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Hair removal continued to be a concern amongst a growing number of Danish women in 2019, reflected by the rise (albeit slight) in value sales of depilatories over prior year. Following grooming trends they saw online or via social media, many women associated hairless and smooth skin with a well-groomed and attractive appearance.
Danish women continued to seek gentler and longer-lasting, more permanent hair removal solutions in 2019, and with their growing disposable incomes an increasing number turned to beauty salons that offered professional hair removal services, such as waxing, intense pulsed light (IPL) and laser treatments. The popularity of these professional services was boosted by the ongoing commercial trend of declining fees/prices.
Consistent with its strong performance throughout the review period, Procter & Gamble Danmark grew its value share in 2019 and maintained its hold on leadership in depilatories. The company’s commanding value share was a result of the popularity of products offered under its Gillette brand, which continued to take advantage of its very high levels of brand recognition and customer loyalty.
Sales of depilatories are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
All areas of depilatories are expected to continue to see declines in retail volume sales in 2020. Indeed, economic uncertainty brought about by the COVID-19 pandemic is convincing many households to rein in their spending wherever possible, and for many this includes purchases of depilatories.
Even as COVID-19 lockdown restrictions are lifted in 2020, volume sales of depilatories are expected to decline 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 and unease felt in the job market. Going forward in 2021, these concerns are expected to persist and they will continue to influence consumers’ purchase decisions, often driving newly-frugal women to investigate lower-priced alternatives.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Denmark 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.
If you're in the Depilatories industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.
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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.