Depilatories in Colombia

PRE-COVID-19 PERFORMANCE

Growth is challenged by alternative methods of hair removal

Most women in Colombia consider hair removal an integral part of their grooming routine and are always looking for affordable, long-lasting options. Sales of depilatories are completely driven by price, and there is little room to grow the consumer base, as in Colombia girls already start to use these kinds of products young, from 12-14 years old.

Innovative products are offered, and subscription razor services could arrive in the country

Although women’s razors and blades remained the largest category in current value terms in 2019, it saw volume and current value declines, whilst hair removers/bleaches saw current value growth, but a retail volume decline. Convenience and a long-lasting effect are key trends within depilatories, and there is rising consumer interest in innovative hair removers/bleaches in cream and gel formats.

Multinationals dominate with wide distribution and constant innovation

Procter & Gamble maintained its lead in depilatories in Colombia in value terms in 2019, with its Gillette brand dominating both women’s razors and blades and women’s pre-shave. The popularity of its various Gillette variants can be attributed to the company’s wide distribution network, affordable price points and extensive range of products, featuring benefits such as moisturising formulae, a clean shave and less irritation.

2020 AND BEYOND

COVID-19 impact

Depilatories is now expected to see a 3% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is slightly better than the 4% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

All categories within depilatories are expected to see better current value and retail volume performances in 2020 than seen in the previous year. However, this does not mean that there will be significant changes in trends.

Recovery and opportunities

COVID-19 is not expected to have a long-standing impact on demand for depilatories. As beauty salons reopen and women go back to professional hair removal, a return to current value decline is expected in depilatories in 2021, after a year of growth in 2020.

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