Executive Summary

Jun 2019
PROSPECTS
Volatility of the local currency drives up values, whilst volume growth lags behind

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.

Beauty salon services hinder growth in 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.

Persistent habits create obstacles to dynamic growth

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.

COMPETITIVE LANDSCAPE
The Procter & Gamble Co and Sté Bic dominate depilatories

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.

Direct sellers have strong positions in hair removers/bleaches

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 retailing supports wider product availability

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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Depilatories in Georgia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Georgia 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 Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Georgia?
  • What are the major brands in Georgia?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • 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

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

Depilatories in Georgia - Category analysis

HEADLINES

PROSPECTS

Volatility of the local currency drives up values, whilst volume growth lags behind
Beauty salon services hinder growth in depilatories
Persistent habits create obstacles to dynamic growth

COMPETITIVE LANDSCAPE

The Procter & Gamble Co and Sté Bic dominate depilatories
Direct sellers have strong positions in hair removers/bleaches
The development of modern retailing supports wider product availability

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Depilatories: % Value 2014-2018
Table 4 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 5 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 6 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Georgia - Industry Overview

EXECUTIVE SUMMARY

Economic development leads to higher spending on beauty and personal care
The volatile currency hinders volume growth
The Procter & Gamble Co leads beauty and personal care
The development of modern retailing threatens traditional channels
A positive outlook for beauty and personal care

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources