Market & Consumer analysis can open doors.
99 Cent Razor wanted the full picture of the shaving market, including the differences between how men and women view shaving, product evaluation, and specifics about purchase motivations.
Response:AI surveyed a representative sample of men and women ages 18-50 on usage and shaving habits, shaving product brand loyalty, and much more.
People generally like 99 Cent Razor because they see it as a good value, convenient, and they like the company’s charitable work.
The market for shaving products is as competitive as any CPG category out there. There is a lot of product turnover and a lot of competition - both with in-store brands and subscription services like 99 Cent Razor. They partnered with Response:AI to run a Market & Brands Analysis to gain a deeper understanding of their target market, the different habits of shave club members, and the things people find most important in a razor and other shaving accessories.
People shave a lot - three times per week, in fact. And, among people who use shaving products, 75% of them replace blades at least monthly, and more than half of them replace their blades at least twice during that same period.
Senior Director Ecommerce & Digital Marketing, Income Store
“The market research we received from Response:AI was eye-opening, and shows us several opportunities that we feel we can take advantage of. The quick turn-around from the Response:AI team was great - we received a long, detailed report that covered our entire market in about a week. Now we can get to work with clear goals in mind.”
The subscription market is interesting, and presents several different opportunities beyond selling shaving products like brushes, shave gel, and aftershave in a physical store. One very important one is the shopping convenience for the customer. A perfect example is the use of a shaving brush. Roughly one-third of men who shave use a shave brush. But that number nearly doubles for men who are or were members of a shaving subscription service.