All depilatories categories saw volume and current value sales decline in 2020 as Norwegians became less inclined to maintain their regular grooming habits while spending much more time at home than usual due to remote working, public health restrictions and fear of contracting COVID-19. The overall performance of depilatories was further undermined by longer-term factors such as maturity and a high degree of price competition.
Another factor that depressed sales of depilatories in 2020 was the use of electronic hair removal devices. Demand for these products – which include basic options like epilators and more advanced laser-based devices such as those in the Philips Lumea and BaByliss Homelight ranges – boomed in Norway prior to the review period.
Beauty salons and hair removal clinics were among the businesses that were forced to temporarily close during the early stages of the COVID-19 pandemic in Norway. When they reopened, they had to operate at reduced capacity to facilitate social distancing, and many consumers became less inclined to visit such establishments due to concerns about potential exposure to the virus.
Overall demand for depilatories should rebound in 2021 as the threat from COVID-19 recedes and Norwegians start to spend more time working and socialising outside the home. All categories look set to show improved performances in volume terms, while the rate of decline in total current value sales is expected to slow considerably.
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. More sophisticated products offering superior efficacy, longer-lasting results and greater convenience in terms of usage/application should also perform well.
Depilatories is among the most highly consolidated of the main beauty and personal care categories in Norway. Procter & Gamble Norge continued to dominate women’s pre-shave and women’s razors and blades in 2020 thanks to the strength of its Gillette range, while Bonaventura Scandza remained the dominant player in hair removers/bleaches with Veet.
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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.
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This report originates from Passport, our Depilatories research and analysis database.
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