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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.
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.
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.
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).
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Croatia 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.
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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.