Depilatories in India

PRE-COVID-19 PERFORMANCE

Rapid urbanisation and the influence of Western culture creates scope for growth

Penetration of hair removers/bleachers remained low in the country in 2019, as people in rural areas do not indulge in such products. However, the growth in urban households coupled with increasing influence of Western culture had a positive impact on hair removers/bleaches.

Stiff competition for depilatories from salons and laser hair removal

In 2019 depilatories were not the first option for Indian consumers to address their grooming needs. Consumers preferred visiting salons, as they offer waxing services at competitive prices.

Reckitt Benckiser retains outright lead while Dabur focuses on natural products

Reckitt Benckiser’s Veet brand continued to lead the category in 2019 due to strong brand recognition and consumer-connect campaigns in India. Veet wax strips and hair removal creams are available for different skin types such as dry, sensitive and normal, which helped cater to different consumer needs.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 12% in 2020 in 2019 constant value terms in light of the impact of COVID-19, which means there is likely to be little change from the expected 12% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

The only category in depilatories is hair removers/bleaches which is set to remain resilient due to the unavailability of salon treatments during lockdown. This is likely to continue due to economic uncertainty in the wake of the COVID-19 pandemic with consumers likely to reduce their spending and opt for at-home products over salon treatments.

Recovery and opportunities

Sales growth of depilatories is expected to slow from 2021 onwards as society gradually returns to normal and consumers once again return to beauty salons as the COVID-19 lockdown is eased. However, due to consumers’ economic concerns, many consumers will be unable to afford salon treatments and continue to buy depilatories over much of the remaining forecast period.

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