Depilatories in Portugal

PRE-COVID-19 PERFORMANCE

Competition from professional and permanent hair removal solutions undermines growth in 2019

Depilatories showed slow growth of 1% in 2019, struggling with poor summer weather and the impact of competition from professional hair removal and from permanent hair removal options, such as laser removal.

Razors the most buoyant thanks to ongoing innovation

Women’s razors and blades, including disposable products, recorded the most dynamic growth in 2019 at 4%. While most depilatories suffered from the rise in professional hair removal, razors benefitted to a small degree, as many users of professional services use razors as a convenient touch up between appointments.

Reckitt Benckiser continues to lead, while Procter & Gamble steps up the heat

Reckitt Benckiser continued to lead depilatories in 2019, due to its domination of the most valuable category of hair removers/bleaches through its well-established Veet brand. The company benefitted from wide distribution of its diverse range of products in varied formats such as wax, spray or cream.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline very slightly in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected small rise of less than 1% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

The largest category of hair removers/bleaches is expected to be the worst affected, with sales forecast to fall by 2% in volume terms in 2020. This product area was already in decline pre-COVID, with this worsening as a result of the pandemic.

Recovery and opportunities

Demand for depilatories is expected to return to pre-COVID-19 patterns by around 2021, with removers/bleaches continuing to decline, and with razors/blades continuing to slowly increase. Growth in razors/blades will be muted however, as this remains a mature area threatened by rising interest in professional and permanent hair removal options.

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