Depilatories in Austria

PROSPECTS

Depilatories designed for sensitive skin see greater demand

Whether in woman’s razors and blades or hair removers/bleaches, products that target sensitive skin were popular with consumers in 2018, and are expected to continue to see demand throughout the forecast period. Generally, shaving or using hair removal products can be harsh and irritate the skin.

Depilatories suffers from the decline of women’s razors and blades

Overall, depilatories experienced a slight current value decline in 2018. The main reason was the negative current value performance of women’s razors and blades.

A lack of innovation and falling prices in women’s razors and blades

The decline seen in women’s razors and blades in 2018 was also due to the lack of innovation in the category; innovations are needed to attract consumers’ interest. Declining unit prices also had a negative impact on value sales in 2018.

COMPETITIVE LANDSCAPE

Procter & Gamble Austria leads depilatories

Despite seeing a minor share decline in 2018, Procter & Gamble Austria maintained its outstanding lead in depilatories in value terms, and is likely to maintain its lead throughout the forecast period. The company has a long tradition in women’s razors and blades with its well-known and trusted brand Gillette.

Reckitt Benckiser Austria remains second

With a large gap from the leading player, Reckitt Benckiser Austria maintained second position in depilatories in value terms in 2018, and also saw a slight increase in its value share. The company is also set to perform well over the forecast period, due to the success of its brand Veet, which stands for excellence in hair removal.

Beiersdorf sees the most dynamic performance

Beiersdorf is present in depilatories in Austria with a number of products within women’s pre-shave. In 2018, the company recorded the most dynamic value growth within depilatories with a range of Nivea women’s pre-shave products, although growth was from a very low base due to these products being available for only a couple of years.

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