In response to the COVID-19 pandemic, depilatories will respond well as current value sales rise notably. The main reason for this is due to the closure of beauty salons which meant consumers have had to manage their hair removal at home, thus boosting demand.
Supermarkets will remain by far the largest channel in sales of depilatories in 2020, though its growth has continued to slow in the face of increased pressure from competing channels. E-Commerce for example, though still small, has responded well to the COVID-19 pandemic within depilatories, as consumers have wanted to avoid possible contact with the virus and have therefore opted to purchase products online.
The Procter & Gamble Co will lead depilatories in 2020, thanks to its Gillette brand. Gillette leads women’s razors and blades and will remain the most popular choice in North Macedonia, with high recognition and trust from consumers.
After performing well in response to the COVID-19 pandemic, depilatories will continue to perform well over the duration of the forecast period. 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, demand depilatories will continue.
Despite its negligible presence in depilatories, women’s pre-shave will lead in terms of current value growth over the forecast period, indicating a significant consumer shift. During the review period, women were inclined to purchase products within men’s pre-shave due to their comparatively low cost in times of economic uncertainty.
Depilatories holds a lot of potential for development and room for smaller brands to join and attract consumers with competitive pricing. The offer in North Macedonia remains restricted due to lack of brand presence.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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