After a slight decline in the previous year, depilatories recorded stable growth in retail value sales in 2021. There was an increase in demand as pandemic-related restrictions were eased and social conditions returned to normal, increasing the frequency of consumers’ hair removal routines.
Women’s razors and blades remained the largest category in 2021, while women’s pre-shave sales remained negligible; hair removers/bleaches was the best performing category. 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 in 2021, with key category players maintaining their rankings, 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.
As 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.
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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.
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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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