A new high-end leader has emerged in the pool of aerosol shaving creams and gels, causing a shake-up to occur in the formerly stagnant category, and launching a battle for supermarket shelf space.
To date, no brand has been knocked out of the competition. But manufacturers of the price-sensitive brands that lead the category have been offering bonus
packs, coupons and rebates in an effort to keep their market share airtight.
While the net result for supermarket retai