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