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Unit sales of the leading razor brand in the U.S. 2019

Private label razors sold the highest volume of units in the United States in 2019, at 6.3 million. The second leading brand in terms of unit sales was Harry's in that year with 5.3 million units.

Leading razor vendors and brands

Proctor & Gamble was the leading vendor of razors in the United States in 2016, generating about 286.3 million U.S. dollars in sales in that year, while private label vendors came in third in terms of razor sales. However, Americans tend to prefer private label razors to name brand razors. In 2018, private label brands sold nearly 40 million U.S. dollars of razors, about eight million dollars more than the top name brand, Gillette Fusion5. The popularity of Gillette Fusion5 and other name brand razors is on the rise compared to private label razors. Between 2017 and 2018, Gillette Fision5 experienced highest growth in sales, while private label razors sales declined by about percent in that time period.

Men’s grooming in the United States

For many men, shaving or trimming one’s facial hair is a daily ritual and a very important step in the day. In North America, the men’s grooming market is expected to grow in size from 9.3 billion U.S. dollars in 2015 to around 11.6 billion dollars by 2020. A survey of American men in 2017 found that about 67 percent of respondents in the United States wear a beard at least some of the time, while 33 percent never grow a beard.

Unit sales of the leading razor brands in the United States in 2019 (in millions)*

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Release date

August 2019


United States

Survey time period

For the 52 weeks ended June 16, 2019

Supplementary notes

* Total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains.
Ranking based on dollar sales.

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Statistics on "Men's Shaving in the U.S."

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