Depilatories in Denmark

PROSPECTS

The trend towards a hairless appearance supports demand for hair removal

Hair removal is becoming increasingly important for a growing number of Danish women, as they associate hairless and smooth skin with a well-groomed and attractive appearance. Many Danish women use hair removal techniques on their legs, armpits and genital areas.

Growing popularity of alternative hair removal methods threatens depilatories

Danish women continued to seek gentler and longer-lasting hair removal solutions in 2018. With growing disposable incomes due to the improving Danish economy, an increasing number of consumers turned to beauty salons offering waxing, intense pulsed light (IPL) and laser treatments.

COMPETITIVE LANDSCAPE

Procter & Gamble Danmark leads depilatories

Procter & Gamble Danmark continued to lead depilatories in Denmark throughout the review period and in 2018 due to the popularity of the company’s Gillette brand, which enjoys a very high level of brand recognition and loyalty in depilatories and has set the standard for women’s razors and blades, as well as women’s pre-shave in Denmark. Apart from strong brand recognition, Gillette also enjoys wide retail distribution and prime shelf positioning in most Danish retailers.

No major shifts expected in the competitive landscape

Given the strong position of Procter & Gamble Danmark by way of the Gillette brand it is unlikely that the forecast period will witness any major shift in the competitive landscape. Procter & Gamble will likely continue to innovate and launch new products in order to secure and further expand its leading position.

Strong brands make it difficult for private label to compete

With strong brands such as Gillette, Veet and Bic in depilatories, private label products found it difficult to gain any traction and accounted for a marginal value share over the review period and in 2018. Most Danish women view hair removal as something that requires a quality product which can deliver a safe and effective result and because of this they generally entrust the task to well-known brands.

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