Depilatories in Egypt

PRE-COVID-19 PERFORMANCE

Women like the convenience of razors and blades, while sugar waxing remains popular among women not in formal employment

The depilatories category saw good growth in volume and value terms in 2019 due to limited price increases. Women’s razors and blades saw the most dynamic performance due to affordable prices, and the variety available.

Eva maintains lead with good price/quality ratio, launches new facial hair bleach

Eva Cosmetic Laboratories continued to dominate the category as a whole in 2019, and consolidated its leading position with a value share gain. Eva’s ONE cream and wax strips led sales overall due to low competition.

Easy competes with range of wax products, Gillette dominates razors and blades, but is constrained by high prices

Easy Beauty Co was second in the category in 2019 thanks to the Easy Sweet brand of wax products. This was due to its low prices and high quality, coupled with availability in all trade channels.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within depilatories

As a result of COVID-19, the women’s razors and blades category has seen a slightly positive performance due to increased availability online. Women who still wish to shave their legs have opted to purchase razors and blades via the internet, instead of visiting bricks and mortar outlets, where the risk of infection is greater.

Recovery and opportunities

Retail sales of depilatories should see an uptick due to switches from salons to home alternatives. Overall, the depilatories category will witness growth over the forecast period due to increased competition between the local brands in Egypt at a variety of affordable prices, which will represent a lot of options for consumers.

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