Female consumers purchased fewer razors during the initial outbreak of COVID-19 as more time spent at home and a lack of social contact led to a more relaxed approach to personal grooming routines. Nonetheless, depilation has a strongly established role in female consumers’ daily lives and, overall, demand remained relatively stable during 2020.
Convenience stores, supermarkets, hypermarkets and direct sellers continued to gain share in depilatories in 2020, while drugstores/parapharmacies and chemists/pharmacies saw their shares continue to fall. This reflected the evolving retail landscape in Bosnia and Herzegovina and closely matched the pattern set by more developed markets.
Procter & Gamble remains the clear leader in depilatories through its Gillette Sensor Excel brand. Private label remained a relatively weak presence overall in depilatories in 2020, although dm-Drogerie Markt was the exception to this and continued to develop its presence in the category during the year.
Depilatories is expected to maintain steady year-on-year growth throughout the forecast period, having been significantly less impacted by the COVID-19 crisis than other beauty and personal care categories. The lasting shift to remote working, with many workers operating from home at least some of the time, poses a potential threat to the category’s development as it will reduce the amount of social contact that consumers have on a day-to-day basis.
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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Depilatories research and analysis database.
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