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Depilatories in
Russia

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Category suffering from a shift to alternative hair removal methods

Depilatories is a very mature category in Russia which is also being threatened by more modern electronic alternatives. In 2018, the category continued to record a decline in sales as advanced at-home hair removal devices/technologies became increasingly popular.

Economic difficulties affect value growth

Due to economic difficulties and falling disposable incomes, the main driver of sales in the category in 2018 was price, with manufacturers focusing on special deals and heavy discounts in order to try and retain customers. Indeed, due to increasing price-sensitivity, some Russians avoided depilatories altogether at the end of the review period.

Women’s pre-shave continues to suffer the most

Women’s pre-shave continued to post the poorest performance in depilatories in 2018. This can be explained by the fact that women’s pre-shave products can be easily replaced by cheaper men’s pre-shave options, shower gel or soap.

COMPETITIVE LANDSCAPE
Competitive landscape remains concentrated

Depilatories remained a concentrated category in 2018. Gillette Group remained the leading player thanks to strong brand recognition and consumer loyalty as well as widespread distribution.

Online and social media marketing on the rise

In response to increased consumer awareness regarding the importance of hair removal, manufacturers are actively using the internet and social media platforms to educate and attract consumers. As the main driver of sales of depilatories in Russia is price, the online channel is attracting ever more attention.

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Depilatories in Russia

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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.

The Depilatories in Russia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Russia?
  • What are the major brands in Russia?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • 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

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in Russia - Category analysis

HEADLINES

PROSPECTS

Category suffering from a shift to alternative hair removal methods
Economic difficulties affect value growth
Women’s pre-shave continues to suffer the most

COMPETITIVE LANDSCAPE

Competitive landscape remains concentrated
Online and social media marketing on the rise

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Russia - Industry Overview

EXECUTIVE SUMMARY

Modest growth for beauty and personal care in 2018
Ongoing heavy discounting puts pressure on value sales
L'Oréal Russia leads beauty and personal care and further increases its value share
New product development driven by various trends
Beauty and personal care set to post a moderate performance

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources