Depilatories in Ireland

PROSPECTS

Salon treatments threaten the depilatory category

Modest growth is anticipated for depilatories over the forecast period. Growth is predicted to be slower compared to the review period.

Potential for innovation for more ethical products

There has been a considerable lack of innovation within the depilatories category and this is likely to continue to be the case over the forecast period. Whilst demand is falling in due to other hair removal alternatives, there is not expected to be strong innovation over the forecast period.

Gender-neutral products likely to feature in the forecast period

Variation in the pricing strategy of products that are targeted towards males and females will continue to be scrutinised over the forecast period. There has been some discussion about the cost of female razor products being significantly more than their male variations, known as a “pink tax”.

COMPETITIVE LANDSCAPE

Procter & Gamble continues to see strong brand loyalty

Procter & Gamble (Mfg) Ireland continued to dominate the depilatory category in 2018. There has been a lack of innovation in the category in recent years, including by the leading player.

Reckitt Benckiser leads sales in hair removers/bleaches

Reckitt Benckiser Ireland was the leading player within hair removers/bleaches in 2018 with Veet being the top-selling brand. However, the company’s share was falling in spite of the better Irish weather during the summer.

Small but growing private label sales

Private label penetration continued to increase within the category. However, it still accounted for a small percentage of overall sales; thus is the dominance of the leading player in the category.

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