In the men's beauty and personal care market, the shaving segment takes up one of the most important places. Products such as razors, shaving foams, and after-shave lotions are in fact used and purchased on a regular basis by a great number of male consumers worldwide. The global revenue of the shaving market added up to approximately 35.4 billion U.S. dollars in 2023, up from the previous year, and is expected to further increase up to
In the United States, one of the most profitable regions in the shaving market, this figure amounted to around
four billion U.S. dollars in 2023. However, forecasts show that this figure will experience a slight decline in the following years. The average annual expenditure on shaving needs among U.S. consumers has also fluctuated over time, and fell from 26 U.S. dollars per consumer unit in 2019 to nearly
18 U.S. dollars in 2022.
Consumer behavior and preferences
According to the results of a survey, the most popular shopping destination for personal care products among men in the United States was
superstores, as stated by 65 percent of respondents. Of these, general personal care and shaving supplies were among the
most purchased items. Another survey conducted by Statista showed that, in 2023, over 40 percent of U.S. male participants rely on brands they know and trust when it comes to
shavers and razors. Number one in a ranking of the most well-known razors brands in the United States is Gillette, with a
brand awareness of 88 percent, followed by BiC. In the same year, brand loyalty for Gillette was also very high, as indicated by nearly
90 percent of surveyed consumers.
Gillette's impact
Since 2005, the brand Gillette is owned by personal care giant
Procter & Gamble, after a merger with The Gillette Company, founded in 1901 by King C. Gillette. In 2023, net sales of Procter & Gamble added up to over 80 billion U.S. dollars, with the
grooming business segment recording revenues of 6.4 billion U.S. dollars. Gillette's product offer is, however, not only limited to shavers and razors, but also includes, for example, beard and body care products: the brand's
deodorants are among the most renowned in the United States. Consumers' loyalty and the brand's widespread popularity prove that Gillette is one the leading names in the personal care industry, as well as one of the
highest valued personal care brands worldwide.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date
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