Depilatories in Singapore

PRE-COVID-19 PERFORMANCE

Hair removers/bleaches sales struggle due to the popularity of alternatives

Sales of hair removers/bleaches continued to decline in current value terms in 2019 as these products continue to be under threat from clinical hair removal services, particularly in view of the rising disposable income among women, enabling them to increasingly afford such services. There is also a belief that chemical ingredients in hair removers/bleaches have a damaging impact on the skin and can cause rashes and irritation.

Women’s razors and blades remains the only category to see positive growth

Women’s razors and blades continued to be the only depilatories category to record current value growth in 2019. This was mainly due to manufacturers focusing on developing razors and blades with value-added benefits.

Procter & Gamble and Reckitt Benckiser continue to dominate sales

Veet by Reckitt Benckiser and Gillette by Procter & Gamble continued to dominate value sales of depilatories in 2019. Veet, the dominant brand in hair removers/bleaches, continues to redevelop its products.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are expected to decline by 1% in 2020 at constant 2019 prices, which is roughly in line with the 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19, although the current forecast 2020 will be a slightly improved performance. This will be due to the closures of beauty and hair salons, boosting demand for depilatories for at-home DIY treatments.

Affected products within depilatories

Women's pre-shave will receive the biggest boost to sales in 2020 from the closure of salons and the need for consumers to switch to at-home alternatives. Razors and blades will also record stronger value growth at constant 2019 prices in 2020 than it did a year earlier, as women need to shave and groom at home, but hair removers/bleaches will continue to decline.

Recovery and opportunities

Depilatories will continue to record slight annual declines in value sales at constant 2019 prices over the rest of the forecast period, with new products like the Gillette Venus Sensitive helping razors and blades record the strongest growth to 2024.

Files are delivered directly into your account within a few minutes of purchase.