Demand for women’s razors and blades is declining among middle and high- income consumers as they shift towards hair removers and wax as the primary means of hair removal. Waxing is a more expensive alternative to shaving but the expansion of high-class malls and salons and rising disposable incomes is helping to drive this trend.
Many salons and beauty shops were closed in the wake of the COVID-19 pandemic to curb the spread of the virus. Consumers were forced to seek home alternatives to grooming resulting in a shift towards do it yourself (DIY) pampering products, including body waxing and shaving products.
Urbanisation has brought about an improvement in consumers’ lifestyles vastly expanding the middle class living in Kenya. In beauty and personal care, this is seen through the dynamic growth of premium beauty parlours and spas in major cities nationwide, offering premium hair removal services.
As COVID-19 restrictions continue to ease in 2022 more businesses such as salons and beauty parlours will be able to reopen their doors to full capacity. This will stimulate growth in depilatories, as many sales in this category take place through salons in Kenya.
Reckitt Benckiser (EA) Ltd is expected to remain the strong overall leader in depilatories over the forecast period thanks to the strength of leading hair removers/bleaches brand Veet. The hair removal cream brand Veet has amassed considerable consumer loyalty in Kenya thanks to its wide availability throughout the country and the relative lack of competition from other brands.
Procter & Gamble’s brands Gillette for Women Sensor Excel and Gillette Blue II for Women will, combined, continue to dominate value sales of women’s razors and blades over the forecast period. Gillette has become a household name for many consumers in Kenya, and other companies will struggle to compete with the strong brand visibility and reputation that Gillette benefits from in the country.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Kenya 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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