United States personal care appliances market: $6 billion industry by 2017

Press Release   •   Feb 19, 2013 16:37 GMT

Conair Corp was the leader in the United States personal care appliances market with a 31% share of volume sales in 2012. The strength of the Conair brand was supported by its hair care appliances. Helen of Troy was the second player with a 16% share of volume sales, divided between Revlon and Vidal Sassoon hair appliances. Church & Dwight controlled the same share of volume sales as in 2011, with an 8% share of overall personal care appliances, which was the result of the company's SpinBrush brand of power toothbrushes. Other major manufacturers include Philips, the global manufacturer of Sonicare electric toothbrushes and Norelco electric shavers, and The Gillette Co, a subsidiary of consumer goods giant Procter & Gamble, which owns the Braun Oral-B brand.

Oral care appliances continued to demonstrate strong and stable growth in 2012, increasing by 3% in volume terms to reach 27 million units. Dentists continue to promote the benefits of electric toothbrushes over regular toothbrushes, and manufacturers are increasingly making electric and battery powered toothbrushes more convenient, efficient and affordable.

Body shavers and other oral care appliances are expected to show flat volume growth in the forecast period, as a combination of saturation and stalled innovation will temper the growth seen in these categories in previous years. Despite the declines in volume sales, value sales of body shavers and other oral care appliances are expected to experience moderate CAGRs of 3% and 1% in constant terms due to rising unit prices.

Key Headlines

- In 2012 personal care appliances sees solid 3% growth in volume terms to reach 129 million units, and in current value terms it sees 8% growth to reach US$4.4 billion
- The recent tough economic climate pushes many consumers to consider self-pampering and self-care at home, which bolsters sales of personal care appliances
- Clarisonic's facial care appliances show remarkable 47% growth in volume sales in 2012
- The average unit price of personal care appliances increases by 5% in 2012 to reach US$34
- Conair Corp leads personal care appliances with a 31% share of volume sales in 2012
- Personal care appliances is expected to reach volume sales of 149 million units and sales of US$5.8 billion in constant value terms by 2017

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