Depilatories in Hungary

PROSPECTS

Stable demand for in-home solutions

Demand for depilatories continued to increase in both volume and current value terms in 2017, whilst unit prices declined slightly. Most consumers are looking for convenient, quick, effective and pain-free depilatories year-round, although the category is seasonal – value sales in the spring/summer are three times higher than in autumn/winter.

Different depilatory methods

Waxing and shaving are the most frequently used methods of depilation in Hungary, due to the busy lifestyles of Hungarian women, since these are time-efficient. Although men also use different depilatories, they still prefer the services of beauty salons to in-home solutions.

Developments in razors and blades and women’s pre-shave

Disposables took the leading position within women’s razors and blades in 2017. The wider availability of inexpensive large packs of multi-blade disposables, as well as declining prices due to price competition, contributed to their popularity.

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead

Since discounting remained the key promotional tool in depilatories in 2017, manufacturers of leading brands focused on promoting their existing product portfolios. Leading manufacturers regularly offer their most popular products on attractive displays in supermarkets, hypermarkets and drugstores.

Ups and downs for other multinational players

Reckitt Benckiser ranked second in depilatories in 2017, with a rising value share, thanks to its dominance in hair removers/bleaches with its Veet brand, which is successfully promoted through modern distribution channels. Veet cold and hot waxes are becoming even simpler to use, and they are considered to remove hairs very efficiently.

Domestic presence and private label

Alveola is a domestic company which is present in depilatories with its brand X-Epil. It offers solutions in both hair removers/bleaches and women’s razors and blades, and registered a rising value share in depilatories in 2017.

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