Hair removers/bleaches saw the fastest current value growth in depilatories in 2018, thanks to the growing popularity of these products. Hair removers/bleaches offer greater convenience to women, who are the main target consumers.
Women’s pre-shave significantly underperformed in both volume and current value terms in 2018. Many women opted for pre-shave products without gender bias, and shifted to unisex or men’s pre-shave products, mainly driven by their more competitive prices.
All depilatories categories are facing the problem of a limited brand and product presence. This lack of brands is being compensated by consumers shifting towards men’s pre-shave products or traditional methods of hair removal and bleaching.
The Procter & Gamble Co led depilatories in value terms in 2018, thanks to the significant market penetration and ubiquitous retail presence of its Gillette razors and blades brand. As a result of its strong popularity, Gillette is now almost synonymous with the term razor.
In 2018, Reckitt Benckiser Group ranked second within depilatories in value terms, although the company saw its value share decline slightly. It offers the brand Veet in hair removers/bleaches, which dominates this category and is highly popular amongst female consumers.
Depilatories is overwhelmingly dominated by international companies and brands. In addition to the leading players The Procter & Gamble Co and Reckitt Benckiser Group, several other notable players maintain significant value shares, including Pfizer, Sté Bic and Super-Max Singapore, as well as direct sellers Avon Kozmetiks and Oriflame Kozmetika.
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