With women spending more time indoors and less time socialising or at work outside of the home, sales of depilatories declined in 2020. As lockdown measures were removed and social restrictions were eased, growth did start to pick up again with women wanting to shave before going out, with this being particularly prominent in the hot summer months.
Women’s razors and blades remains by far the largest category within depilatories, but largely due to home seclusion it saw a significant decline in sales in 2020. These products are easy to use and are largely affordable; however, even before the outbreak of COVID-19 sales had been under pressure.
Women’s pre-shave is another area that had been struggling for growth prior to COVID-19. Estonian women continue to shift towards using men’s pre-shave products for economic reasons, finding no advantages in those aimed at women specifically, with this trend being further bolstered by the economic uncertainty created by COVID-19.
Depilatories should see a return to growth in 2021 as women return to the workplace and social events and thus become more conscious of the need to remove excess body hair. Having postponed replacing some products, there should be a bounce in sales in 2021, but this is expected to be short-lived with interest in depilatories waning even before COVID-19.
Women’s razors and blades is expected to remain the dominant category, largely due to the ease of use of these products. 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.
Demand for women’s pre-shave is expected to continue falling over the forecast period. Seemingly offering little significant value, and with strong competition from men’s pre-shave, body wash/shower gel, and soap, there seems little hope of an upturn in fortunes.
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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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This report originates from Passport, our Depilatories research and analysis database.
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