Depilatories in Russia

PRE-COVID-19 PERFORMANCE

Modern, electronic alternatives threaten sales of depilatories in 2019

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.

Consumers low disposable incomes restrains growth in depilatories in 2019, as consumers buy less non-essential items, such as women’s pre-shave products

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 continues to lead the competition in 2019, as players become active on social media, to attract younger consumers to their products

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within depilatories

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.

Recovery and opportunities

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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