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Electric Shaver Industry Witnesses Tech Surge and Market Diversification at IFA 2024

• 2026-01-06

Berlin, Germany – September 5, 2024 – The global electric shaver market is undergoing a new round of transformation driven by technological innovation and evolving consumer demands, according to the latest releases and industry data unveiled at the ongoing IFA Berlin 2024. Major brands including Philips, Braun, and Xiaomi have launched a series of new products, integrating smart features, sustainable design, and precision grooming technologies to capture a larger share in the competitive male grooming market.

Smart Technology Redefines Grooming Experience

Intelligence has become a core selling point of high-end electric shavers this year. Philips’ newly launched Series 9000 Prestige Shaver is equipped with an AI-powered skin adaptation system, which can automatically adjust the shaving intensity and blade speed based on real-time skin conditions detected by built-in sensors. This technology effectively reduces skin irritation, a common pain point for users with sensitive skin.

“Our AI system can recognize different beard densities and skin types within 0.1 seconds, providing a personalized shaving experience for every user,” said a senior product manager at Philips. In addition, the shaver is connected to a dedicated mobile app, allowing users to track their shaving habits, receive maintenance reminders, and even customize grooming programs. Data shows that smart electric shavers accounted for 28% of the global high-end shaver market in the first half of 2024, a year-on-year increase of 11 percentage points.

Sustainable Design Gains Traction Among Consumers

Against the backdrop of global environmental protection, sustainable design has become a new trend in the shaver industry. Braun’s new EcoSeries Shaver features a body made of 70% recycled plastic, and its replaceable blade heads are designed to be fully recyclable. The brand has also launched a “blade recycling program”, allowing users to send back used blade heads for professional recycling and reuse.

Xiaomi, a key player in the mid-to-low-end market, has introduced a shaver with a detachable and rechargeable battery that can be replaced independently, extending the product’s lifespan by up to 5 years. “Sustainability is no longer an optional feature but a must-have for consumers, especially the younger generation,” said an industry analyst. Market research firm GfK predicts that by 2028, sustainable electric shavers will account for more than 40% of the global market.

Niche Segments Drive Market Growth

In addition to the high-end and mainstream markets, niche segments such as travel-friendly shavers and multi-functional grooming kits are also experiencing rapid growth. Travel-sized shavers with compact designs and long battery life have seen a 35% year-on-year sales increase in the first half of 2024, driven by the recovery of international travel. Multi-functional kits that combine shaving, trimming, and facial cleansing functions are particularly popular among young consumers, with market share growing at a rate of 20% annually.

Industry experts believe that the global electric shaver market will continue to expand at a compound annual growth rate of 5.2% from 2024 to 2029. Technological innovation, sustainable development, and market segmentation will remain the three core drivers of the industry. As consumers pursue higher quality and more personalized grooming experiences, brands that can quickly respond to these changes will gain a competitive edge in the global market.