Depilatories was negatively affected by the pandemic, as with women going out less, there was less demand for depilatories. With the pandemic still lingering in 2021, depilatories registered a second year of volume decline, though current value increased.
Value sales of depilatories continued to be concentrated amongst three major players in 2021: Procter & Gamble, Reckitt Benckiser and Ursus, distributor of Edgeware Personal Care Brands. Procter & Gamble’s Gillette Venus is by far the most popular brand and leads in razors and blades, while Veet and Avon are the dominant brands in hair removers/bleaches.
Women’s razors and blades continued to be the most popular product by far and also registered the highest current value growth, as they are perceived to be the most convenient hair depilatory. Women’s pre-shave registered the lowest value growth and also the lowest vales sales, with many consumers substituting soap for shaving foam.
Depilatories will register negative constant value growth and also marginal volume decline over the forecast period. The product area is mature, with little room for further growth.
Women’s razors and blades is expected to remain the most popular product, largely due to the ease of use. Concerns over the environment could see a gradual shift to systems over disposables, while there is also the potential for companies to step in with subscription services offering regular supplies of refill blades, as has been seen in men’s razors and blades.
Permanent hair removal with laser technology is becoming more common among middle- and higher-income consumers. While the price point for laser hair removal remains high, it is expected to become less expensive over time and this represent a long-term threat to depilatories.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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