In 2021, depilatories recorded positive current value growth. As pandemic-related restrictions were gradually lifted, Romanians began spending more time outdoors, partaking in social events and gatherings, thereby focusing more on their image.
Women’s pre-shave continues to be an undeveloped category in 2021. The number of brands available on the market is quite low, and the pandemic did not encourage other brands to enter the category.
In the late review period, Romania has been seeing increasing demand for natural ingredients in personal care products, with hair removers/bleaches being one of the categories positively affected by this trend. Romanian women are becoming more aware of the ingredients used in hair removers and the impact such products have on the skin.
Over the forecast period, depilatories is anticipated to record steady year-on-year growth in both current value and retail volume terms. Depilatories are essential for Romanian women in maintaining their appearance, with hairlessness particularly valued in society.
The performance of women’s shaving products is expected to be influenced over the forecast period by the increased interest into IPL epilation, particularly popular amongst women in the 20-30 age group. In recent years, a variety of product developments and new technologies have been launched, such as E-light epilation or diode laser epilation, which provide a similar experience to IPL hair removal.
In 2022 and over the rest of the forecast period, depilatories sales might be negatively affected by consumers returning to beauty salons. Many women perceive the hair removal done in a professional environment as superior to the treatment they perform individually at home.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Romania 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 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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