Depilatories returned to growth in 2021, although in constant value terms spending levels did not yet return to pre-pandemic levels. The gradual reopening of the economy and the return to the workplace, as well as relaxation of restrictions on travel and socialising were the main drivers of growth.
In 2021, the number of competing brands within women’s razors and blades was limited. Additionally, women’s razors and blades sales was cannibalised by men’s razors and blades where there is a greater variety of brands and types.
Depilatories have continued to innovate in 2021 in Bulgaria, reflecting the immaturity of the category. New launches have included products aimed at specific consumer groups, such as the launch of depilatories for men.
Depilatories is in for a moderately stronger growth over the forecast period thanks to the accelerated growth of women’s razors and blades which is set to witness a significant influx of brands and more diverse brand portfolios targeting the female consumer base. The further easing of pandemic-related restrictions from 2022 will increase demand for depilatories, even if in constant value terms spending levels are only set to return to pre-pandemic levels by the end of the forecast period.
The nascent men’s segment may hold strong potential for growth. In common with consumer bases in other regional countries, men in Bulgaria are coming under intensifying pressure to conform to beauty and fashion norms.
Economy brands are set to see solid growth over the forecast period, a trend that will continue to restrict unit price growth. While the Bulgarian economy rebounded in 2021, Russia’s invasion of Ukraine in February 2022 will have a disproportionate impact on Bulgaria as the country relies heavily on Russian gas imports.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Bulgaria 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 is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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