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Smooth, hairless skin in areas such as the armpits, legs and bikini zone is still a beauty ideal for many Austrian consumers, reinforced by the media, including movies, social media and celebrity endorsements. However, depilatories was only recording very modest current value growth in 2019, after two years in decline.
Depilatories continued to stagnate in current value terms in 2019, with the overall performance being dragged down by the negative current value performance of women’s razors and blades. This category accounts for the lion’s share of value sales in depilatories, and therefore has a strong impact on the overall growth rate.
Procter & Gamble Austria continued to be the clear leader in depilatories in value terms in 2019. The company has a long tradition in women’s razors and blades with its well-known and -trusted Gillette brand.
Sales of depilatories are now expected to record marginal growth in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the marginal decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
With salons closed during the lockdown, women’s razors and blades will be seeing a marked improvement in sales in 2020 at constant 2019 prices compared with a year earlier. Sales of women’s pre-share and hair removers/bleaches will also be recording improved performances in 2020 than in the previous year.
While demand for depilatories products will see only modest growth in volume and value (at constant 2019 prices) terms over the forecast period, it will at least be positive growth, as compared to the declines seen in the final years of the review period. Women’s pre-shave will continue to record the best value performance over the forecast period.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Austria with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.