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