Depilatories continues to record solid growth in 2021, remaining largely unaffected by COVID-19 as depilation has a strongly established role in female consumers’ daily lives in Bosnia and Herzegovina. Women’s pre-shave outperformed other depilatories categories as female consumers increasingly opted for specialised products targeting women in the category.
Procter & Gamble remains the clear leader in depilatories through its Gillette Sensor Excel brand. Private label, meanwhile, maintains a relatively weak presence overall in depilatories in 2021, although dm-Drogerie Markt is the exception to this and continued to develop its presence in the category during the year.
Convenience stores, supermarkets, hypermarkets and direct sellers continued to gain share in depilatories in 2021, whilst drugstores/parapharmacies and chemists/pharmacies saw their sales continue to fall. This reflected the evolving retail landscape in Bosnia and Herzegovina and closely matched the pattern set by more developed markets.
Over the forecast period, growth in depilatories in Bosnia and Herzegovina is expected to slow due to the worsening performance of one of its most significant product areas, women’s razors and blades. Limited brand availability and the easy substitution of women’s with men’s razors and blades where brand presence is abundant and significant is set to limit the future growth of women’s razors and blades.
In terms of the competitive landscape, the depilatories category is expected to remain highly concentrated, with the leading players set to consolidate their positions in the market. The drugstores/parapharmacies chain, dm-Drogerie Markt, and its Balea brand are well positioned to improve the overall performance of private label during the forecast period, especially as the challenging economic environment resulting from efforts to contain COVID-19 leads to increased consumer price-sensitivity.
Hair removal for teenage girls has traditionally been regarded as a taboo in Bosnia and Herzegovina, reflecting the generally conservative attitudes of the country’s consumers. However, there were signs that this was beginning to change immediately prior to the COVID-19 pandemic.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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