Executive Summary

Jun 2019
PROSPECTS
Women’s razors and blades continues to record healthy growth

In 2018, women’s razors and blades saw the fastest current value and volume growth within depilatories. The category continued to increase its penetration, boosted by changing demographics, including the urbanisation of smaller cities, more women joining the workforce and a later retirement age.

Systems accounts for only a small share within women’s razors and blades

In 2018, most value sales of women’s razors and blades were accounted for by disposables, whilst systems (including razors and refills) represented a much smaller share. Although systems are perceived as more effective, using disposable razors is considered more convenient and usually cheaper, which is an important factor in the purchasing decision for many consumers.

Women’s pre-shave is expected to see value growth in the forecast period

During 2018, women’s pre-shave posted a poor performance, showing a contraction in both volume and current value terms. Women’s pre-shave products are not considered essential personal care products, because they can be replaced by water and soap.

COMPETITIVE LANDSCAPE
Private label gains share in women’s razors and blades

The differentiator for private label lines used to be their lower unit prices, which was achieved through offering basic women’s razors. However, over the review period inflationary pressures impacted private label, forcing the gap between their unit prices and the prices of branded products to narrow.

Procter & Gamble reinforces its lead

Procter & Gamble de México ranked first in depilatories in value terms in 2018, thanks to the dominance of its Gillette brand in women’s razors and blades and women’s pre-shave. Despite its already strong position, during 2018 Procter & Gamble continued to gain value share.

Nair and Veet dominate hair removers/bleaches

Over the forecast period, hair removers/bleaches is expected to continue to be dominated by the multinational companies Church & Dwight (Nair) and Reckitt Benckiser México (Veet). These companies have strong distribution networks, give high priority to product innovation and continuously invest in marketing campaigns to create awareness of their portfolios.

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Depilatories in Mexico

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Mexico market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Mexico?
  • What are the major brands in Mexico?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in Mexico - Category analysis

HEADLINES

PROSPECTS

Women’s razors and blades continues to record healthy growth
Systems accounts for only a small share within women’s razors and blades
Women’s pre-shave is expected to see value growth in the forecast period

COMPETITIVE LANDSCAPE

Private label gains share in women’s razors and blades
Procter & Gamble reinforces its lead
Nair and Veet dominate hair removers/bleaches

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Mexico - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care maintains growth, but sees a slowdown
Modern grocery retailers remains the leading distribution channel
Unilever de México reinforces its lead in beauty and personal care
Innovation remains a key competitive strategy in beauty and personal care
Beauty and personal care is expected to continue to grow

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources