Depilatories is predicted to continue to face challenges over the forecast period due to its high level of maturity. With a smooth, hairless look having already become the norm, many consumers will opt longer-lasting and more durable alternatives, such as salon-based waxing, undermining overall demand.
Consistent with trends in other areas of the beauty and personal care market, new formulas with fewer chemical ingredients will be a focus of new product development. Hair removers/bleaches, for example, have the potential to irritate or burn the skin, or even cause an allergic reaction.
Depilatories will continue to be dominated by two brands: Gillette (Procter & Gamble Sverige AB) and Veet (Reckitt Benckiser (Sweden), which will continue to make it difficult for new brands to enter the category. Additionally, these brands are widely available in low-cost stores such as Normal, placing downward pressure on unit prices.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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