Retail volume sales of depilatories continued to rise during 2020, but they exhibited their slowest rate of growth in eight years. COVID-19 was the main driver of this: In addition to the economic shock that it engendered, which shock consumer confidence and led many to curb their discretionary spending, the pandemic forced them to spend more time at home and socialise less frequently.
Hair removers/bleaches account for the bulk of retail current value sales of depilatories, but women’s razors and blades gradually gained ground on them over the course of the review period. Women’s razors and blades are mainly used for intimate hair removal by local consumers.
Significant marketing support for depilatories is rare, and consumers are usually only familiar with the products they see on the shelves of retailers. Supermarkets are the leading distribution channel for depilatories, followed by chemists/pharmacies and outdoor markets.
The rate of growth in retail current value sales of depilatories will accelerate modestly during 2021, as the threat posed by COVID-19 begins to fade and daily life normalises, and it will continue to accelerate at a modest pace during the remainder of the review period. An anticipated post-pandemic economic rebound will also play a role in this by boosting consumer confidence.
Women’s razors and blades will continue to gain retail value share from hair removers/bleaches during the forecast period. Their ease of use and particularly their relatively low price vis-à-vis hair removers/bleaches will be the main driver of this.
The absence of domestic players in depilatories may be holding back growth in retail volume and current value sales. If a domestic player manufactured these products locally, it would have a significant cost advantage over its international rivals because it would not have to pay high import taxes.
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