Depilatories in Croatia

PROSPECTS

Salons pose a threat to growth

Professional services in Croatia are still relatively cheap. Although the prices in beauty salons are increasing at a rate faster than the increase in disposable incomes, they are still in the affordable range.

Traditional preferences favour razors and blades

Razors and blades had significantly higher value sales than the other two categories within depilatories in 2018. Although seeing a slow decline during most of the review period (although not in 2018), the format reflects the continuation of traditional habits in home depilation.

Hair removers/bleaches set to see the most dynamic performance

Although not showing much faster growth than razors and blades in current value terms in 2018, hair removers/bleaches still showed a general trend of dynamism over the review period. These products have much more competition from professional beauty salons, which slows down growth.

COMPETITIVE LANDSCAPE

Novelty in hair removal comes from local players

The smaller of the two main depilatories categories, hair removers/bleaches, is traditionally dominated by local companies or players based in countries from ex-Yugoslavia. One of the leading brands is Cupko, owned by Croatian company Biokozmetika.

One strong leader in razors and blades

Women’s razors and blades is much larger in terms of value share, and is controlled by international companies. As in men’s shaving, the leading position in 2018 was held by Procter & Gamble with its Gillette extensions Satin Care and Venus.

Shaving sees few new ideas

The leaders in women’s razors and blades seem to have run out of ideas, as they are not showing much activity in terms of launching new products. In fact, it is some aspiring competitors that are showing more inventiveness than the leaders.

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