The overall market for razor blades in food, drug and mass retail outlets has held steady at about $1.3 billion over the past four years, although unit sales have progressively slipped from 167 million units in 2007 to 153 million units this year for the 52 weeks ending June 13. Supermarket blade sales in both dollars and units continue to decline, though food retail still represents the biggest outlet for blades. Blade sales on a dollar basis have been creeping upward in drug outlets.
While the major blade suppliers, Gillette and Schick, continue to release new blade designs at higher price points, some consumers are reportedly stocking up on legacy versions to avoid paying a premium. The recession and higher unemployment may also be impacting blade sales, favoring disposables over cartridges and even leading some men to forgo regular shaves. Retiring Baby Boomers may also be more apt to sport facial hair.