Executive Summary

Jun 2019
PROSPECTS
Depilatories stagnates

Depilatories is a relatively mature category and with little innovation seen the category has stagnated somewhat, with this not expected to change significantly over the forecast period. The strong growth of relative newcomer Andrea also took its toll on value growth in 2018 with the more expensive Veet brand losing share to this new rival.

Consumers moving away from disposables

Women’s razors and blades is projected to see the weakest performance over the forecast period with it set to record flat growth in current value terms. Within the category there was a gradual migration from disposables to systems over the review period, with this expected to continue.

New entrants boosts sales of hair removers/bleaches

Hair removers/bleaches was still a somewhat immature area within depilatories in Finland in 2018. This was mainly due to the limited selection of products.

COMPETITIVE LANDSCAPE
Procter & Gamble invests in new product development to stand out

Procter & Gamble Finland Oy increased its dominance in depilatories in 2018 with its Gillette and Gillette Satin Care brands. The company’s range of women’s pre-shave benefited from the exit of Avon Skin So Soft from the category, while in women’s razors and blades it increased its share in part thanks to the improving economy with consumers happy to trade up from lower-priced products and private label.

Veet faces growing competition from Andrea

Reckitt Benckiser Nordic A/S maintained its dominance in hair removers/bleaches in 2018, but it no longer has it all its own way with the company’s Veet brand facing growing competition from American International Industries’ Andrea brand. Andrea only entered Finland midway through the review period but it has rapidly grown in popularity thanks to its more affordable prices and wide range, which includes products that claim to be gentle, such as its Gentle Hair Remover and Gentle Crème Bleach products.

Private label loses share as economy recovers

During the economic downturn many Finns opted for lower-priced private label depilatories. Private label portfolios were also expanded to include more sophisticated products, while still carrying notably lower average unit prices than their branded equivalents.

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Depilatories in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Finland?
  • What are the major brands in Finland?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in Finland - Category analysis

HEADLINES

PROSPECTS

Depilatories stagnates
Consumers moving away from disposables
New entrants boosts sales of hair removers/bleaches

COMPETITIVE LANDSCAPE

Procter & Gamble invests in new product development to stand out
Veet faces growing competition from Andrea
Private label loses share as economy recovers

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Finland - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care benefits from improving economy
Finnish consumers taking a more holistic approach to beauty and personal care
L’Oréal retains lead but faces growing competition
Companies focusing on natural products
Recovering economy points to bright future for beauty and personal care in Finland

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources