Research published by IRi has demonstrated clearly that the pressure on makers of men’s razor blades is mounting because, at least in the case of France, the regularity with which men shave is steadily decreasing.
The change is somewhat compounded by the fact that modern blades maintain sharpness for longer periods of time than their earlier-generation counterparts.
IRi says that the value of the men’s-razor-blade market in France was down by 11 per cent in value, and seven per cent in volume last year. The first quarter of 2015 shows that this trend is not abating.
The fact that there are fewer and fewer men who shave daily, and that the technology of blades is improving, means that a decline is inevitable, the report concludes.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
