Every product area in depilatories saw a decline in constant value terms in 2020. Hair removers/bleaches showed most resilience as, with salons and hair removal clinics closed, demand shifted to DIY alternatives.
In March 2020 the government developed the Precios Maximos programme to limit the increase of product prices in supermarkets and hypermarkets for several beauty and personal care categories, including depilatories. This negatively impacted player profit margins because they could not increase the price of products included in the programme.
Procter & Gamble remained the clear leader in depilatories in 2021 despite its marked decline in value share during the review period. Second-placed Reckitt Benckiser significantly closed the gap on the leader during the pandemic, benefitting from its strong lead in hair removers/bleaches, which proved relatively resilient even given the difficult economic environment.
Upon the end of the COVID-19 pandemic, it is expected that modern alternatives to depilatories will increase in popularity again. For example, laser depilation saw considerable increases during the review period due to notable price decreases.
Over the forecast period, several multinational companies are set to leave the depilatories category in Argentina. For instance, Reckitt Benckiser sold its baby formula business to the local company Roemmers in October 2021, although currently it is unclear whether the sale was just concerning its baby formula business or both that and its personal business (which includes the brand Veet in depilatories).
Ongoing economic difficulties in the aftermath of the COVID-19 pandemic will continue to undermine demand for depilatories for much of the forecast period. Many consumers are anticipated to migrate from women’s pre-shave to less expensive alternatives and use disposable women’s razors and blades for longer before replacing them.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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