Executive Summary

Jun 2019
PROSPECTS
Growing need for convenience and quick solutions will boost sales of depilatories

Beauty salon culture in Pakistan is widely popular among women where a professional is contracted to provide all beauty treatments and services including body hair removal. However, women from middle to lower income households, most of whom are conservative and/or religious, are still not open to the idea of getting waxed in intimate areas in salons and hence, prefer to do the hair removal at home.

Women’s razors and blades to experience slow adoption due to cultural taboos

Women’s razors and blades have limited availability in the country with presence only in limited modern trade retailers in urban cities as the consumer segment for the product is very small. Razors and blades are considered men’s products, hence a strong cultural taboo keeps the product unpopular.

Growing participation of women in workforce will contribute to growth of depilatories

With the growing participation of women in the workforce and the public sphere, beauty and personal care products have seen great growth as these products have been incorporated as frequent and daily consumption essentials, especially in the urban cities of the country. Following the same trend, depilatories are also expected to grow over the forecast period with women increasingly adopting hair removal creams not only for their intimate areas but also for their forearms and legs as they provide ease and convenience with no pain.

COMPETITIVE LANDSCAPE
Veet led the category with a significant value share in 2018

Veet remained a leading brand in the category in 2018 owing to its marketing push and product quality that has kept consumers loyal and the brand’s equity high. The celebrity endorsements of the brand add a premium perception and the wide availability and distribution makes it difficult for competition to strengthen its foothold.

International players dominate the category due to better distribution and marketing

Depilatories in Pakistan is dominated by international players with leading manufacturers including Veet by Reckitt Benckiser Group Plc and Anne French by Pfizer Inc. These brands have dominated the category primarily due to their first-mover advantage which strengthened their consumer base before local competitors entered.

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Depilatories in Pakistan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Pakistan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Pakistan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Pakistan?
  • What are the major brands in Pakistan?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in Pakistan - Category analysis

HEADLINES

PROSPECTS

Growing need for convenience and quick solutions will boost sales of depilatories
Women’s razors and blades to experience slow adoption due to cultural taboos
Growing participation of women in workforce will contribute to growth of depilatories

COMPETITIVE LANDSCAPE

Veet led the category with a significant value share in 2018
International players dominate the category due to better distribution and marketing

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Depilatories: % Value 2014-2018
Table 4 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 5 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 6 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Empowered, independent women in urban cities drive skin care growth in 2018
Infiltration of imported brands and foreign trends help evolve consumer preferences
International brands dominate skin care in Pakistan
All-in-one, multi-purpose and compact SKUs remain focus of NPD in skin care
Expanding modern retail and shifting preference in favour of brands will drive future growth

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources