in association with GfK
small appliances grooming – male and female
with the Olympics in 2012, it will be interesting to see if that leads to any specific head and facial hair styles.
Who buys?
Grooming has long been a trend-driven category, but also coupled with significant technological advances, designed to give a smoother shave, pain-free epilation or longer- lasting hairstyle. Colour and design are also key in the purchasing decision, with products, and corresponding prices, aimed at certain consumer profiles. ■
Men’s and ladies’ grooming – value and volume trends in 2010 Value
Value £
TOTAL SHAVING Men’s shavers Beard trimmer Bodygroomer
Nose/ear trimmer Precision grooming
Ladies’ shavers Epilators
Ladies’ trimmer Ladies’ trim & shape
175.71m 94.9m 22.1m 1.86m 5.9m
3.55m 7.6m 24.6m
418,463 1.4m
Volume
4.94m 1.85m
Volume
% growth (‘000 units) % growth 13.54 2.32
12.57 9.94 8.98 54.5
7.01
54.97 -24.26 -31.22
949,673 57,838
790,889 193,923
429,218 492,326 48,113 60,311
4.9 0.1 9.1 8.7 2.1
55.7 3.7
30.3 -29.4 -46.3
Source: GfK
Haircare – value and volume trends in 2010 Value
Value £
Total haircare Total dryers
Total hairstylers Brush only
Crimper only Heated rollers Hot air styler Multi styler Straightener Tong only
154.0m 51.5m
102.5m 1.1m 3.4m 5.2m
10.8m 3.8m
59.5m 18.4m
Volume
7.98m 3.39m 4.59m
Volume
% growth (‘000 units) % growth 13.57 14.53 13.09 3.69
381.23 23.16 77.07 -37.58 -0.7
46.33
110,600 155,428 219,632 555,699 252,512 2.25m 1.04m
7.6 8.4 7.0
-4.6
222.0 24.6 30.3 -37.4 -2.5 28.0
Source: GfK BusinessBook2011 85 IndependentElectricalRetailer
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