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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.
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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Colombia 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 Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.