Sales of depilatories declined by 2% in 2020, compared to only a slight fall in sales for 2019, with COVID-19 increasing the decline on the landscape. Demand decreased due to the lockdown, as consumers had limited social occasions and outdoor activities to take part in.
In 2020, COVID-19 reinforced the existing declining trend of depilatories sales due to the increasing popularity of alternative high-tech devices. As such, devices became more affordable and demand for them grew.
Procter & Gamble continued to hold the leading position in 2020, covering more than 60% of the category with a dominance in women's pre-shave and razors and blades. Consumer loyalty to its brands, wide distribution, innovations, and marketing campaigns challenged other players who wish to enter the market, and this situation is not expected to change over the forecast period.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Russia 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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