Depilatories remained a stable and mature category in the review period and recorded only a slight decline in 2020 and most consumers continued their personal grooming routines, ensuring consistent and wide demand. There was a decrease in demand from some as home seclusion and social isolation reduced the frequency of their hair removal routines.
Women’s razors and blades registered the least severe sales declines in 2020, while women’s pre-shave generated the strongest sales declines; hair removers/bleaches were positioned in the middle. This reflects how essential products are perceived to be, with hair removers/bleaches and women’s razors and blades seen as more important than women’s pre-shave.
The competitive landscape remained relatively unchanged by the impact of the pandemic with key category players maintaining their rankings in 2020, even if some recorded a slight decline in share. The transference of consumers who were used to have hair removing procedures at a beauty salon and to retail mostly benefitted smaller players that were positioned as more premium; hence the slight share increases for minor players.
Once pandemic restrictions are lifted, professional hair-removing services will pose a serious threat to sales of depilatories. This is especially true for premium products as the consumers who are willing to pay the price for these are also those who are willing to pay for professional treatment.
Women’s razors and blades will continue to dominate the category over the forecast period. It is set to remain the most popular method for hair removal, due to being cheap, quick, and simple to perform, and well-known method for older consumers who do not want to experiment with new treatments.
The 2018 saw the leading player in women’s pre-shave, Avon, withdraw from the category. Since then, the absence of the leading direct seller in Lithuania’s beauty and personal care industry has left the category wide open to rival players.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Depilatories industry in Lithuania 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.
If you're in the Depilatories industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Depilatories research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page