Only a slight decline was recorded in the women’s razors and blades category in 2020 due to self-care trends being significant for Slovenian consumers despite lockdown and working from home measures as a result of the COVID-19 pandemic. The preshave category follows this dynamic due to its strong correlation to razors and blades.
Whilst depilation is a common practice amongst women in Slovenia, there are no culturally-specific perceptions which would influence its performance. There is little scope for innovation in the category through which to stimulate growth, although it was noted that hair removers/bleaches with more natural ingredients, or razors and blades with added ingredients to be kind to the skin would appeal to health and wellness trends.
Orbico doo continued to lead in 2020 thanks to the success of the iconic Gillette brand, which is globally recognised as being synonymous with shaving products. In the case of its Gillette Venus brand, product loyalty remains significant.
Depilatories is set to record moderate growth in Slovenia during the course of the forecast period to 2025.
Depilatories is a small category in Slovenia and saw little scope for innovation at the end of the review period. However, there are opportunities for players to develop new strategies in line with the trends seen following the impact of COVID-19 in 2020.
Top brands such as Nivea from Beiersdorf doo, Wilkinson from Nocom doo and Gillette (Venus) from Orbico doo will continue to fight for market share in a relatively saturated category over the forecast period. Product innovations and successful marketing campaigns will be key to attracting more consumers; a worthy investment as brand loyalty tends to be high in 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.
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 report originates from Passport, our Depilatories research and analysis database.
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