Overall, the category returned to positive retail volume and current value growth in 2020. The closure of beauty salons and cosmeticians, in line with the measures introduced to cope with the Coronavirus (COVID-19) pandemic, such as lockdown, quarantine and social distancing, reduced access to professional hair removal, including laser, treatments.
Procter & Gamble Israel MOD Ltd recouped retail value share lost in 2020 to remain a strong leader in depilatories in 2021. The company offers the highly recognised and popular Gillette brand, which dominates women’s razors and blades and women’s pre-shave.
Women pre-shave is a small category with a very limited range of products in Israel. Most women use regular soap as a pre-wash method, and very low awareness of the format or its added-value potential militates against take off.
The impact of COVID-19 is not predicted to be strong in terms of the development of depilatories over the forecast period. The projected slow, but steady decline in overall retail volume sales is more aligned to the downward trajectory visible in the pre-COVID-19 period.
Despite decreases, if modest, in retail volume and value (constant 2021 prices) sales, women’s hair removers/bleaches is set to remain the largest category in terms of retail value sales, and a close second to women’s razors and blades in volume terms, over the forecast period. However, hair removers/bleaches is predicted to struggle to generate sales growth as more consumers use professional services, rather than perform these tasks at home.
Depilatories faces growing competition from the booming permanent hair removal trend, with laser hair removal becoming increasingly popular for both women and men. This threatens sales of depilatories, as the overall goal of laser hair removal is to eliminate hair growth.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Israel 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.
If you're in the Depilatories industry in Israel, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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