Having surged by more than a quarter during 2020, the rate of growth in retail constant value sales (2021 prices) of depilatories slowed significantly in 2021. Unlike most product areas within beauty and personal care, depilatories were not negatively impacted by lockdown measures, as many consumers continued removing their body hair at home.
The purchasing criteria for depilatories tend to be based around convenience, as well as being skin-friendly and effective. Hair removers/bleaches continued dominate retail value sales of depilatories in 2021, as they generally regarded as being both effective and easy to use.
Reckitt Benckiser Group Plc’s Vet brand (distributed locally by Challenge Distribution SA) continued to lead depilatories in terms of value share during 2021, ahead of Société Bic SA’s Bic (distributed locally by Maroc Style SA). Biotal Cosmetics SARL’s Madonna brand of waxing tape has grown in popularity over the course of the review period.
Retail constant value sales of depilatories will expand at a robust pace during the forecast period. Urbanisation will be a significant driver of this, in addition to an anticipated post-pandemic economic rebound.
As the threat posed by COVID-19 continues to diminish, local consumers will return to beauty salons in growing numbers, which will have a negative effect on demand for depilatories. A growing number of beauty salons are likely to offer permanent laser hair removal.
During the forecast period, modern grocery retailers and (to a lesser extent) drugstores/parapharmacies will continue to grow in importance as distribution channels for depilatories, as chains like Carrefour continue to expand and become more accessible to local consumers. E-commerce is also likely to grow in importance.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Morocco 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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