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