Adding my 2 cents - I am not really worried about someone else coming and disrupting Gillette. But I am worried about the total usage of shavers to come down. Also a shift to electronic shavers cannot be avoided. Gillette doesn’t have a significant market share in the electronic razors. Just to give an example, in my family I have a grown beard and I rarely shave. I just trim and shape it using Phillips electronic razor. Similar situation with some of my friends. Just to give a glimpse, 3 out of 7 of my close friends do not shave and just trim. And this was just one a couple of years back. Going forward this trend is simply going to spread not rapidly but at a slow pace. For these reasons I am really not keen on investing in Gillette or PGHH for that matter. Head & Shoulders, Olay aren’t brands that are sticky. I or my girlfriend do switch between Loreal, H&S and couple of local brands. So there isn’t any stickiness to brand per se.
As opposed if you see Colgate, it is more sticky. People may try other toothpastes, but they do prefer atleast one Colgate in their home. Just a thought