In 2021, Danish consumers continued to spend more time at home and less time socialising and working outside due to the COVID-19 pandemic, reducing demand for depilatories. Current retail value sales declined for the second year in 2021.
Depilatories in Denmark is highly consolidated with strong and very well-known brands such as Gillette, Veet and Bic dominating. These brands all have wide retail distribution and are competitively priced, enjoying high levels of consumer recognition and confidence.
In depilatories, e-commerce was again the fastest growing channel in 2021, taking retail value share from store-based retailers including grocery retailers and health and beauty specialists. The wave of COVID-19 infections early in the year resulted in the closure of many retail stores and a large group of consumers made more purchases online as they spent more time at home.
Depilatories is expected to see some recovery in the early part of the forecast period as life returns to normal and Danish consumers once again spend more time socialising and going to work, with retail value sales reaching pre-pandemic levels in 2023. As the economy strengthens in 2022 and beyond and as consumer confidence is re-established, demand for depilatories is expected to begin to rise.
The sheer dominance of global brands such as Gillette in depilatories is a potential barrier to the development of private label ranges over the forecast period. Nevertheless, Danish retailers will continue to develop and expand private label to include a wider product range of depilatory products.
E-commerce value sales growth is expected to slow over the forecast period and will be much lower than what was seen during 2020. The early part of the forecast period will see smaller retail value growth rates as Danish life returns to greater normality and many consumers return to in-store shopping.
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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.
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.
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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.
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