Depilatories in Ireland

PRE-COVID-19 PERFORMANCE

Women’s razors and blades lead the landscape, however, sales are threatened in 2019, by the growth of laser-based technologies

Women’s razors and blades continued to be the best performing area in 2019, benefiting from a high level of innovation. There was an increasing number of blades available for a smoother shave, with flexible heads for more precision and improved moisturisation qualities.

Salon treatments threaten sales of depilatories in 2019; however, manufacturers can fight back with updated technology and lower price-points

Salon treatments were a significant threat to the growth of depilatories in 2019. This is primarily due to the growing popularity of salon treatments for hair removal, with consumers also having more disposable incomes to afford salon treatments.

International players lead, however, private label continues to grow through being competitively priced, with retailers running frequent promotions in 2019

Procter & Gamble (Mfg) Ireland Ltd continued to lead depilatories in Ireland in 2019. Its position is heavily attributed to the strength of Gillette, well known for its reliability and strong consumer confidence.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected flat rate forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Growth in 2020 is predicted to be driven by women's razors and blades, as well as women's pre-shave items, used as part of a shaving routine. Interestingly, woman pre-shave is predicted to increase in growth compared to constant value growth of 2019, suggesting that, without the use of salon professionals, consumers were investing more in pre-shave items to provide a more luxurious at-home shaving experience.

Recovery and opportunities

As social distancing restrictions and lockdown are lifted throughout 2020, consumers who use beauty salons will gradually start to return to these locations, as part of their hair-removal routines. However, due to social distancing and limitations put on customer numbers within salons, in 2021, depilatories will continue to see growth higher than that predicted pre-COVID-19.

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