Sales of all categories of depilatories declined in 2020 as consumers spent more time at home. Less socializing and less time spent working outside the home resulted in smaller demand for depilatories overall.
The leading channels for depilatories, drugstores/parapharmacies and modern grocery retailers, saw a decline in sales in 2020. A relatively large share of depilatories is typically sold via modern grocery retailers, reflecting the low prices attached to these products.
Depilatories in Denmark remained dominated by strong, very well-known and trusted brands such as Gillette, Veet and Bic. These brands are widely available at relatively low-price points, making it difficult for private label to compete.
Depilatories is expected to see some recovery in 2021 and beyond as consumers slowly return to their regular daily habits and spend more time going to work and socializing. However, recovery will be slow as wary consumers continue to reassess their household spending priorities and cut back on purchases of many non-essential products in light of economic uncertainty.
In the forecast period, depilatories will face increased competition from more permanent hair removal procedures. Pre-pandemic, Danish women were turning towards gentler and longer-lasting, more permanent hair removal solutions, increasingly turning towards beauty salons that offered professional hair removal services, such as waxing, intense pulsed light (IPL) and laser treatments.
Drugstores/parapharmacies and modern grocery retailers will remain the leading channels for depilatories in the forecast period. Many consumers will continue purchasing depilatories at modern grocery retailers, where they can purchase them together with other grocery items during their weekly shopping trips.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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