Sales of depilatories are set to slow in 2020, wholly as a result of the upheavals in people’s lives caused by the pandemic. Restrictions on movement and socialising have cut the need for a rigorous grooming programme, with housebound consumers feeling less inclined to look after their appearance.
Despite the relaxation of grooming habits as a result of the pandemic, many consumers of these products regard them as an essential part of their beauty and personal care regimes, and have continues to use depilatories despite the apparent lack to pressure to do so. These consumers have helped offset falling demand elsewhere in depilatories.
Polish women continue to come under increasing pressure to conform to an idealised image of beauty with no visible hair on exposed parts of the body, especially legs, underarms and the bikini area. Younger women in particular aspire to this, and appearance is being scrutinised more than ever.
Sales of depilatories are set to return to positive growth in 2021, although spending levels in constant value terms will not return to pre-pandemic levels until 2022. Poland faces a better-than-expected return to economic recovery, but the country is still set to see ongoing restrictions on movement and socialising well into 2021, reducing a large part of demand.
E-commerce sales of depilatories are set to grow share in 2020, although the channel holds a very small value share of distribution compared to other beauty and personal care products. There may be opportunity to strengthen this over the forecast period, especially for producers that develop strategies to work with online influencers.
Poland, in common with other regional countries, has seen rapidly strengthening green trends over the review period, and an acceleration in this in 2020 as people examined their consumption habits more deeply. This is set to see demand for disposable razors shrink over the forecast period, as demand for more sustainable products, zero waste and the reduction of single use plastic strengthen, especially among the key millennial and Gen Z consumer base.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Depilatories research and analysis database.
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