Depilatories in Brazil

PROSPECTS

Competition from other related categories continues to pressure sales of depilatories

Depilatories are never the first option for most Brazilians as a method to remove body hair. However, the category posted strong growth rates up to 2014, as consumers started including more sophisticated products in their baskets.

Niche products can potentially drive up category sales

Depilatories mostly targets women, but several companies are introducing products to target other growing segments, such as men and teenagers. As the traditional core consumer seems to be more open to other removal techniques, existing brands can further introduce new products targeting men and teenagers as a first step for these consumers to be introduced to other alternatives apart from razors and blades.

COMPETITIVE LANDSCAPE

Procter & Gamble leads, followed closely by Química Geral do Nordeste and Reckitt Benckiser

The leading three companies – Procter & Gamble, Química Geral do Nordeste and Reckitt Benckiser –dominated depilatories in 2017, but each company is stronger in a specific type of product. For example, Depiroll (Química Geral do Nordeste) is known to have a competitive advantage in the roll-on format, while Reckitt Benckiser through Veet is mostly known for offering different types of hair removal in cream format.

Changing competitive landscape predicted

The competitive landscape could see significant changes in the coming years, as Química Geral do Nordeste and Reckitt Benckiser are quite strong in hair removers/bleaches, while Procter & Gamble dominates women’s razors and blades with Gillette. With the expected economic recovery, some consumers may opt to invest in more specific products, placing the companies that are present in hair removers/bleaches in a stronger position to gain share over the forecast period.

Files are delivered directly into your account within a few minutes of purchase.