Depilatories showed a small increase in 2021, performing better compared to 2020 but not recovering to 2019 sales levels. Closed salons and laser hair removal specialists (depilatories’ key competitors) in the first quarter of 2021 translated to a better performance for depilatories in the period, while a more extrovert 2021 summer also helped sales – compared to 2020 anyway, in a context of steadily declining sales of depilatories over the review period due to the rise of laser hair removal salons.
Interestingly, in terms of value sales, the key category of women’s razors and blades, which was in decline in Greece over the earlier years of the review period, showed a marginal increase in 2020 and 2021, as it represented a cheap solution. Consumers, when deprived of going-out occasions, seem willing to choose the fastest, easiest, cheapest solution, and as regards depilation this is razors and blades, which are considered to be the low-end of products available, perhaps even spoiling women’s proper depilation that they receive in laser hair removal salons.
Established global players continued to lead sales of depilatories throughout 2021. In hair removers/bleaches, Reckitt Benckiser Hellas SA remained dominant with its Veet brand, which enjoys wide availability in supermarkets, followed by Strep Viso from local player GR Sarantis SA.
Sales of depilatories are expected to witness continual decline in Greece over the forecast period, reverting to the decline trend seen before sales were boosted during the two lockdown periods when all beauty salons were forced to close. The return to (some sort of) post-COVID normality over the forecast period will lead consumers to re-endorse their migration trend towards laser hair removal salons.
The increase of sales of women’s razors and blades in Greece during 2020 and 2021 will be short-lived, as the return to normal routines will mean that consumers will strive to regain higher-quality, longer-lasting, professional depilation. Manufacturers of razors will try to respond to this and moderate value loss by introducing higher-priced, innovative products.
While the return of consumers to professional salons will keep taking a toll on depilatories as a whole, hair removers/bleachers will see a milder decline compared to women’s razors and blades. This will be because those consumers that, for financial reasons (related to the effects of the COVID-19 crisis but also due to the general wave of price increases across goods and energy bills), will be forced to perform in-home depilation will probably shift towards hair removers/bleaches which are believed to provide longer-lasting results.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Greece 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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