Depilatories experienced a significant slowdown in overall volume and current value growth rates in 2020. This was mainly due to the societal fallout of COVID-19, with home seclusion and reduced opportunities for socialising making many female consumers in Pakistan less inclined to keep up their regular depilatory routines.
While the fallout of COVID-19 subdued overall demand for depilatories in 2020, some aspects of the pandemic helped to prevent volume sales from tipping into negative territory. Specifically, the closure of beauty salons and hair removal clinics during the initial nationwide lockdown and subsequent localised lockdowns prompted some consumers who would usually avail of professional treatments to buy depilatories for at-home use instead.
Depilatories in Pakistan is highly concentrated, with a handful of companies accounting for the lion’s share of total current value sales. Reckitt Benckiser remained the clear leader in 2020 with its Veet range, which is widely distributed and enjoys strong brand loyalty thanks to its high quality reputation and aggressive marketing support that includes celebrity endorsements.
Depilatories is expected to post dramatically improved results in volume and current value growth terms in 2021. With the threat from COVID-19 set to recede in line with Pakistan’s vaccine rollout, demand for these products should rebound rapidly as female consumers return to the office and start regularly socialising outside the home again.
Hair removers/bleaches will continue to dominate depilatories in Pakistan, and is also expected to remain the fastest developing category. The overwhelming preference for these products is partly explained by their convenience and capacity to provide long-lasting results, but also reflects the fact that shaving is still seen as somewhat taboo by many female consumers, particularly rural and religiously conservative women.
The competitive landscape in depilatories is likely to remain highly concentrated, as the top players enjoy strong early mover advantages and consumers tend to stick with brands they know and trust. Moreover, it is expected leading companies will maintain high investment in marketing support for their brands, including celebrity endorsements, TV advertising and social media campaigns.
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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.
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