Retail volume sales dropped slightly in 2020 due to the exigencies of the Coronavirus (COVID-19) pandemic. As measures to stop the spread of the virus, such as lockdown and general home seclusion, led to remote working and studying and few occasions for socialising, there was less need to use depilatories.
More women joining the workforce has fuelled sales of depilatories in Pakistan. Not only are these working women better placed to be able to afford to spend more on personal care, they also place more emphasis on personal grooming, since they are outside the home and in work and social settings every day.
The urbanisation trend and the growing availability of depilatories fuelled a shift from away from traditional home-made hair removal products, which are very popular in Pakistan and used by all generations, to depilatories that are mostly available in retail stores in urban centres and seen as a more convenient and faster method.
Hair removers/bleaches is expected to post strong retail volume and value (constant 2021 prices) growth over the forecast period, with women’s razors and blades set to register good growth rates. With the threat from COVID-19 receding and Pakistan’s vaccine roll-out, the demand for these products is rebounding rapidly as female consumers return to the office and start regularly socialising outside the home again.
Hair removers/bleaches is set to post the fastest growth rates to strengthen its dominance of the category in the forecast period. The overwhelming preference for these products is partly explained by their convenience and capacity to provide long-lasting results.
Leading brands like Veet and EU Cream are well placed to make retail value sales and share gains on the back of strong equity messaging, consumer promotions and wide availability. In general, TV and social media advertising should continue to broaden appeal of depilatories.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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