Depilatories in North Macedonia

PRE-COVID-19 PERFORMANCE

Depilatories remains underdeveloped in North Macedonia in 2019

All product areas within depilatories remained challenged by limited brand and product presence in North Macedonia in 2019. Women’s razors and blades held on to the highest proportion of current value share, representing over half of overall share in depilatories, with hair removers/bleaches retaining close to a quarter of overall current value share.

Supermarkets lead distribution in 2019 and consumers show growing interest in permeant hair removal solutions

Supermarkets remained by far the largest channel in sales of depilatories in 2019, though its growth continued to slow in the face of increased pressure from competing channels. E-Commerce and drugstores/parapharmacies, though still small, saw the fastest growth within depilatories, as consumers rising disposable incomes motivated increased consumer interest in women’s products.

Procter & Gamble lead with Gillette though the brand is under pressure from increased competition in 2019

The Procter & Gamble Co led depilatories in 2019, thanks to its Gillette brand. Gillette led women’s razors and blades and remained the most popular choice in North Macedonia, with high recognition and trust from consumers.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Women’s razors and blades are predicted see the steepest current value decline within depilatories in 2020. Consumers are not replacing razors and blades with as much frequency as they did pre-COVID-19, allowing longer periods to elapse between shaving, and shaving less of their bodies due to spending more time at home.

Recovery and opportunities

As restrictions are eased and people begin to return to work outside of the home, and shops, cafés and bars reopen to allow public socialising, depilatories will recover quickly. Many consumers will remain reluctant to visit salons for hair removal, due to increased hygiene concerns regarding such environments, thus boosting sales in depilatories.

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