Depilatories in Austria

PRE-COVID-19 PERFORMANCE

Consumers continue to look for depilatories designed for sensitive skin

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 suffers from the declining women’s razors and blades sales

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 leads depilatories; Wilkinson Sword’s new Intuition f.a.b. shaves backwards and forwards

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within depilatories

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.

Recovery and opportunities

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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