Depilatories in Bosnia and Herzegovina

PRE-COVID-19 PERFORMANCE

Return to positive growth for depilatories in 2019 as hair removers/bleaches continues to expand

Depilatories made a return to positive current value growth overall in 2019. Producers tended to focus on improving distribution and marketing support for their existing portfolios in 2019 as opposed to undertaking any significant new product launches.

Evolving attitudes to teenage hair removal widen base for depilatories

Hair removal for teenage girls has traditionally been regarded as a taboo in Bosnia-Herzegovina, reflecting the generally conservative attitudes of the country’s consumers. However, there were signs that this was beginning to change in 2019.

A dynamic distribution landscape with continued weakness for private label and regional players overall

Convenience stores, supermarkets, hypermarkets, beauty specialist retailers and direct selling all recorded growth in their respective value shares in depilatories in 2019, while declines were recorded for traditional grocery retailers, chemists/pharmacies and drugstores/parapharmacies. This reflected the evolving retail landscape in Bosnia-Herzegovina and closely matched the pattern set by more developed countries.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Women’s razors and blades and hair removers/bleaches are recording the sharpest falls in sales in 2020. This is likely to reflect the reduced opportunities for social interaction and more time spent indoors during lockdowns, with consumers adopting a more relaxed approach to personal grooming.

Recovery and opportunities

The niche area of women’s pre-shave is expected to present the strongest growth prospects for value and volume growth post-2021. Stronger growth for hair removers/bleaches is also expected in 2021.

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