Is your brand summer ready?
In Great Britain alone, an extra 4% of women start shaving during the summer.
As the UK’s weather transitions from Spring into Summer - the season to kick back relax, and enjoy being outside - our personal care routines begin to change. With very few categories unaffected, when is prime-time for your category? And how are you prepared for this change?
Shaving is among the most affected categories, with many individuals picking up the razor more frequently in the summer months. In Great Britain alone, an extra 4% of women start shaving during the summer, which translates to 4.5 million more occasions compared with winter months. The challenge from brands and manufactures is to take advantage of this opportunity whilst also winter-proofing your brand.
Men are also more likely to groom themselves for summer - especially in Great Britain, Spain and Italy. In Great Britain, a quarter of men say that they have shaved their body in the past 6 months and this number is consistently higher during the summer. These men are much more likely to cite ‘societal expectations’ as their motivation for hair removal. As well as seasonality, changing attitudes in all countries continue to influence market behaviour!
While summer encourages more shaving, some other categories are dependent on winter. For example, bath products, body moisturisers, fragrance and cosmetics are among the categories that Western European women are more likely to explore in the winter.
Get in touch to find out how our Usage Care service can help to explore the relationship between category usage and seasonality, to identify and leverage important opportunities.