In 2021, the COVID-19 pandemic continued to exert a negative effect on sales of depilatories. Since the onset of the pandemic, depilatories witnessed a significant decline in retail volume terms 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.
Women’s razors and blades generates the lion’s share of value sales within depilatories. Its moderate performance in 2021 strongly impacts value sales of depilatories as a product area as a whole.
There was little change in the competitive landscape in 2021. 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.
Depilatories is expected to see only modest gains over the forecast period with the category having reached maturity. Furthermore, as pandemic-related restrictions are eased many women are expected to return to using professional services for hair removal, which will limit demand for depilatories.
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.
As in other beauty and personal care categories, sustainability is set to remain a focus area in depilatories. Over the forecast period, manufacturers of depilatories will likely focus on sustainable products and packaging.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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