LONDON--(BUSINESS WIRE)--Technavio’s latest report on the global personal care appliances market provides an analysis on the most important trends expected to impact the market outlook from 2016-2020. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
In 2015, 34% of total sales were made through specialty retailers, making it the largest retail channel by the value of sales for personal appliances at the global level. “It is important to note that the fastest growing retail channel for personal care appliances is the online retail format. The recent launch of Gillette Shave Club in mid-2015 is enabling Gillette to regain online share and compete with rivals such as Dollar Shave Club. More players are seen entering the online space through independent online clubs, apart from selling their products through third-party pure-play online retailers like Amazon,” says Poonam Saini, a lead analyst at Technavio for research on retail goods and services.
- Frequent travelers fuel demand for travel-size appliances
- Trend of smart personal appliances
- Focus on specific target customers to increase presence
Frequent travelers fuel demand for travel-size appliances
With the increased frequency of traveling nowadays, the demand for travel-size appliances is on the rise. Individuals generally prefer using their own personal appliances during traveling, be it a trimmer, epilator, or a hair care appliance such as a dryer or a styler. Carrying a small electric tool such as a trimmer or an epilator is beneficial on-the-go. Heating elements like hair dryers and curling irons are also commonly carried by consumers while traveling. To address this need for travel-size appliances, vendors are increasingly focusing on launching different travel kits.
Braun launched its Braun M90 shaver, named aptly as the mobile shaver as it looks like a mobile handset. Philips Norelco PQ208/40 is another efficient travel shaver. The electric razor weighs 5.6 ounces and is just one inch in length, and operates via two AA batteries. This light weight makes it an easy appliance to carry while on the go. Panasonic Men’s Razor for Travel ES-RS10-S is another shaver built exclusively for travelers.
Trend of smart personal appliances
Vendors are capitalizing on the trend of consumers switching to technologically advanced products. For instance, the French company Kolibree launched a smart power toothbrush that can connect to smartphones via Bluetooth. The toothbrush has 3D motion sensors and was designed with the help of qualified dental professionals. Its handle comes equipped with an accelerometer, magnetometer, and a gyro meter to keep the user informed about the position and orientation of the brush. This ensures that the brush reaches all sections of the mouth to thoroughly clean it. “The toothbrush also uses game mechanics to motivate people, especially children, to brush for the right duration. Also, the manufacturer has provided an open application program interface for the creation of more mobile apps, which can be synced to the brush for a better brushing experience,” adds Poonam.
P&G's Oral-B also launched a power toothbrush with Bluetooth 4.0 capabilities. The brush provides its users with the real-time information on brushing patterns. The introduction of smart toothbrushes shows how the Internet of Things (IoT) trend is impacting manufacturers to come up with smart appliances.
Focus on specific target customers to increase presence
Vendors are now launching products keeping in mind the specific target audience — a strategy that will help them enhance their presence in both developed and developing markets. For instance, in India, where over 40% of the population is young, hair care products and grooming kits have registered an increase in demand in recent times. In 2015, Philips India launched two new products in its male grooming and beauty range segments keeping in mind the Indian target audience. Designed especially for the youth in the emerging markets that lie outside the metro areas, Philips Pro Skin Trimmer-BT1000 and Philips Selfie Straightener HP8302 offer consumers the freedom to style at their convenience. These gadgets are designed to give the youth the best styling technology at an affordable price. Philips Pro Skin Trimmer-BT1000 and Philips Selfie Straightener HP8302 are designed specially to meet the evolving needs of casual and DIY styling for young men and women across all emerging towns and cities.
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