Depilatories in Hungary

PRE-COVID-19 PERFORMANCE

Consumer age drives product choices in 2019

All categories within depilatories recorded current value growth in 2019. Women’s razors and blades delivered the strongest performance in both volume and current value terms, with similar rates of growth for disposables and systems.

Consumers embrace new methods as men increasingly turn to hair removal products in 2019

A recent study showed that women use an average of two to three tools and/or techniques for hair removal. Complementing their tried-and-tested methods, a growing number of women in Hungary were also open to new, longer-lasting solutions such as IPL hair removal in 2019.

Veet and Gillette remain leading brands as Avon falls back in 2019

While Procter & Gamble Magyarország Nagykereskedelmi held the lead in depilatories in 2019 overall, thanks largely to its dominance in women’s pre-shave and women’s razors and blades, Reckitt Benckiser (Hungary) was dominant in hair removers/bleaches with its Veet brand. Veet was also the leading brand in depilatories overall in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

All areas within depilatories are expected to record retail value and volume declines in 2020 as a result of the COVID-19 pandemic. Hair removers/bleaches is set to record the sharpest falls in value sales at constant 2019 prices in 2020.

Recovery and opportunities

All areas are expected to see a return to value growth in 2021, with stronger growth prospects for the category overall throughout the forecast period. Hair removers/bleaches is set to record the strongest value and volume growth and is also set to remain the largest category within depilatories in Hungary.

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