Depilatories were less affected by the 2020 pandemic restrictions than other beauty and personal care products, with volume sales only registering a small decline. In 2021, with the pandemic still lingering, volume sales were on par with 2020, with current value sales slightly up.
Orbico continued to lead in 2021 thanks to the success of its Gillette brand, which is globally recognised as being synonymous with shaving products. In the case of its Gillette Venus brand, product loyalty remains significant.
Whilst depilation is a common practice amongst women in Slovenia, the product area is mature and there is little innovation or dynamism within the segment. In a sign that price is often the driving factor in purchase decisions, private label has a significant value share with depilatories compared with other beauty and care personal products.
Depilatories will register muted constant value growth over the forecast period. Women’s razors blade will remain the largest product area in terms of value sales, but the sector is reaching maturity.
Consumers are more aware of what they use on their body and more aware of the consequences of using products with harmful chemicals. As a result, there will be a growing trend towards organic and natural ingredients and manufacturers will develop and launch new depilatory solutions, such as gentler formulations or odour-free depilation.
Permanent hair removal with laser technology is becoming more common among middle- and higher-income consumers. While the price point for laser hair removal remains high, it is expected to become less expensive over time and this represent a long-term threat to depilatories.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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