Retail constant value sales (2021 prices) of depilators continued to decline during 2021, albeit at a marginal rate. Indeed, demand began to recover during the second half of the year, as the threat posed by the pandemic started to weaken and people began to socialise more and spend less time at home.
Consumer preferences within depilatories have not been significantly altered by the pandemic. Women’s razors and blades remain significantly more popular than hair removers/bleaches – even if the gap in value sales between the two has narrowed somewhat.
Procter & Gamble de México remained the leading player in depilatories during 2021 with its Gillette brand, which had more than twice the retail constant value share of its closest rival, Church & Dwight S de RL de CV, which offers the Nair brand. Widely available through both traditional and modern channels, Gillette benefits from an aggressive pricing strategy offering almost continuous promotions and discounts.
Retail constant value sales of depilatories will begin to expand again during 2022, but this recovery will be a slow one, with retail constant value sales not exceeding their pre-pandemic peak until 2024. Urbanisation and increased female labour force participation will remain the main drivers of growth, in addition to consumers spending less time at home, socialising more and returning to their place of work or study.
Women’s pre-shave is expected to take longer to recover from the impact of COVID-19 than women’s razors and blades or hair removers/bleaches. However, as the economic situation improves, consumers are more likely to shift back from soap and water or alternative products to women’s pre-shave, leading to an upturn in sales.
Depilatories retains growth potential across categories, and the leading players are expected to continue to invest in innovation. Innovation in hair removers/bleaches is likely to include new delivery formats that make the application of products simpler and faster, but without losing effectiveness.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Mexico 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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