Depilatories in Estonia

PRE-COVID-19 PERFORMANCE

Expansion of salons hampers growth in 2019

Depilatories witnessed slowed current value growth in 2019 and continued negative growth in terms of constant value. The category overall suffers from increasing competition from salons offering professional hair removal treatments, particularly those promise long-term or permanent results.

Women continue to shift to more favourably priced men’s pre-shave in 2019, while hair removers/bleaches lacks development

Women’s pre-shave continued to decline in 2019, with demand undermined by the products’ easy replicability and by their relatively high cost compared to men’s pre-shave products. Several Estonian women continue to shift towards using men’s pre-shave products for economic reasons, finding no advantages in those aimed at women specifically.

Procter & Gamble maintains clear lead with Gillette brand in 2019

Procter & Gamble Services Eesti OÜ maintained its outright leadership of depilatories overall in 2019, as well as leading both women’s pre-shave and women’s razors and blades. The company’s success in depilatories is thanks to the strength of its Gillette brand.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Hair removers/bleach is undergoing the slowest decline within depilatories in 2020 but maintains an only minimal presence. Women’s pre-shave continues to see the fastest fall.

Recovery and opportunities

From summer 2020, depilatories is expected to rebound in terms of growth. The closure of salons will mean a boost for sales as women begin to spend more time outside of the home, and several consumers are expected to remain initially wary of salons as they reopen due to the increased risk of infection in such venues.

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