After seeing its value share growth notably decelerate in the first year of the pandemic, depilatories saw a rebound to robust single-digit value growth in 2021. This is because consumers started spending more time outside of the home again and paced greater importance on their personal appearance and hair-free skin.
Deprived of salon services during lockdown, some consumers turned to electric appliances, such as power and battery epilators and razors. These are more advanced alternatives to manual shaving products, many of which offer convenience through the option of dry or wet shaving.
Procter & Gamble continued to hold the leading position in 2021, a position that the company held throughout the review period, with over half of the total category sales. Its Gillette brand holds over two thirds of the share in women’s razors and blades and its Satin Care (despite losing share to “others” in the last couple of years) holds almost two fifths of the total women’s pre-shave sales.
Depilatories are expected to show stable growth during the forecast period with many women considering such products as essential in maintaining their personal appearance. Price sensitivity is likely to continue to affect category sales in Kazakhstan, leading the affordable and easy to use category of women’s razors and brands to retain the highest value share.
Given the rising popularity of salon services, there is little space for enhancement or innovation in the depilatories category. Consumers will continue to look for more affordable options within the category or even opt for alternatives in men’s pre-shave and men’s razors and blades if offered at 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. Those who can afford it are increasingly looking for more permanent or longer-lasting methods of removing hair and are thus leaving the pool of customers for depilatories.
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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.
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.
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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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