Depilatories showed an improved performance in 2021, with total volume and current value sales returning to growth after having declined the previous year. Overall demand was bolstered by the easing of the pandemic, with Hungarians becoming more diligent about maintaining their hair removal regimens as they went back to the office and began socialising outside the home again following the rollout of vaccines and the relaxation of public health restrictions.
While women’s razors and blades was the most dynamic depilatories category in volume growth terms in 2021, it was also the only one to post a contraction in current value sales. This discrepancy resulted from intensive discounting, which caused the average unit price in the category to decline for a second consecutive year.
There is a significant seasonal component to demand for depilatories in Hungary. Sales peak during the summer months of June, July and August, when women are more likely to wear dresses and skirts, shorts, swimwear etc.
The outlook for depilatories over the forecast period is broadly favourable, with total volume and current value sales set to increase steadily and all categories expected to register consistently positive results in both respects. Growth rates should remain reasonably robust in the short term as Hungarians continue to resume their normal routines and spend more time outside the home in line with the further easing of the pandemic.
The overall aggregate value share held by private label in depilatories is expected to continue rising over the forecast period. Increased budget-consciousness will boost demand, as many Hungarians have recently suffered a drop in purchasing power and inflation looks set to remain high in the short-to-medium term due to factors related to the global recovery from the pandemic and the Russian invasion of Ukraine.
As is the case across the Hungarian beauty and personal care market, concerns about sustainability will continue to gain influence over purchasing decisions in depilatories during the forecast period. This should attract new entrants with a more eco-friendly positioning, and encourage established players to focus on reducing their environmental impact by switching to natural ingredients and easily renewable raw materials, removing harsh or unnecessary chemicals from their products and adopting recyclable and/or recycled packaging solutions.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Hungary 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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