Depilatories remained the smallest category in beauty and personal care in 2018 and witnessed low growth. One of the reasons for the category’s poor performance is the increasing availability of economy products within women’s razors/blades, driven by local consumers’ frugality.
Whilst depilation is regarded as common practice amongst women in Slovenia, and there are no culturally-specific perceptions that would influence its performance, it has been noted that some groups of men, such as athletes, have also established the habit of depilation. Women’s razors and blades saw the most dynamic growth throughout the review period, and was the largest category in depilatories.
Sales of standard hair removers/bleaches gradually declined throughout the review period, due to the negative influence of the health and wellness trend and consumers’ growing concern about the ingredients used in most beauty and personal care products. This resulted in demand for natural/organic products, where honey or beeswax is used as the primary ingredient.
Depilatories in Slovenia is highly concentrated amongst three leading brands, which account for the majority of value sales and are the trend-setters within the category. Nocom led with the Wilkinson brand and was followed by Orbico, which is responsible for the distribution of Gillette for Women from Procter & Gamble.
Company shares changed little in 2018 over the previous year as the top three players maintained their current levels of innovation and marketing activities. Unfortunately, the strategy of diversifying products by specific body part, such as eyebrows, legs and intimate body parts has not produced the desired sales growth.
Private label continued to stagnate in 2018 over the previous year. Although consumers are highly price-conscious when it comes to their purchasing behaviour in depilatories, retailers have been struggling to achieve greater penetration of their private label lines.
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This industry report originates from Passport, our Beauty and Personal Care market research database.