Foil Shavers Market

Global Market Study on Foil Shavers: Potential of Online Retailing to Increase Over the Coming Years

About the Report

Globally, foil shavers are gaining prominence, as traditional razor shaving is gradually taking a back seat; reason being, cumbersome procedure and other minor side effects on the skin. Penetration of advanced techniques and products in barbering has given men a plethora of facial hair styling and grooming options. Foil shavers have become an integral part of barbering in the present day. Foil shavers are a powerful shaving tool that can get really close to the face without using a razor blade, providing utmost flexibility, especially to those users who lead a busy lifestyle.

The beauty and grooming category under electronics has witnessed an unexpected level of interest during the COVID-19 pandemic. Shut salons have amplified the sales of electric shavers, in general. Within the electric shavers industry, foil shavers are being preferred over rotary shavers, as they are ideal for smooth shaves, achieving a super clean look, everyday shaving, fine hair, and straight line trimming.

Many more unique growth factors have been analyzed in detail, while a comprehensive assessment of some of the key challenges for foil shavers have also been discussed in the report by Persistence Market Research. The report also has a detailed regional analysis, which points toward North America holding a lion’s share in this moderately competitive market space. A detailed COVID-19 impact has also been included in the report, so as to aid readers in taking well-informed business decisions for the present and future.

Find Out More about the Report Coverage


  • Panasonic Corporation
  • Wahl Clipper Corporation
  • Koninklijke Philips N.V.
  • Braun GmbH
  • Havells India Limited
  • Carrera (Safilo Group S.p.A)
  • Conair Corporation (Jarden)
  • Gamma+ LLC
  • Bevel (Walker and Company)
  • Mangroomer
  • Remington
  • Andis Company, Inc.
  • Other Players (As Requested)

Historical & Future Projections

From 2015 to 2019, demand for foil shavers recorded a 2.8% rise. Changing beauty standards and increased technological advancements are likely to contribute to high demand for easy solutions in developed as well as emerging economies over the coming years. Growing need for self-grooming, coupled with increasing economic solutions are expected to propel market growth at a CAGR of over 3% through 2030.

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How have COVID-19 Lockdowns Resulted in Unexpected Surge in Demand?

Self-grooming took a new course during COVID-19 shutdowns. No salon, no expert assistance, and the dire need for grooming both, left men and women with the only option of self-grooming. Reading the situation, a majority of the population sought foil shavers as the best-fit option for their personal needs. An approximate 50% hike has been witnessed in the sales of personal care products such as trimmers, clippers, gas stoves, gaming consoles, and laptops. In a bid to keep up with societal beauty standards, women have taken to foil shavers for optimal results. Besides, foil shavers are an economical option, being a one-time investment, and coming with multi-usage functions. Based on these aforementioned developments, sales of foil shavers are expected to burgeon over the 2020-2030 forecast period, as consumers seek quick and effective solutions for personal grooming.

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Why is Increasing Popularity of Online Retailing Good for Foil Shaver Sales?

Massive online marketing campaigns and promotions mirror the restructured retail space, wherein, e-Commerce and technological giants have redefined consumer purchase patterns and the retailing arena. The online retailing segment is on the rise, and has resulted in a growth trajectory with respect to consumer electronics. Online retailing is more convenient for consumers and sellers. Time to market, cost-savings, and scale being the major advantages of online sales; daily used appliances have gained demand.

Online channel is a platform where all brands house their products with segregation easily available for customers to choose the optimum product. Online portals also allow comparison among specifications. Besides, customer reviews are also made available for consumers to understand the product feedback and buy accordingly. Consumer preference for online channels is also growing because of the flexibility of shopping and convenience.

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What is the Potential of Product Innovation in the Foil Shavers Space?

With technological advancements picking pace, manufacturers are incorporating state-of-the-art production approaches to enhance workflow and increase output, also inculcating good manufacturing practices along with product innovation. Product positioning and tailored customer-specific category specification had been a concern from a manufacturer’s perspective. However, now, the mere inclusion of special functions within the product is increasing its demand from the consumers’ end.

Design innovation is trending in the retail space. Technology is set to shape the beauty, grooming, and personal care industry via innovations. Be it product innovation, design innovation, addition of features, or smart feature add-ons, consumers show interest for products adding ease, convenience, and speed in their regular regimens.

How are Manual Razors Challenging the Growth Trajectory of Foil Shavers?

A major challenge to the growing trend of foil shavers is the population of consumers still loyal to manual razors. Manual razors provide the closest shave for a longer period of time as compared to other razors. Although their cost can add up over time, manual razors are usually the cheapest and most cost-effective option available for men. Increased product availability has led to a good number of options for consumers to choose the most suitable product.

Manual razors can be one of many, from straight razors, cartridges, disposables, and safety razors. All variants offer customers a closer shave, hence, the perfect choice for certain parts of the body, such as under the chin. However, technological advancements and innovations aligned toward bridging the gap between manual and electric shavers are likely to work in favor of electric shavers and therefore, reduce the magnitude of restraint to the foil shavers market.


Country-wise Analysis

Why are U.S. Foil Shaver Sales Increasing?

Electric shavers have great leverage over conventional ones. Consumer trends and behaviors are changing rapidly with advances in technology. Technology has completely taken over all aspects of business. The beauty industry has come as a surprise element in consumer electronics. Currently, consumers interested in beauty care want to check the power of technology in providing a better personal experience and lead to feel a connection. Since everything is available online, consumers highly prefer to do preliminary research about the choice of beauty products in-detail, and then experience the product live in store. This is how the buying and decision making process has transformed. The Braun Series 7 men’s electric foil shaver is a smart electric shaver that merges innovative technology with the everyday razor. It has built-in responsive intelligence, designed to respond to the features of a customer’s face and beard for a closer shave. The U.S. is the biggest market for foil shavers in the leading regional market of North America.

How is the U.K. Market Proliferating?

Foil shavers are gaining popularity among men globally; as much as becoming essential even for those men who do not sport a clean shave or style their beard on a regular basis. Ease and styling options offered by foil shavers have attracted a wider consumer base, so much so that seldom styling is also being preferred with foil shavers. Companies are bracketing foil shavers in accordance with the features and specifications and corresponding price range, so as to cater to a larger section of the population. Travelling enthusiasts have a proclivity toward cordless foil shavers. A vast majority of foil shavers operate cordless, turning out to be very practical for carrying around and ideal choice when travelling. All these factors are aiding expansion of the market across the U.K., which is one of the leading markets in Europe.

Are Women Propelling Demand for Foil Shavers in Japan?

Looks and appearance has become a “no-compromise” zone for both, men and women all over the globe. People are nowadays very conscious of the way they look and appear; triggers being social media influence and adoption of Western culture. Beauty brands are now appealing to their users through social media and beauty influencers/celebrities. The surprising secret employed by Japanese women for their beautiful skin is a close shave, apart from the good genes they possess. Not all Japanese women shave their face, but it is definitely a more common skincare regime in Japan than in Western societies. An interesting aspect of beauty standards in Japan is that, though Japanese women shave their face, arms, and legs, waxing bikini line isn’t as common. Television influence, social media sway, and celebrity influence have been instrumental in changing beauty practices, and thereby leading foil shavers to capture a large market share.

What is Boosting Sales of Foil Shavers in Germany?

Increasing working women population in Germany has escalated the demand for foil shavers. At just over 70%, the female employment rate in Germany, was as of 2017, over 10 percentage points higher than the OECD average. As a matter of fact, working women run short on time, therefore making electric shavers a common boon in between parlor appointments. Since physical appearance has gained a lot of importance in today’s professional arena, women ought to look good and keep up with the general beauty norms. Besides, prevalence of “self care” or the need to look good always has grabbed the attention.

How is India Faring in the Foil Shavers Landscape?

With the hairstyling and grooming salons shut due to the Covid-19 pandemic lockdown, there has been a massive surge in the demand for personal grooming products. Online channel has witnessed a steady increase in the number of female shoppers from smaller towns and some of the most popular items for grooming products for women include epilators, facial trimmers, callus removers, hair straighteners, stylers, shavers, and facial cleansers, among other products. People are increasingly relying on self grooming and the trend is reflected in the sales of grooming products in the Metros. Manufacturers are increasing production units to ramp up the demand from online platform.

Category-wise Insights

Why are Foil Shavers for Women Trending?

By end user, the foil shavers market includes men and women. Painless hair removal is trending across the globe. Post-lockdown the frequency of using foil shavers has spiked, however, a section of women shifted to the use of shavers ditching waxing as the hair removal technique. Previously men were the sole target of customizing defining product innovations and development within the foil shaver category. Since women are taking up electric shavers as an easy and quick option, manufacturers are targeting women and aligning the product development accordingly. Foil shavers subjected towards bikini line shaving are gaining dominance and garnering the attention of the women.

How is Sales Channel Vital in Driving Demand for Foil Shavers?

Efficient distribution channel and marketing strategies hold the capability of catalyzing the fortunes of any product segment, or even market. It is thus crucial that foil shavers are positioned within the appropriate distribution channel. While some companies have benefitted from partnering with companies where targeted distribution already exists, it is imperative to take into consideration the sophistication of the product, and club it accordingly with a supportive market. In fact, before launching a product, partnership within that particular sales channel or even professional consultation might be profitable. Specific products might not be a mutual fit, or may require additional development, marketing, or promotional investment to stimulate brand loyalty.

Effective marketing would lead to increased consumer awareness, and strategic distribution channelizing would give consumers a higher reach and much-needed convenience, resulting in an explosive rise in demand for foil shavers.

Competition Landscape

Persistence Market Research has profiled the following prominent manufacturers in its report:

  • Wahl Clipper Corporation
  • Panasonic Corporation
  • Koninklijke Philips N.V.
  • Braun GmbH
  • Havells India Limited
  • Carrera (Safilo Group S.p.A)
  • Conair Corporation (Jarden)
  • Gamma+ LLC
  • Bevel (Walker and Company)
  • Mangroomer
  • Remington
  • Andis Company, Inc.

These aforementioned players rely on multiple expansion strategies to deepen penetration across lucrative markets. These strategies include product launches, collaboration with key players, partnerships, acquisitions, and strengthening of regional and global distribution networks.

Sustainability is another approach being employed by manufacturers in order to gain share within the market. Consumers are beginning to choose brands with a green label and philanthropic endeavors, as a result of which, marketing initiatives and brand habits are expected to shift toward eco-friendly products, augmenting product sales.

Report Scope



Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value & ‘000 Units for Volume

Key Regions Covered

  • North America
  • Europe
  • Middle East & Africa
  • Rest of the World

Key Countries Covered

  • U.S.
  • Canada
  • Germany
  • Italy
  • France
  • U.K.
  • Spain
  • Russia
  • India
  • Indonesia
  • Malaysia
  • China
  • Japan
  • South Korea
  • GCC
  • South Africa

Key Segments Covered

  • Price Range
  • End User
  • Sales Channel
  • Region

Key Companies Profiled

  • Wahl Clipper Corporation
  • Panasonic Corporation
  • Koninklijke Philips N.V.
  • Braun GmbH
  • Havells India Limited
  • Carrera (Safilo Group S.p.A)
  • Conair Corporation (Jarden)
  • Gamma+ LLC
  • Bevel (Walker and Company)
  • Mangroomer
  • Remington
  • Andis Company, Inc.

Customization & Pricing

Available upon Request

Key Questions Answered in Report

  • How will the foil shavers market expand until 2030?

Persistence Market Research projects the global foil shavers market to register a CAGR of over 3% across the 2020-2030 assessment period. Consumer inclination toward convenience, quick options and profound importance for grooming and personal appearance are anticipated to drive market growth in a positive direction.

  • Which is the largest market for foil shavers?

As per Persistence Market Research’s projections, developing countries are expected to pivot expansion, attributed to increased emphasis on physical appearance, growing working female population, social media influence, and demand for convenient and quick grooming products.

  • What is the impact of product innovation on foil shaver sales?

In recent years, product innovation has taken the lead in generating demand for consumer goods, and consequently, manufacturers are investing in research and development, thereby widening growth prospects. Online retailing is boosting demand for new product variants, as a consequence of which, companies are investing in technological innovations within the category.

  • Who are the leading players in the foil shavers market?

Prominent players operating in the global foil shavers landscape include Wahl Clipper Corporation, Panasonic Corporation, Koninklijke Philips N.V., Braun GmbH, Havells India Limited, Carrera (Safilo Group S.p.A), Conair Corporation (Jarden), Gamma+ LLC, Bevel (Walker and Company), Mangroomer, Remington, and Andis Company, Inc., among others.

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  • Is the research conducted by Persistence Market Research?

Yes, the report has been compiled by expert analysts of Persistence Market Research, through a combination of primary and secondary research. To know more about how the research was conducted, you can speak to a research analyst.

  • What research methodology is followed by Persistence Market Research?

Persistence Market Research follows a methodology that encompasses the demand-side assessment of the market, and triangulates the same through a supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions.

  • Who are the respondents for primary research?

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  • What are the sources of secondary research?

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Key Segments Covered

Price Range

  • Below US$ 45
  • US$ 45- US$85
  • US$85 & Above

End User

  • Men
  • Women

Sales Channel

  • Wholesalers & Distributors
  • Modern Trade
  • Convenience Stores
  • Specialty Stores
  • Multi-brand Stores
  • Online Retailing
  • Independent Small Stores
  • Others


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East & Africa (MEA)

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