Depilatories in Austria

PROSPECTS

Convenience remains key purchasing factor

Unlike with male consumers, among whom both trimmed and untrimmed body hair are seen as a reflection of individual style and preference, body hair removal for women is a must. Many women, faced with a lack of time, see body hair removal and shaving as a tiresome chore that is a part of basic personal hygiene and needs to be performed on a daily basis.

Traveling business women demand more products suitable for on-the-go usage

In addition to convenient hair removal at home, female consumers are increasingly opting for products that they can carry in their bags, such as women’s razor and blades that are compact and small and can be used while on holiday, on a trip, or a weekend getaway. Producers recognised this demand in 2017 and launched two new products.

Products for sensitive skin remain in demand

Although women’s razors and blades are seen as the most convenient type of depilatories by the majority of consumers in Austria, some body parts such as the face, bikini line, and armpit areas require products designed for sensitive skin. Hair removers/bleaches profited from this in 2017 since the vast majority of women avoided using razors to remove facial hair and hair from their bikini and armpit areas.

COMPETITIVE LANDSCAPE

Procter & Gamble Austria remains undisputed sales leader

Depilatories is dominated by top five international producers: leader Procter & Gamble Austria (Gillette brand), followed by Reckitt Benckiser Austria (Veet), Energizer Group Austria Handels (Wilkinson Sword), Sté Bic (Bic) and Merz Consumer Care Austria (Depilan). While Gillette and Wilkinson were the competing brands in women’s razors and blades, Veet and Depilan are the main competitors in hair removers/bleaches.

Reduced prices of leading global brands impact private label depilatories

The only notable private label player in depilatories in 2017 was health and beauty specialist retailer dm-Drogerie Markt, which offers its Balea range. While other private label producers are also present in depilatories, their sales shares remain very limited.

Domestic and natural sales remain negligible

The presence of domestic manufacturers within depilatories remained negligible in 2017, with the same being true for companies that manufacture only natural products. With strong consumer focus on convenience, manufacturers neglected to offer more naturally and eco-friendly brands.

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