US: Brand competition
The US market grew by 3.8% to reach a total value of $8.79bn last year, based on Euromonitor International figures. The fastest growing category was deodorants thanks to the growing popularity of body mists. Online, however, it’s men’s shaving that is taking the lead with men’s shaving products reaching $342m in 2015 and online subscription brand Dollar Shave Club leading the way.
Competitors such as Gillette, Harry’s, 800Razors, Dorco and Bevel are