Depilatories in Croatia

PRE-COVID-19 PERFORMANCE

Weak performance from depilatories in 2019, shaving remains most popular method

Despite healthy growth in households’ disposable income, the depilatories category did not see good results in 2019. Growth was slow, mostly due to a lack of novelty.

Shaving giants lead the category thanks to extensive product ranges, longstanding presence, and advertising support

Given the domination of shaving as a depilation method, the two multinationals with their pre-shave and razors/blades commanded the greatest proportion of sales. In 2019 Gillette with Venus, and Reckitt-Benckiser with Veet, had the widest product portfolios, the best shelf positioning, and were most active in terms of advertising.

Consumers prefer branded products over private label alternatives

Private label attempted to attract price-aware consumers in 2019, but as depilation may not be performed so frequently, women tended to stick with branded alternatives. Balea by dm-Drogerie Markt doo represented the only serious contestant from the private label side.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to see negative 5% growth in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to the 1% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within depilatories

More modern, less traditional products are set to be particularly impacted by COVID-19 in 2020. Hair removers/bleaches and women’s pre-shave are predicted to see a notably reduced performance compared with 2019: the former because they are considered more convenient, which has not represented an added value factor with consumers remaining at home, the latter because such products are considered non-essential.

Recovery and opportunities

As lockdown restrictions ease and consumers return to work and socialise more frequently, demand for depilatories is set to return as the forecast period progresses. There may be an opportunity for manufacturers of cheaper brands or private label razors and blades to hold on to those consumers they gained during the COVID-19 crisis.

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