Depilatories remains a small category in Guatemala in 2021. Women’s razors and blades, with the leading brand Venus by Gillette, accounts for the largest share of sales in the category as it offers a wide range of prices, from economy disposable blades to more sophisticated products such as razors with interchangeable heads which have up to five blades.
Seasonality continues to impact demand for depilatories for Guatemala. During the winter when the wearing of jeans is more common amongst younger women, they do not feel it essential to remove the hair on their legs as regularly.
Depilatories continued to be dominated by multinational players in 2021, led by Procter & Gamble Interamerican, which increased its share during the year. The player benefits from offering a large portfolio of brands, ranging from economy products such as Prestobarba 3 Mujer, which caters to a wide consumer base, to imported razors and blades such as Gillette Venus, including Gillette Simply Venus Disposables or more sophisticated products including systems, allowing consumers to simply purchase new blades rather than having to replace the entire razor.
Over the past 10 years, laser depilatory retail stores have expanded across Guatemala and prices have lowered significantly, making their services far more accessible to a wider consumer base. This has impacted the growth of depilatories over the review period and is expected to continue doing so during the forecast period.
Due to the size of depilatories in Guatemala and the positive development of substitute products, companies are not innovating or investing in the market. There is also not expected to be any significant innovation in depilatories going forward, further hampering the future growth potential of the market over the course of the forecast period.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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