Depilatories saw a more stable performance in 2021 as consumers started to pursue more active lives outside the home compared to 2020. Nonetheless, while the category returned to growth in retail volume terms it continued to register a small decline in current value terms.
Women’s razors and blades remained the largest category with these products being relatively affordable and familiar to consumers; however, hair removers/bleaches remained the more dynamic category in 2021 in value and volume terms. New formulas and applicator formats were launched towards the end of the review period with fewer chemical ingredients as players looked to gain an advantage over women’s razors and blades.
Companies received a boost from the explosion in e-commerce seen during 2020 as many consumers preferred to shop from the safety of their home rather than going to brick-and-mortar stores. Brands continued to focus on e-commerce in 2021 despite consumers returning the store-based retailers.
Depilatories should continue to see growth in retail volume terms over the forecast period, with sales likely to be boosted by consumers returning to more active work and social lives outside the home. Nonetheless, the category is only projected to see moderate growth over the forecast period with the category expected to face mounting competition from beauty appliances.
The reopening of beauty salons and laser hair removal clinics will likely also present a significant challenge to the growth of depilatories in Colombia. Consumers are becoming increasingly interested in long-term hair removal solutions such as laser hair removal, electrolysis, and intense pulsed light (IPL).
Within razor systems, women’s razor systems have emerged but this is still a niche area. As an increasing number of consumers are seeking more sustainable products, there is the potential for products which use recycled or recyclable materials to gain a foothold in the market.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Colombia 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 Colombia, 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.
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