Depilatories witnessed a small decline in current value and retail volume terms in 2021, as sales were negatively impacted by consumers returning to visit beauty salons for professional hair removal treatments. In 2020, the category benefited from consumers making fewer visits to beauty salons, due to these outlets being closed during the lockdown.
Depilatories brands in Italy are aiming to attract consumers by improving their range, such as offering hair removal products with natural ingredients. This is a key feature that a growing number of consumers consider when purchasing beauty and personal care products, including depilatories, as using hair removal products with harsh chemicals can cause skin irritation.
The COVID-19 pandemic has changed consumer priorities in Italy, with a greater focus now being placed on health and wellness, rather than on beauty and physical appearance. This is not only informing new product development but also marketing.
Demand for depilatories is set to be boosted by a slowdown in the pandemic situation in Italy in 2022 and consumers returning to more active social lives. As more consumers return to the workplace this should also boost sales.
Within depilatories the main distribution channels are expected to remain modern grocery retailers and drugstores/parapharmacies in Italy, with these channels projected to continue gaining ground over the forecast period. Supermarkets and hypermarkets will likely continue to be appreciated for offering convenience, with consumers including the purchase of depilatories in their weekly grocery shopping.
Over the forecast period, depilatories brands are expected to increasingly focus on offering more sustainable products such as those with packaging that has a low environmental impact. This trend was already evident in 2021 and is expected to continue gaining momentum, with the pandemic adding weight to concerns around climate change.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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