Depilatories posted current value growth of just 1%, driven primarily by rising unit prices. Retail sales volume in 2020 was in decline, reflecting women’s weakened demand for shaving products in response to pandemic-related economic uncertainty and a less demanding at-home grooming lifestyle.
Deprived of salon services during lockdown, some consumers increasingly turned to electric appliances, such as power and battery epilators and razors, as more advanced alternatives to manual shaving products, which offer convenience in both dry and wet skin shaving. Their greater affordability and online availability made them one of the best-selling online products during lockdown.
Procter & Gamble continued to hold the leading share in 2020, a position that the company held throughout the review period. The company accounted for 52% of sales of depilatories with its Venus Gillette brand in system razors and Satin Care in pre-shave products, although it posted close-to-flat growth in 2020.
Depilatories is set to enjoy a recovery in 2021, with sales rising by 2% in both volume terms and at 2020 constant prices. However, starting from 2022, sales of depilatories in both of these measures will be in decline.
In light of the rising popularity of salon services, depilatories offer little space for enhancement or innovation in the coming years. Consumers will continue to look for more affordable options and opt for less costly alternatives, including men’s pre-shave products, if they offer a better deal.
The popularity of salon hair removal services and electric appliances will continue to challenge the development of manual depilatories and women’s shaving products over the forecast period. However, there are opportunities for other players to grow sales by competing with the leading Gillette brand in system razors and blades, a product area that allows for greater value share and larger consumer participation than disposable products.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Kazakhstan 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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