Shaving Category Report: Key Performance Indicators and Market Trends

Two major trends we see in Shaving category across retailers are:

• High levels of out of stocks especially at Walmart and Target -- between 10-15% for major brands like Gillette and Harrys
• Presence of lock boxes across stores, which has significant potential to reduce sales

Lock box and high out of stocks at Target and Walmart stores

We have seen a sharp increase in out of stocks at Walmart shelves since beginning of this year. Average out of stock rate in the category has increased from about 8% and getting closer to 15% and staying persistently high. CPGs must find out what steps can be taken to deal with chronic out of stocks.

Shaving products being locked up has been another trend on the rise -- our data shows more than 10% of stores at Walmart and Target have lock boxes. It is no secret that lock boxes are a significant drag on sales. While certain high theft stores might require such a solution, savvy manufacturers and retailers should evaluate to make sure only the necessary stores and items are behind locked doors.

Snap2Insight has been collecting store level data across retailers since Sep 2023 and our AI Risk Indicator is estimating high (red highlight) and medium (yellow highlight) based on trends in shelf out of stock and share of shelf.

Out of Stock (OOS) Risk Index

Share of Shelf (SoS) Risk Index