The surge in electric depilatory devices was stimulated by leading depilatories brands such as Veet. Veet introduced its Veet Sensitive Touch electric trimmer.
The large number of new ranges of depilatories being launched is associated with stronger product segmentation to boost demand. New entrants in hair removers/bleaches, such as the Nair brand, have a large number of product extensions which target hair removal on particular areas of the body.
Women’s razors and blades accounted for lower value sales than hair removers/bleaches in 2018, although it saw much higher current value growth. The rising share of women’s razors and blades is expected to continue in the forecast period.
Depilatories remained highly dynamic in 2018, with a limited number of brands competing within the category. In the early review period, depilatories was led by Veet in value terms, due to the wide product portfolio marketed by the brand.
Offline retailers such as health and beauty specialist retailers (including Watsons) and supermarkets and hypermarkets maintained a solid presence in the distribution of depilatories in 2018. Depilatories such as hair removers/bleaches and women’s razors and blades continued to have a significant presence on shelves in these retail outlets.
During the forecast period, the share of online sales is expected to increase at only at a relatively slow pace, as more consumers prefer to purchase depilatories offline. Nonetheless, the discounts offered by certain online retailers, such as Guardian Online Exclusive promotions, might help to boost online sales of depilatories, since consumers are likely to purchase due to these offers being better value for money.
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This industry report originates from Passport, our Beauty and Personal Care market research database.