Depilatories was among the areas of the Croatian beauty and personal care market that received a boost from the outbreak of COVID-19, with demand for these products surging as beauty salons offering professional hair removal services remained closed for most of the year due to lockdown measures. However, in 2021 the category saw total volume and current value sales decline as the easing of public health restrictions allowed beauty salons to reopen, while the rollout of vaccines and falling infection rates made consumers less fearful of contracting the virus when visiting such establishments.
Aside from the return of consumers to beauty salons, the increasing popularity of alternative at-home hair removal solutions had a negative impact on the overall performance of depilatories in 2021. In particular, demand was weakened by the growing use of electrical devices such as epilators, shavers, IPL (intense pulsed light) machines etc.
Women's razors and blades and hair removers/bleaches continued to account for the lion’s share of depilatories volume and current value sales in 2021, with women’s pre-shave remaining an underdeveloped category. There have historically been relatively few women’s pre-shave products available in Croatia, and the entry of new players into this area has recently been discouraged by pandemic-induced disruption and uncertainty.
Depilatories should see total volume and current value sales return to positive territory in 2022, and is then expected to expand steadily in both respects over the rest of the forecast period. Despite the popularity of professional hair removal services, many Croatian women still consider these products to be necessities, particularly for occasions when they do not have the time or cannot afford to visit beauty salons.
While the outlook for depilatories is broadly favourable, overall growth rates are expected to remain relatively modest throughout the forecast period, particularly in volume terms. This is partly because the core base for these products – younger to middle-aged female consumers – is shrinking due to high emigration and population decline in Croatia.
Women's pre-shave is projected to be the most dynamic performer within depilatories in volume and current value growth terms over the forecast period. This is mainly because sales are emerging from a low base, as it will remain something of a niche category.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Depilatories industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Depilatories industry in Croatia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!