Demand for depilatories, mainly driven by women’s razors and blades, was already declining in New Zealand pre-pandemic, with the category experiencing a further drop in sales in 2020-2021. The increasing popularity of other depilation methods such as laser hair removal or electrolysis and rebuking the perception that shaving will coarsen hair or make it grow faster has also seen the increasing popularity of female shaving devices.
In the wake of the pandemic, many New Zealanders are increasingly focused on purchasing domestic products to support the local economy. They are also mindful that the consumption of local products will help many businesses to recover.
Label transparency is becoming an important purchasing factor for consumers of depilatories as they want to know the composition. Due to the increased awareness of the long-term adverse effects of common chemicals used in the industry, local consumers are opting for perceived healthier products or permanent hair removal procedures such as electrolysis.
Long-term hair removal methods such as electrolysis and laser treatments continue to gain in popularity in New Zealand. Although these methods tend to require follow-up procedures, they are considered a more permanent and convenient alternative to traditional shaving or waxing.
A continual increase in the participation of women in the workforce and an unequal distribution of family and home care responsibilities between men and women in the country continue to limit how much time women can spend on personal care routines. This is why the popularity of time-saving products such as in-shower depilatories continues to grow steadily.
Depilatories incorporating skin-nourishing properties are gaining in popularity among local consumers. Formulations that contain moisturising and soothing ingredients such as cocoa butter, aloe vera gel, almond oil, and avocado oil have becoming increasingly popular because they reduce the irritation of the skin that is often experienced with depilatories.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in New Zealand 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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