Depilatories in Finland

PRE-COVID-19 PERFORMANCE

Depilatories becoming less popular in 2019

Depilatories is a relatively mature category in Finland, despite its small size. With little innovation these products stagnated over the review period, with steeper declines registered in 2019.

Consumers continue to move away from disposables in 2019

Women’s razors and blades recorded declines in volume and current value sales in 2019. Within the category the gradual migration from disposables to systems continued.

Large companies characterise depilatories in 2019

Large international players, including Procter & Gamble Finland, Reckitt Benckiser Nordic and Société Bic led depilatories in Finland in 2019. These players invest heavily in social media as a means of marketing.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of Coronavirus (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

All categories of depilatories registered declining constant 2019 value sales in 2019. The trend is set to be reversed in 2020, with all categories expected to return to growth in 2020, almost entirely due to price increases.

Recovery and opportunities

Depilatories is expected to return to a constant 2019 value decline in 2021. Volume sales will, however, record growth as women replenish their stocks of depilatories after the COVID-19 epidemic.

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