Depilatories witnessed significant growth in 2021, with women´s razors and blades recording the most impressive performance. This growth was supported by higher disposable incomes as consumers were able to access cash subsidies from the government and make withdrawals from the pension system as a result of the pandemic.
Depilatories remained a highly consolidated competitive landscape in 2021, with the majority of sales in the hands of international companies such as Procter & Gamble (which strengthened its overall lead) and Reckitt Benckiser with respective brands Gillette Sensor Excel for Women and Veet. Nevertheless, some smaller brands remained relevant since many of these products are becoming more well-known on a national level.
While sales of depilatories continued to be dominated by modern grocery retailers in 2021, with health and beauty specialists also retaining notable share, the emergence of e-commerce in this category in 2020 as a result of the pandemic, offers new opportunities in terms of promotions. The rapid growth of this channel therefore presents an opportunity for the massification of these products that are starting to become part of established home routines, and which are likely to remain relevant over the forecast period.
Taking advantage of the growing interest in hair removers/bleaches with skin care benefits (such as moisturising, softness, cleansing or detox features), companies and especially pharmacies and beauty specialist retailers, have improved their sales strategies by focusing on customer service and orientation. There may be an opportunity to expand these products through dynamic promotions and by stressing their benefits to customers over the forecast period.
Modern grocery retailers such as supermarkets and hypermarkets remained popular distribution channels for depilatories in 2021, offering greater convenience to consumers when they did their regular grocery shop. Brands are likely to ensure that they have a solid presence in these channels moving forward due to their strong outlet networks, with greater consumer reach allowing them to experiment with presenting different sized packaging formats.
As further price promotions and discounting strategies are likely to lead to a further erosion of the average unit price of different depilatories, players will be looking to add value to the category. Sustainable and environmentally-friendly products can be one way of achieving this to attract more conscious consumers.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Depilatories industry in Chile 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.
If you're in the Depilatories industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!