small appliances grooming – male and female Grooming still a hit
Both shaving and haircare showed good growth during the last year, on a combination of male hair trimming, female epilation and hairstylers.
Total shaving is worth £175.7 million and total haircare £154 million and both increased in value by around 13.5%. Shaving is the better prospect of course, with higher-priced products, so volume sales was up 4.9% to 4.5 million units compared to 7.6% on 7.98 milllion in haircare.
Haircare and shaving
Hairstylers though, at £102.5 million, are actually ahead of what is considered to be the dominant product area in grooming, male shaving. This is worth £94.9 million, but average price in male shaving is £51.27 compared to £22.32 for hairstylers. Key performers across the categories varied, showing a distinct change in trends – for
men’s body hair, precision grooming products did extremely well, although from a relatively low base (up around 55% in value and volume to £3.55 million and around 194,000 units), while their artistic counterparts in female grooming – ladies trimmer and trim & shape – fell sharply away by between 24% and 46% in value and volume respectively.
£
Celebrity trends still have their sway and the latest facial hair styles favoured by sport and film stars have kept beard trimmers in a healthy position (13% sales value growth).
The same is true on the haircare side, with women’s fashion and accompanying hairstyles on the catwalks and in gossip magazines setting a trend. Perhaps less sure though is which celebrity’s hairstyles led this last year to a rise in sales of crimpers, heated rollers and hot air stylers – quite a combination – but they were the top performers.
Athletes now tend to be as fashion- conscious as footballers or film stars, so
IndependentElectricalRetailer Market trends
✔ Total shaving is worth £175.7 million and total haircare £154 million. Both were up in value by around 13.5%.
✔ Shaving tends to have higher-priced products, so offer more return – up 4.9% to 4.5 million units, with haircare up 7.6% to 7.98 milllion.
✔ Men’s shavers were worth £94.9 million, while total hairstylers £102.5 million but average price in male shaving is £51.27 compared to £22.32 for hairstylers.
✔ Epilation versus ladies shavers – epilation continues to put in a good sales performance, up nearly 55% in value to £24.6 million and over 30% in volume to 492,326 units.
✔ A definite change in trends – male grooming still keen on precision trimming, female grooming less so.
✔ A keen interest in the grooming regimes and styles of male and female celebrities has an impact on this category. Expect to see some interesting moves as the whole nation follows fashion-conscious athletes at the 2012 Olympics.
84 BusinessBook2011
in association with GfK
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