In the second half of 2021, COVID-19 cases fell drastically, which ultimately led to more occasions for social interaction, which encouraged women to depilate more frequently. For instance, offices opened in large parts of the country, which meant working women returned to offices, which gave them more reasons to regularly depilate.
Over 2020-2021, many new companies forayed into depilatories, which intensified the competition. Due to the pandemic, most women resorted to depilating at home, and to target this opportunity new players entered the depilatories category in India.
Offering hair removal creams with natural ingredients has become a new way to attract consumers who are looking to avoid using products that contain harmful chemicals. For instance, in September 2021, Mamaearth introduced a hair removal kit that contains natural ingredients such as turmeric and saffron to attract consumers who are looking for toxin-free and natural products for depilation.
There is growing emphasis on raising awareness of depilatories to provide more clarity to consumers. This heightened awareness, coupled with below-the-line activations, will help players to expand the size of the category.
In the months of April and May 2021, there was a surge in search queries for electric epilators in India, largely due to the peak of the second wave of COVID-19. The growth of epilators could harm the sales of Reckitt Benckiser’s Veet wax strips in the long run.
In the forecast period, an opportunity for players to capitalise on could be the men’s segment, through encouraging customer trials for hair removal creams. The demand for hair removal products by men in India remains at the nascent stage.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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