Depilatories has been negatively affected by the pandemic, as with women going out less, there was demand for depilatories. With the pandemic still lingering in 2021, depilatories registered a second year of current value and volume decline.
Value sales of depilatories continued to be concentrated amongst three major players in 2021: Procter & Gamble Interamericas de Costa Rica (Gillette), Reckitt Benckiser Centroamerica (Veet) and Grupo Moreno (Satin Smooth and Beauty Image). Procter & Gamble and Reckitt Benckiser have been able to defend their positions though wide availability across grocery retailers and chemists/pharmacies.
In order to win value share, a common practice among the leading players is bundling. Leading razors brand Bic, Gillette, Equate and Pure Silk all offer bundling.
Depilatories will register moderate constant value growth over the forecast period. With society opening up fully, demand will increase.
The growing trend towards organic and natural ingredients is expected to encourage manufacturers to develop and launch new depilatory solutions, such as gentler formulations or odour-free depilation. Convenience will also be a driver of value sales and there will be developments in advanced creams that enable quick depilation.
Permanent hair removal with laser technology is becoming more common among middle- and higher-income consumers. For example, the Europiel Laser Center has expanded and is now present in five malls in the country.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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