Depilatories posted a positive performance in 2020 as lockdown and long periods of social distancing restrictions meant Irish consumers were forced to spend more time at home, where they had to conduct most of their lifestyle activities including personal care. Before the pandemic, depilatories saw consistent growth because of the high cost of solutions such as salon waxing and laser hair removal, which deterred many Irish consumers.
Women’s razors and blades continue to be the best performing category thanks to innovation such as blade technology for a smoother shave and with flexible heads for precision, or improved features to optimise moisturising. Furthermore, because of the convenience and efficacy, Irish consumers stuck at home during lockdown and social distancing periods as a result of COVID-19 have resorted to shaving to meet their hair removal needs at home.
The pandemic has given consumers more time to reflect on their values and priorities, with many consumers concluding that that in fact they prefer to buy products, even if more expensive, that offer high quality and longer lasting results, from brands that align with their values on issues such as sustainability and feminism. For these reasons, some consumers in 2020 have been moving towards niche brands of razors that have progressive values and provide innovative and effective products.
Consumers are starting to embrace new technology which could post a threat to the category. Laser-based technologies and pulsed light hair removal treatments are the main threats, particularly as these have become affordable and widely available.
Procter & Gamble (Mfg) Ireland Ltd leads depilatories in Ireland in 2020 due to the ongoing popularity of its Gillette brand, which is extremely well known and continues to inspire consumer confidence for its reliability and efficacy. During the pandemic, Procter & Gamble recorded a rise in sales for women's razors and blades as more consumers switched to at home hair removal methods due to social distancing restrictions and lockdowns in Ireland.
Supermarkets remains the largest channel for depilatories in Ireland. This has been exacerbated by the pandemic, as consumers were mostly shopping for essentials; therefore, many shopped for multiple items in one place and during lockdowns only essential stores such as supermarkets remained open, benefiting sales of depilatories from this channel.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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