Depilatories in Kazakhstan

2021 DEVELOPMENTS

Growth accelerated as consumers resumed more active lifestyles

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.

Widening accessibility of electric epilators and laser treatments slows the growth of manual depilatories

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 dominates sales thanks to the strength of its Gillette brand

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.

PROSPECTS AND OPPORTUNITIES

Price sensitivity will remain the main deterrent to stronger growth in depilatories

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.

Consumers will look for bigger pack sizes and multifunctional solutions

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.

Competition between brands will intensify as other more permanent hair removal options limit audience for depilatories

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.