Depilatories in Finland

2021 DEVELOPMENTS

Depilatories sees slow and steady grow in current value sales

Depilatories made slow progress in 2021, driven by added-value products in women’s razors and blades and unit price increases. Current value growth was marginal whilst volume sales continued the downward trend seen in 2020 as demand normalised after the pandemic.

More sustainable options driving razors and blades

As with many other beauty and personal care products, depilatories witnessed a growing selection of sustainable products. The movement from disposable razors and blades to multi-use systems continues, partly as a result of growing consumer concerns about sustainability and the effects of single-use plastic on the environment.

Depilatories remains concentrated among a few players but smaller players and private label are still competing

Large international players, including Procter & Gamble Finland, Reckitt Benckiser Nordic and Société Bic continued to lead depilatories in Finland in 2021, thanks in part to heavy investment in social media as a means of marketing and prominence across retail channels and regular new product development. Procter & Gamble Finland has lost some share to smaller players at either end of the price spectrum, including Greasy Fingers Oy’s premium positioned Geisha Shaver, as well as to private label brands.

PROSPECTS AND OPPORTUNITIES

Depilatories to witness solid value growth driven by hair removers/bleaches

Overall sales value of depilatories will see solid value growth over the forecast period driven by more sophisticated products which will continue to drive up unit prices slightly. Private label ranges are expected to challenge the dominant players more expanding value options for consumers.

Private label to challenging brands further in forecast period

Private label saw strong growth in 2021 eroding retail value share from key brands such as Procter & Gamble Finland, which witnessed a fall in overall category share for the third year running. Depilatories is concentrated among a few players, but private label is expected to continue challenging brands with not only competitive prices, but also more sophisticated launches and a wider product selection.

E-commerce and hair removers offer scope for growth in the category across the forecast period

E-commerce has seen growth in its share of depilatories over the review period, although sales were more modes in 2021. Nevertheless, the channel will undoubtedly continue to make gains in the coming years.