Demand for depilatories experienced a slowdown in 2020, largely linked to the higher levels of home seclusion as a result of the response to COVID-19. As consumers rarely ventured outside apart from essential shopping and were unable to socialise with friends, consumers became less concerned about this area of personal grooming, lengthening the replacement period of depilatories and translating to fewer purchases in 2020.
Apart from the pandemic, depilatories faced another obstacle to development in 2020. Notably, the increasing number of beauty salons in Georgia that offer affordable alternative solutions to depilatories purchased for home usage continued posing competition to the category in 2020.
Depilatories in Georgia remained heavily reliant on imports in 2020, and therefore continued to be dominated by international companies, which enjoy strong consumer loyalty and competitive prices. The category remained fairly consolidated and led by The Procter & Gamble Co due to its major brand Gillette within the larger category of women’s razors and blades, benefiting from wide availability and consumer trust, in addition to women’s pre-shave, the latter of which holds low competition and a more limited assortment of products.
Depilatories is set to post stronger current value growth from 2021 onwards. However, disposable incomes are still expected to face challenges from the economic fallout of the pandemic in 2021.
In the forecast period, the growing trend of consumers going to salons for professional depilatory services will continue to present an obstacle to faster growth for depilatories. Furthermore, the increasing number of beauty salons offering these services has created strong competition in terms of pricing and therefore, they will continue becoming more affordable to a wider target audience.
Increasing availability of depilatories through modern retail channels will help promote these products and expand awareness amongst consumers in the forecast period. Additionally, as the competition between modern grocery retailers and chemists/pharmacies increases, it will facilitate the launch of more affordable brands and widen the share structure in the forecast period.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Georgia 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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