Depilatories witnessed a significant decline in current value terms in 2020 with the government’s COVID-19 measures bringing a halt to sport and social activities and forcing many women to work from home, while consumers’ travel plans were also largely put on hold. This home seclusion removed the incentive for women to carry out their hair removal routines as frequently, which negatively impacted sales.
There was little change in the competitive landscape in 2020 with most players feeling a similar effect from the outbreak of COVID-19. Reckitt Benckiser Austria GmbH retained its dominance in hair removers/bleaches, with its Veet brand being well-known and trusted by consumers as well being widely available, including through modern grocery retailers and online.
As seen in other areas of beauty and personal care, there is a growing trend for natural products and products that are free from harsh chemicals when it comes to depilatories. While some consumers have taken to using traditional remedies others prefer to look for packaged products which they generally trust to be safer.
Depilatories is expected to see only modest gains over the forecast period with the category having reached maturity. Furthermore, as restrictions are eased many women are expected to return to using professional services for hair removal, which will limit demand for depilatories.
While depilatories have traditionally been the reserve of female consumers in Austria there are signs of this changing as more men look to achieve smooth, hair free skin. This particularly true for Millennials and generation Z who are less concerned by traditional ideas of masculinity.
One major trend that continued to be observed in depilatories at the end of the review period, whether in woman’s razors and blades or hair removers/bleaches, was products that target sensitive skin. Generally speaking, shaving or using hair removal products can be harsh and irritate the skin.
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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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