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In 2019, depilatories continued to record a decline in sales as advanced at-home hair removal devices and technologies became increasingly popular. These were considered safer than traditional waxing and hair removal creams.
Due to economic difficulties and falling disposable incomes, the main driver of sales was the price in 2019, with manufacturers focusing on exclusive deals and substantial discounts to try and retain customers. Due to increasing price-sensitivity, some Russians avoided depilatories altogether.
Gillette Group OOO retained its leading position in depilatories in 2019, thanks to strong recognition, consumer loyalty and its wide distribution network. The player continued to be very active in new product development, launching a new razor intended for women, Gillette Venus Platinum, with the first metal handle and five blades.
Sales of depilatories are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected decline of 4% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
With consumers socialising less frequently and staying at home more during Q1 of 2020, there was less incentive for some consumers to maintain their depilation routines. This is expected to result in a decline in growth for all areas in depilatories in 2020.
As lockdown eases and restrictions are lifted throughout 2020, consumers will slowly return to their established patterns of using depilatories. Therefore, by 2021, growth is expected to align to growth predicted pre-COVID-19, suggesting that COVID-19 will not have a long term impact on the depilatories industry.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Russia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Depilatories industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.