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