After experiencing a decline in 2020, retail value sales of depilatories continued to fall during 2021, still suffering from fewer trips outside the home. The reduced need to head outside the home for work, exercise or social activities led to a decline in demand for depilatories, since there was considered to be less need to groom and shave on such a frequent basis as before.
Product development and innovation within the hair removal space has focused predominantly on epilator devices, therefore limiting sales of depilatories. The development of increasingly sophisticated epilator devices continues to put pressure on depilatories, as companies develop new products to replicate the salon experience at home.
The competitive landscape in depilatories remained relatively unchanged in 2021, with key players maintaining their rankings. Gillette by Procter & Gamble Germany remained the dominant brand in women’s razors and blades in value terms in 2021, with Gillette Satin Care also maintaining its strong lead within women’s pre-shave.
Women’s razors and blades is expected to continue to dominate depilatories over the forecast period. It is set to remain the most popular method for hair removal due to being cheap, quick, and simple to perform, and is a well-known hair removal method for older consumers who do not want to experiment with new treatments.
Consumers continued to opt for value for money options within women’s razors and blades during 2021. These included disposable razors and blades offered by both branded and private label manufacturers, as well as products with value-added attributes which provide extra benefits on top of shaving.
Professional hair removal services are expected to pose a serious threat to sales of depilatories. This is especially true for premium products, as the consumers who are willing to pay the higher prices for these products are also those who are more likely to be willing to pay for professional treatment.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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