Port Washington, NY, August 6, 2014 – More women’s grooming appliances, like electric shavers and many other in-home personal grooming and hair removal devices, have sold over the past 12 months (July 2013 - June 2014) than in the previous two years, according to The NPD Group, a global information company.
One category in particular, electric shavers, have gained the most popularity, experiencing a unit sales increase of 22 percent in the 12 months ending June 2014, compared to the previous year. The resurgence of the women’s electric shaver category is visible across all U.S. markets, and it is areas of the South that are driving most of the growth*.
Beyond the increased popularity of women’s electric shavers, several other categories of specialty hair removal devices are also experiencing increased demand. Products like bikini trimmers and personal pen-style trimmers that offer for more precise and multi-functional grooming are still growing in terms of unit sales. Volume for these products, as well as professional style in-home devices, are up slightly in the 12 months ending June 2014, on top of double-digit growth in the previous 12 month period. Electric shavers is the only women’s grooming category that is experiencing dollar sales growth (+10 percent vs. the 12 months ending June 2013), as well as unit increases.
“Inundated with promises of being hair-free by way of a plethora of products and services on the market today, women are compelled to seek smooth skin,” said Debra Mednick, executive director and home industry analyst, The NPD Group, Inc. “However, the cost and inconvenience of repeated waxing, laser, or other hair removal services outside of their home may have women looking for simpler, more affordable options to help them achieve smooth, bare skin.”
At a time when there are more hair removal options than ever, the increased demand for in-home appliances may seem counter-intuitive. However, not all women want to put up with the risk of a nick from a blade, or the drawbacks and expense of salon options – especially for the younger consumers (under 45) who represent the largest portion of this market (60 percent**).
“An opportunity clearly exists to provide convenient in-home professional quality hair removal products that are safe and easy to use,” said Mednick. “The challenge is introducing products at higher price points to drive sustained category growth. Considering many alternative products and services are consumable, a durable product can more easily be touted as a good value, especially among consumers that are already more engaged with these products.”
Source: The NPD Group, Inc. / Retail Tracking Service, July 2013-June 2014
* Source: The NPD Group, Inc. / U.S. Geo-Level Retail Tracking Service, July 2013-June 2014
** Source: The NPD Group, Inc. / Consumer Tracking Service, June 2013-May 2014
NPD’s Retail Tracking Service for small appliances includes point-of-sale data from participating retailers.