Depilatories benefited from an expanding consumer base in 2019, despite per capita consumption remaining low. Women’s razors and blades for example attracted a growing number of consumers, although most women continue to use men's razors and blades for shaving.
Depilatories faced a growing threat from long-term depilation solutions at the end of the review period, with these gaining popularity. Photoepilation is in particular becoming more accessible and popular.
Procter & Gamble remained the leader in depilatories in 2019 and further gained share in the year, helping to drive the dynamism seen in women's razors and blades via promotions for its Gillette Venus and Gillette Satin Care brands. Second-ranked Reckitt Benckiser proved less successful with its Veet brand in hair removers/bleaches, despite the brand’s wide distribution reach.
Sales of depilatories are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Economic uncertainty in the wake of the COVID-19 pandemic has encouraged many to cut back on spending where possible, with all product areas in depilatories likely to see retail volume declines in 2020 as a result. The most resilient product area is expected to be women's razors and blades, with these typically viewed as offering the best value in depilatories.
Demand for depilatories is expected to remain muted in 2020, even as the COVID-19 lockdown is eased, due to consumers’ economic concerns. Consumers will continue to prioritise essential purchases at the start of the forecast period and many women will opt for economy men's razors and blades as a lower-priced alternative, while those still buying women's razors and blades will be likely to replace these products less frequently.
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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 report originates from Passport, our Depilatories research and analysis database.
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