In 2018, Georgia still suffered the aftermath of waves of recent currency devaluation. The depreciation of the local currency affected the prices of products which rely on imports, including depilatories.
An increasing number of consumers in Georgia are driven by convenience, and with the rapid rise of beauty salon depilatory services, more women find it more appealing to use laser depilation or waxing services to remove body hair. Consumers are switching to these channels as they are more convenient, time-saving and offer a long-lasting way to get rid of unwanted hair.
Women’s pre-shave products are not considered essential amongst women in Georgia, as they are often substituted with soap or shower gel. This long-standing habit is especially prevalent in rural areas, as the availability of depilatories is very limited.
Depilatories in Georgia is very reliant on imports, and is therefore is dominated by international companies, which can boast of strong consumer loyalty and competitive prices. The Procter & Gamble Co maintained its strong lead in depilatories in 2018 with its major brand Gillette.
Hair removers/bleaches is the smallest category within depilatories. It can be considered as the newest to consumers and is therefore underdeveloped; it is also therefore expected to be the most dynamic in the forecast period.
The development of modern grocery retailing led to the introduction of many value for money offers and price promotions. The competitive prices of most new products appealed to consumers experiencing reduced budgets.
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This industry report originates from Passport, our Beauty and Personal Care market research database.