Executive Summary

Jun 2019
PROSPECTS
Depilatories is a competitive, mature category with weak growth drivers

Although depilatories managed to increase in current value terms in 2018, it faces challenges and is projected to grow only slowly in current value terms over the forecast period. The category is mature, and consumers enjoy a range of other hair removal options, whilst the growth of internet retailing is increasing the competition.

Decline in women’s pre-shave

Women’s pre-shave saw a current value decline in 2018, and is expected to see a flat current value performance over the forecast period. Women’s pre-shave faces strong competition from readily available and convenient lather and foam substitutes, such as body wash/shower gel and bar soap.

Steady growth in demand for natural products

Women’s hair removers/bleaches is seeing rising demand for natural products. Driving this trend is a consumer shift from depilatories containing harsh ingredients that can irritate the skin.

COMPETITIVE LANDSCAPE
Procter & Gamble and Edgewell Personal Care Brands continue to dominate

Procter & Gamble and Edgewell Personal Care Brands continued to dominate depilatories in 2018, thanks to their strength in women’s razors and blades and women`s pre-shave. Gillette from Procter & Gamble provides a full line of razors, blades and pre-shave products through the Gillette Daisey, Gillette Venus and Gillette Satin Care brands, whilst Edgewell competes with its Schick razor brands and Skintimate women’s pre-shave products.

Men’s online razor subscription services cannibalise women’s razors and blades

Men’s razors and blades subscription services Dollar Shave Club and Harry’s Razors have cannibalised women’s razors and blades by attracting female subscribers, and by couples sharing the blades delivered through the subscriptions. Women are attracted to the lower prices offered by subscription services in order to obtain value for money.

The launch of products containing natural ingredients

Several companies have launched products containing natural ingredients, especially in women’s hair removers/bleaches. For example, the Nair brand, owned by Church & Dwight, offers Au Naturel Milk & Honey Roll-on Wax, formulated with 85% moisturising sugar for dry and sensitive skin.

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Depilatories in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Canada?
  • What are the major brands in Canada?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in Canada - Category analysis

HEADLINES

PROSPECTS

Depilatories is a competitive, mature category with weak growth drivers
Decline in women’s pre-shave
Steady growth in demand for natural products

COMPETITIVE LANDSCAPE

Procter & Gamble and Edgewell Personal Care Brands continue to dominate
Men’s online razor subscription services cannibalise women’s razors and blades
The launch of products containing natural ingredients

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Canada - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care continues to see growth in 2018
Demand for sustainable and natural products continues to rise
International brand owners remain dominant in beauty and personal care
New product launches leverage consumer trends
A positive performance is expected over the forecast period

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources