Sales of depilatories continued on a slight decline path in 2021. Women’s razors and blades, the biggest category in value terms, showed a weak performance in 2021 as increased interest in sustainability among local consumers weighed on demand for disposable razors.
In Slovakia, social distancing and self-isolation have reduced sales of depilatories which have already been challenged by increased demand for electric personal epilators and home intensive pulse light (IPL) devices. Despite the still negative growth, depilatories performed somewhat better in 2021 compared to 2020.
Private label from dm-Drogerie Markt and Lidl continued to win value share in 2021. Both of these retailers offer a relatively wide variety of products in depilatories with a good ratio of price versus quality.
Despite signs of slow recovery in 2022, depilatories will remain fragile as further restriction of movement or a ban on travel could again limit sales. The growth forecast for both volume sales and value sales at 2021 constant prices is marginal.
At the end of 2021, Procter & Gamble’s Gillette remained the leader among depilatories brands, benefiting from wide distribution, strong shelf positioning and the backing of significant marketing investment. The brand is launching a new product set in the early part of the forecast period.
With daily life returning to normal in Slovakia, demand for long-lasting or semi-permanent removal of unwanted hair is set to continue, which will have a further limiting impact on traditional ways of hair removal. Players currently present in depilatories in Slovakia are very much aware of the trend and will continue to innovate existing products to offer more natural and painless solutions.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Slovakia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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