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Depilatories continued to see dynamic current value and retail volume growth in 2019. Hair removers/bleaches remained the largest category in value terms, and also saw the highest current value growth.
During 2019, price competition and product specialisation continued to set the pace for demand in depilatories across modern and traditional grocery retailers, as well as beauty specialist retailers and chemists/pharmacies. Modern grocery retailers kept increasing their levels of segmentation in terms of product types and added-value proposals, ranging from razor multipacks to depilatory gels.
Value sales of depilatories continued to be concentrated amongst three major players in 2019, Reckitt Benckiser Centroamerica (Veet), Grupo Moreno (Satin Smooth and Beauty Image) and Procter & Gamble Interamericas de Costa Rica (Gillette). In the case of Reckitt Benckiser and Procter & Gamble, they have been able to defend their positions though wide availability across grocery retailers and chemists/pharmacies.
Depilatories is now expected to see a 2% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is much lower than the 4% growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Although COVID-19 is expected to have a negative impact on the growth rate of depilatories, there are not expected to be any major changes to the patterns of growth seen the previous year. All depilatories categories are expected to see similar current value growth rates in 2020, but the increase will purely be down to price rises, as all categories are also expected to see retail volume declines.
Demand for depilatories is expected to return in 2021, with a strong improvement to current value growth and a return to retail volume growth. However, the growth rates are not expected to reach pre-COVID-19 levels until 2022, meaning that the category is expected to take some time to recover.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Costa Rica 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 Costa Rica, 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.