Depilatories in Denmark

PRE-COVID-19 PERFORMANCE

Hair removal considered good grooming in 2019

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.

Growing popularity of alternative hair removal methods threatens depilatories

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.

Procter & Gamble Danmark retains commanding lead in depilatories in 2019

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within depilatories

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.

Recovery and opportunities

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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