Men's Grooming in the US

PROSPECTS

Men’s shaving continues to struggle

Over the review period, men’s shaving faced tough times in the US. In 2017, despite the aggressive strategies of traditional players and the success stories of direct-to-consumer brands, the category saw its sales drop once again.

Consumers want it all: affordable, convenient, personalised and premium

The theory behind the success of shaving clubs is that men were dissatisfied with the shaving products available and wanted more. Men want high-performance products at affordable prices, products tailored to their specific needs, and also want a simplified and pleasant shopping experience.

The future will no longer depend on features, at least in shaving

Unlike in the past, adding features and making products pricier will no longer work to increase sales in men’s shaving. It is expected that growth will come from responding to consumers’ changing needs in terms of pricing, distribution and perceived quality.

COMPETITIVE LANDSCAPE

Shaving clubs are only part of the equation

Online sales increased exponentially over the review period, but competence comes from all sides, and even beyond men’s shaving, as consumers are also shifting to other options, such as electric shavers or barber shops.

Retailers join the battle

The enviable double-digit growth seen by online retailers such as Dollar Shave Club, Harry’s and Bevel encouraged other small players to also venture into this arena. From 2014, companies such as Shave Mob, Wet Shave Club, Birchbox Man, Morgans and Dollar Beard Club expanded the options for consumers, challenging not only manufacturers but also retailers.

Innovation from both small and large brands, premium and mass

Edgewell and Procter & Gamble launched their own subscription offers. Also, at the end of 2016, Edgewell acquired the Bulldog line of men’s skin care products to expand its presence in men’s toiletries.

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