Demand for depilatories is already established in Germany, which means this is a highly competitive category. In addition, the companies present in depilatories are facing various challenges and threats, dampening growth potential in both 2019 and the coming years.
Product formulations of depilatories are expected to incorporate more organic and natural ingredients, as this is what consumers are currently looking for. In addition, even more focus is likely to be placed on facial hair removal products.
The competitive environment in depilatories is concentrated, with Procter & Gamble leading the category in 2019, followed by Wilkinson Sword and Reckitt Benckiser Deutschland. Procter & Gamble’s lead is based on its high level of brand recognition and consumer loyalty in razors and blades and pre-shave in Germany.
Sales of depilatories are expected to marginally decline in 2020 at constant 2019 value prices in light of the impact of COVID-19. This compares to the marginal increase forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Hair removers/bleaches was expected to see stronger value growth in 2020 due to consumers needing to turn to at-home alternatives to their usual salon visits for hair removal. However, razors and blades and pre-share will continue to decline in 2020 at constant 2019 prices, with demand expected to be negatively affected by people shaving less due to not leaving the home as much as usual.
On the whole, depilatories is expected to record near stagnating value sales (at constant 2019 prices) over the forecast period, with performances roughly in line with those predicted during research conducted at the end of 2019 before the spread of COVID-19. After slight declines in 2020 and 2021, the 2022-2024 period will then see marginally positive growth in what is a relatively mature category.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Depilatories research and analysis database.
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