Executive Summary

Jun 2019
PROSPECTS
Value sales of depilatories are expected to see stagnation over the forecast period

Depilatories is projected to see stagnation in value terms at constant 2018 prices over the forecast period, due to the maturity of the category. It is also expected that more women will use permanent hair removal solutions and aesthetics services.

Women’s pre-shave is set to see the strongest growth

Over the forecast period, women’s pre-shave is projected to see the strongest growth in value terms at current prices; however, it will remain a niche. The category competes with substitutes such as bar soap, shower gel and hair conditioner, and as a niche the category has only a few players.

Natural ingredients as a key factor of growth

Over the forecast period, players in depilatories are expected to incorporate more natural ingredients in product formulations, in order to meet the growing demand for “clean” products. Ingredients that aim to be gentle on the skin are expected to continue to drive growth in hair removers/bleaches and women’s pre-shave; for example, flower and fruit essences, vitamin E, omega-3, healthy oils, aloe vera and other plant-based ingredients.

COMPETITIVE LANDSCAPE
Procter & Gamble de Colombia SA leads depilatories

Procter & Gamble was the leading player in depilatories in 2018. The company’s position can be attributed to its strong presence in women’s razors and blades, the largest category within depilatories, with its brands Gillette Venus and Gillette Satin Care.

Reckitt Benckiser dominates hair removers

Reckitt Benckiser continued to dominate hair removers/bleaches in 2018. Veet outsells other hair remover brands not only due to its wide distribution across all retail channels, and extensive portfolio in comparison to other brands, but also the strong consumer awareness of the brand.

Belleza Express SA holds the second position

Belleza Express SA, which represents Procter & Gamble’s brand Depilex in Colombia, held second place in hair removers/bleaches in 2018; however, its share is quite small in comparison to the leader. The brand is a popular choice among price-sensitive consumers, aided by strong promotional strategies, such as buy-one-get-one-free.

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Depilatories in Colombia

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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.

The Depilatories in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Colombia?
  • What are the major brands in Colombia?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • 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

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

Depilatories in Colombia - Category analysis

HEADLINES

PROSPECTS

Value sales of depilatories are expected to see stagnation over the forecast period
Women’s pre-shave is set to see the strongest growth
Natural ingredients as a key factor of growth

COMPETITIVE LANDSCAPE

Procter & Gamble de Colombia SA leads depilatories
Reckitt Benckiser dominates hair removers
Belleza Express SA holds the second position

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Colombia - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care continues to see growth in 2018
Retailers launch new private label beauty and personal care products
Demand for natural products increases across all categories
100% Colombian, 100% vegan offering
A positive performance is expected over the forecast period

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources