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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Understand the latest market trends and future growth opportunities for the Depilatories industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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