Depilatories saw continued growth in 2021, remaining rare amongst beauty and personal care categories in maintaining a positive performance throughout the COVID-19 crisis. The closure of beauty salons during the pandemic meant that consumers had to manage their hair removal at home, thus boosting demand.
Women’s pre-shave products proved to be in high demand in 2021 as they benefited from the fact that female consumers are increasingly opting for products that are aimed specifically at women. However, there was a limited number of brands competing within women’s razors and blades, which was a key factor constraining growth in this category.
The Procter & Gamble Co was the largest player in depilatories in 2021 thanks to its Gillette brand. Gillette leads women’s razors and blades thanks to high levels of recognition and trust amongst local consumers.
Over the forecast period, depilatories is set to see slower growth than that achieved over the review period, largely as a consequence of the level of maturity reached by the key categories. Nonetheless, depilatories will see sales continue to rise as restrictions are eased and people begin to return to work outside of the home, and the reopening of shops, cafés and bars allows for public socialising.
Hair removers/bleaches is set to experience the fastest growth in depilatories over the forecast period, though the category is expected to experience a significant slowdown in its performance compared with the review period as it is approaching maturity.
Over the forecast period, the number of brands competing within women’s razors and blades is set to remain limited, which will negatively impact the performance of this category. Women’s razors and blades products will continue to be substituted with men’s razors and blades and systems, which provide a significantly wider and more diverse range of options.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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