Depilatories saw a small improvement in 2021 due to the “return to normal” as COVID-19 restrictions subsided. The category was only marginally affected by the COVID-19 pandemic in 2021 as consumers began to spend more time socialising.
The decline of electronic hair removal solutions stagnated in 2021 following several years of strong decline, including simple electronic alternatives, such as epilators, to more advanced laser-based variants, such as Philips Lumea and BaByliss Homelight. These electronic products boomed prior to the review period but has since been on a steady decline, aside from a notable uptick during 2020 as the COVID-19 pandemic unfolded.
As a highly mature category dominated by the grocery channel, depilatories are facing intense price competition from low-cost stores, primarily from variety stores such as Normal and Europris. Leading brands such as Veet and Gillette are widely available through these types of stores.
As a mature category facing heavy price competition, depilatories are expected to struggle over the forecast period achieving only marginal value growth. Many Norwegians do not use depilatories and electronic substitutes, as well as beauty clinics have become more popular.
Depilatories is among the most highly consolidated of the main beauty and personal care categories in Norway, which limits possibilities for new entrants. Procter & Gamble Norge continued to dominate women’s pre-shave and women’s razors and blades in 2021 thanks to the strength of its Gillette range, while Bonaventura Scandza remained the dominant player in hair removers/bleaches with Veet.
Depilatories requires a bigger focus on product development and innovation to drive value growth. Like most beauty and personal care categories, over the forecast period depilatories should continue to see rising interest in products that are made with natural ingredients and encompass formulas or technologies that reduce the risk of skin irritation.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Depilatories industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Depilatories industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!