Brands that continue to develop hair removal products that cater to the busy lifestyles of the young urban working-classes are expected to increase. Hair removers/bleaches especially, followed by women’s razors and blades, are continuing to grow, driven by the convenience they provide.
Electrical devices such as epilators are expected to pose a threat to the growth of depilatories in the long-term. Growth in these electrical devices will be driven by the rising focus on personal grooming, as well as by the emphasis on clean-shaven look amongst men in urban areas and body hair removal amongst women.
Hair removers/bleaches remain the most popular products within depilatories, seeing widespread use due to their affordability and accessibility in modern retail channels. Women and men alike are becoming increasingly conscious about their personal care and hygiene; hence, sales of these products, which are used to remove unwanted hair such as facial hair, including hair on the upper lip and sideburn hair, to name a few, continue to grow.
Reckitt Benckiser (EA) remained the leading player in depilatories in value terms in 2018, with a rising share for its Veet brand in hair removers/bleaches. Hasbah Kenya (Procter & Gamble) remained in second place in 2018, driven by women’s razors and blades, in which it held a strong lead with Gillette for Women Sensor Excel and Gillette Blue II for Women.
In line with global health concerns, there has been sustained growing interest in healthier and gentler hair removal alternatives. Women’s pre-shave and hair removers/bleaches are seeing increasingly strong demand for products containing natural ingredients.
In women’s razors, innovative design features, such as blades with hydrating aloe vera strip, rounded edges and a flexible hinge, allow consumers to follow the curves of their body. Schick also launched a razor which has both upward- and downward-facing blades.
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This industry report originates from Passport, our Beauty and Personal Care market research database.