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