Depilatories in Hungary

PROSPECTS

Natural opportunities

The share of depilatories within beauty and personal care increased over the review period in Hungary. Despite the fact that the category is rather mature and there is fierce competition from alternatives, such as electronic devices used either at home or in a salon, depilatories has still much room for growth, thanks to continuous new product development and innovative formulae.

Shaving is still preferred

Thanks to rising disposable incomes, permanent salon depilatory solutions, such as laser or IPL, gained popularity over the review period in Hungary. Beauty salon and at-home electronic depilatory appliances are the main competitors for hair removers/bleaches and women’s razors and blades.

Seasonal demand

Depilatories is a highly seasonal category. Although many consumers use these products throughout the year, the summer months usually show a dynamic increase in the frequency of product usage.

COMPETITIVE LANDSCAPE

A strong leader

Procter & Gamble Magyarország Nagykereskedelmi maintained its strong lead in depilatories in value terms in 2018. The company’s successful brand, Gillette, is popular amongst both male and female consumers.

Price sensitivity

Due to strong price sensitivity in razors and blades, companies tend to offer frequent promotions and multipacks in order to compete. The majority of the target consumers opt for disposable razors and blades instead of alternatives due to their relatively lower price.

A new gel wax formula

Reckitt Benckiser Hungary was dominant in hair removers/bleaches in the review period. In order to offset the decreasing interest in depilatory creams due to health concerns, the Veet brand also offers many types of waxes.

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