Depilatories in Estonia

PROSPECTS

Environmental concerns and switch to professional services impacts depilatories

In 2018, depilatories experienced a rather weak performance. The only factor that prevented the category from negative performance was the increasing value share of more expensive products.

Hair removers/bleaches performs best in 2018

Hair removers/bleaches was the only category that did not see a decline in volume sales in 2018. However, considering that this is still a developing category with a relatively limited product assortment, even its performance was relatively weak.

More optimistic future is expected for depilatories

Over the forecast period, depilatories is expected to stabilise and see positive development. The further improving purchasing power is expected to drive sales of more expensive products and contribute to value growth.

COMPETITIVE LANDSCAPE

Procter & Gamble leads sales in depilatories in 2018

Procter & Gamble continued to lead sales of depilatories in 2018 on the strength of its Gillette brand, which accounted for more than half of total sales of women’s preshave and women’s razors and blades. Long presence in Estonia, a world-famous brand, significant advertising support and strong distribution all allowed the company to secure strong positions throughout the review period.

Fewer changes in competitive environment

In 2018, there were few changes in the competitive landscape. A few players continued to dominate depilatories, whilst other players accounted for a limited or even marginal share of value sales.

Value-added products expected to dominate future launches and developments

Over the forecast period, producers are expected to develop further value-added products, as demand for these will continue. Leading players will also continue to dominate in advertising, thus fast development of newcomers that could gain a noticeable share of sales is not expected in upcoming years.

Files are delivered directly into your account within a few minutes of purchase.