Depilatories in Peru

PRE-COVID-19 PERFORMANCE

Laser depilation is becoming an increasing threat to depilatories

Depilatories are not particularly popular among women in Peru. Women of indigenous descent often have little body hair and therefore do not see the need to use depilatories on a regular basis.

Women often use men’s razors and blades in order to avoid purchasing two types of products

Although men’s razors and blades tend to be slightly more expensive than women’s versions in Peru, men’s products are usually a feature in many Peruvian households. Many women who use razors and blades therefore often share these products with their husbands and partners in order to avoid purchasing two different sets of products which essentially do the same job.

Few players are active in depilatories

There are only a few players active within depilatories, with the international brands such as Veet, Depilé and Gillette continuing to lead sales in 2019 due to their popularity, wide availability and extensive product variety. These brands tend to introduce new product developments and varieties each year, while at the same time actively promoting their products, combining point-of-sale promoters in retail outlets with advertising.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is the same as the 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Hair removers/bleaches and women’s razors and blades are expected to record similar levels of constant 2019 value growth in 2020, although this will represent a stronger performance for women’s razors and blades over the minor decline registered in 2019. Having said that, hair removers/bleachers are set to remain the most popular types of depilatories as there is no male-orientated alternative to these products, whereas men’s razors and blades are often used as a substitute for women’s razors and blades.

Recovery and opportunities

Depilatories is not expected to witness any impact from the COVID-19 epidemic over the forecast period, with constant 2019 value forecasts for the period expected to remain at the same levels as those envisaged in our research conducted at the end of 2019 before the spread of COVID-19.

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