hair has resulted in a lower frequency of hair removal, although areas associated with hygiene issues, such as the armpits and pubic region, are within the top eight areas for male hair removal, particularly through shaving or trimming.''

''Younger men are much more likely to have a relaxed approach to facial hair than older men, resulting in less frequent hair removal. Only one in ten 16-24-year-olds shave their jawline/chin once a day in contrast with 53% of 55+-year-olds.''

''Wet/dry shaving enjoys the highest level of uptake by men, offering a quick, easy and inexpensive form of hair removal. Trimming is also popular for men wanting to maintain a well-groomed look without going hair-free.''

''Shaving preparations are the most purchased shaving and hair removal product, with 61% of men buying within the last year. However, despite being the heaviest users of shaving products for the beard area (84%), men aged 55+ are also the least likely to buy shaving preparations, at 48%.''

Men’s frequency of hair removal from body areas, by top 8 areas, July 2013

The frequent removal of facial hair far outweighs the frequent removal of body hair, due to the social acceptance of Male body hair. 

''Men aged 55 and over are significantly more likely than younger men to remove beard hair on a daily basis, with 53% removing hair from the jawline/chin every day compared with just 10% of 16-24-year-old men-  85% of men like to be well groomed, which increases with age.''

''Only 6% of men aged 65 or over feel that you don’t need to be clean-shaven to look professional, in contrast with 35% of 25-34-year-olds. However, although older men deem a clean shave more professional looking, once out of employment, they may be less inclined to shave. Research conducted for this report shows that when men reach retirement, their use of shaving products falls significantly. More than one in five (22%) of retired do not remove hair from their jaw or chin, compared to 14% of men who are in full-time employment.''

''Hair removal from the face far outstrips body hair removal for men. Beard hair in particular is regularly targeted, with 30% removing hair from their jawline/chin once a day and 40% removing it on a weekly basis. Those most likely to frequently remove hair from the jawline/chin are 55+-year-olds (53% vs 10% of 16-24-year-olds), and those from villages or rural locations (38% vs 26% of urban dwellers), who are less likely to be influenced by fashion trends for growing facial hair- only 15% of men aged 55-64 and 21% from a rural location have a beard or stubble, in contrast to 34% of 16-24-year-olds and 32% from urban locations.''

''A disconnect exists between men who regularly remove hair from their jawline/chin and those who remove hair from their upper lip: three in ten remove upper lip hair and four in ten remove hair from the jawline/chin on a weekly basis. Whilst the popularity of charity events such as Movember have increased the incidence of moustaches, it is unlikely that this can account for such a large discrepancy, and is more likely to be the result of men considering their jawline/chin to incorporate their entire beard area.''

''In August 2013, Mintel conducted an online discussion on the topic of hair removal. Participants were asked about their hair removal routines. Some of the male respondents indicated that they remove beard hair not because of pressure to do so, but due to comfort issues."

Despite having to shave daily Men are reluctant to look to more fiddly, painful and expensive forms of hair removal even though they would be long lasting. Shaving is strongly recognized as a masculine pursuit and is unlikely ever to be replaced by waxing etc. Wet shaving is by far the most popular of hair removal with Men being the most purchased in 2012 due to being easy to use and in expensive.

Mintel suggests that the older Man is a more frequent user of wet razor products due to shaving daily in comparison to younger men shaving less frequently. I don't believe this is due to increased popularity within the older generation, but due to the fact that they have much coarser and faster growing hair than the younger generation of Men. It is also suggested that due to the increased fashion of beards, Men's wet shave razors will be affected; I don't believe this to be true, due to only 27% of Men actually having a beard/stubble and 15% wanting to keep it trimmed and neat with a wet shave razor.

Beyond the face Men are most likely to remove hair from the armpits and pubic area- attractiveness and hygiene are the main reasons for this. Just under 1/4 of 15-24 year olds remove unwanted pubic hair once a month with just 3% of Men aged 55+. Gillette encourage consumers to take a razor to the areas that they would not usually feel confident in shaving due to the fear factor. Men are very brand loyal and particular about the products, with Gillette being the most popular of the companies in the market.

"Men aged 55+ are most likely to shave their jawline/chin (84%), in contrast with 67% of 25-34-year-olds. According to Mintel’s Men’s Toiletries report, only 15% of 55-64-year-olds have a beard or stubble vs four in ten 25-34-year-olds, deeming a clean-shaven look to be more professional. With men staying in work for longer it is likely that they will continue to look for shaving products.

Shaving the jawline/chin is most favoured by men from the North West (86%) and Yorkshire/Humberside (85%), as well as 86% from a rural location. Men in London are most likely to want a more groomed yet varied appearance: 63% of Londoners wet or dry shave, whilst one in five trim the area, in contrast with just 8% from the North West. As highlighted in Mintel’s Men’s Toiletries report, men in London are most concerned over their appearance: 30% feel it is important that their hair looks good, and 20% like to ensure that their beard or stubble always looks neat.

In general, body and facial hair on men is widely accepted, however ear and nose hair, and even stray eyebrow hair is a different story as they are often considered to be unattractive side-effects of ageing. This has resulted in plucking faring relatively well for smaller body areas (32% usually pluck eyebrows, 28% pluck nose hair and 26% pluck ear hair), which offers easier accessibility and longer-lasting results than shaving." 

Figure 73: Hair removal products/services purchased by men over 12 months to July 2013, July 2013.

Base: 950 male internet users aged 16+ who have removed any hair.

It is clear that Men prefer to use less painful and invasive forms of hair removal such as shaving and trimming due to strong male associations. Shaving is seen as a very masculine trait which is passed down from father to son as a passage to manhood. Creams, waxing and epilators are generally associated as being a "female" hair removing system; hence the low amount of Men who use these products. Manual products tend to be more popular than battery powered products, particularly refillable, which have a more premium positioning and higher price point than disposable razors, due to the refillable razors being more durable and often coming with multiple blades. These products are of a particular appeal to those with a household income of £50,000 and above (47%), compared with a third of men living in a household with an income of £15,500 or less, and the C2 socio-economic group (45%). Older Men aged 55+ tend to favor soap and water in comparison to shaving creams and foams. This highlights the importance of promoting the use of shaving preparations to young men as being integral to the shaving routine in order to harness usage and loyalty as they age. 

*The Consumer- Buying Shaving and Hair Removal Products.

"Men are more brand-loyal than women and less likely to feel own-label products are as effective as branded (17% compared to 26% in the razor category)."  

"Hair removal products, especially razors and shaving preparations, can have unisex appeal, targeting women shopping for themselves and a partner (30%), as well as those who feel men’s products are more effective (15%)." 

"Young adults, having just gone through puberty, are less experienced in the field of shaving and hair removal and may not have set hair removal routines or brand preferences, leading to 34% of those in full-time education looking for product recommendations."

Figure 80: Attitudes towards buying shaving and hair removal products, by gender, July 2013

Base: 1,665 internet users aged 16+ who buy shaving and hair removal products.

Men are less likely to purchase unbranded products due to feeling they don't work as efficiently as the branded ones. As men predominantly shave their faces, rather than areas of their body which are covered, they are likely more open to spending extra money on these products. 

"As well as showing an affinity for branded products, men show greater levels of brand loyalty: 19% like to buy the same brand of shaving creams, gels and foams as their razor, and 12% look for the same brand as their facial skincare products. This shows brand trust is high amongst men and ranges which offer a wide variety of products can benefit. "

***As well as one in five men, some 15% of women feel men’s shaving products are better than women’s. Three in ten women buy their partner’s shaving and hair removal products, suggesting there may be interest in unisex or dual products, to appeal to those who buy products for themselves as well as a partner, or who feel men’s products are more effective.***

"Young adults are the most likely to look for product recommendations from friends and family: 31% of 16-24-year-olds and 34% of those in full time education, compared to an average of 18%. Young adults, having just gone through puberty, are less experienced in the field of shaving and hair removal and may not have set hair removal routines or brand preferences. Brands can play a role in helping young adults choose products by offering point of sale product demonstrations as well as quizzes to tailor product recommendations."

"Just 15% of women and 12% of men buy products that they have seen advertised, likely a contributory factor to the adspend vs sales ratio falling to 5% in 2012 (see Brand Communication and Promotion section). This lack of interest in traditional advertising presents an opportunity for brands to interact more with consumers via social media and other interactive platforms. YouTube demonstrations and product tutorials have proved popular; the Gillette YouTube channel has 14,159 subscribers (correct as of September 2013) with videos such as Manscaping: How to shave ‘down there’ receiving nearly 6 million views (September 2013)."

Men are looking for branded products that they will be loyal to. The above text also briefly mentions Females stating that Men's shaving products are better than women's, which is increasing rationale for the proposal idea of a security travel case for a Men's razor product. There is also room in the market for a humourous and attention grabbing campaign that will focus on the Male consumer and reaching out to solely them. 

*The Consumer- Innovation In Shaving and Hair Removal.

Reflecting on the cost of razors, men are less likely to purchase disposable razors that last longer (38%). Urbanities with a typically younger age profile are more likely to be frequent users of hair removal due to working/social environments and will therefore be more willing to pay more for innovation. Men also favor longer lasting disposable razors, that work first time and will therefore be designated to household shop; they desire the endurance of Gillette and Wilkinson Sword. 

Men's Toiletries- UK- October 2013.

*Attitudes Towards Appearance.

Mintel recently released an infographic concerning consumer behaviour and products in the Mens toiletry market comparing 2012 and 2013- shown above.

According to forecasters unemployment rates are set to fall in 2014; due to this increase in disposable income, Mintel believes that the Men's toiletry market will see increasing growth. The recent trend for facial hair will increase the opportunity for new and innovative facial grooming and care products for Men whom choose to have a beard. Younger men aged between 25- 34 years in particular tend to be the key consumer of toiletry products for aesthetic purposes in comparison to 69% of the 55+ age group only using these products for hygiene purposes. Shaving and depilatories seen a 6% rise in innovative product launches going from 7% to 13% of the overall toiletry markets launches. 49% of Men believe it to be important that they are clean shaven every day, a 1% rise from 2012 although 50% of men do not shave everyday a 1% rise from 2012. In 2013 28% of men said have a beard/stubble a 1% rise once again in comparison to 2012.