Sales of depilatories stagnated in 2020 in 2020 constant value terms in light of the impact of COVID-19. The COVID-19 pandemic had a negative impact on depilatories.
In 2020 women's razors and blades remained the most popular product area for depilation in Azerbaijan. Razors and blades are affordable and extremely convenient to use and to carry when necessary, while more and more women become more aware of the soothing effects of using women’s pre-shave.
Procter & Gamble Azerbaijan remains the leading company, being most recognised among female citizens thanks to its products' wider distribution and strong advertisement through local and international TV channels. Procter & Gamble Azerbaijan distributes its main brand Gillette Venus through healthcare and beauty specialist retailers as well as modern grocery retailers, such as supermarkets, hypermarkets and convenience stores.
Sales of depilatories are forecasted to portray a constant growth rate over the forecast period. As the pandemic subsides and social conditions return to normal, consumers are likely to gradually resume behaving and spending in line with their regular routines, benefiting sales.
Permanent hair removal through beauty salons continued its dynamic advancement prior to the pandemic, significantly hampering the growth of depilatories. The number of women using laser depilation continued to grow toward the end of the review period, particularly with rising consumer awareness and improved technology.
Enhancement of the brand and global recognition are expected to retain Procter & Gamble Azerbaijan in leading positions in depilatories with reduced opportunities to enter the market for other players over the forecast period. The economy segment within depilatories is gathering momentum amongst lower-income consumers with Super-Max capitalising on this trend better than other brands.
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This report originates from Passport, our Depilatories research and analysis database.
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