Depilatories in South Africa

PRE-COVID-19 PERFORMANCE

Hair removers/bleaches are increasingly popular but consumer knowledge is lacking

Depilatories remained the smallest category within beauty and personal care in 2019. Nevertheless, it saw strong current value growth throughout the review period, including in 2019.

Cost remains an important factor in the purchasing decision

However, another factor hampering the growth of the category as a whole, but especially hair removers/bleaches, is the lack of affordability of depilatories amongst lower-income consumers, due to the weak economy, increasing unemployment and persistently poor socioeconomic status of the country. Low affordability amongst this consumer group is driving them towards razors with lower unit prices.

Incolabs maintains its lead despite launches by smaller players

Incolabs maintained its lead in depilatories in value terms in 2019. Its position can be attributed to its successful leading brand Schick, which offers a range of women’s razors and blades.

2020 AND BEYOND

COVID-19 impact

Depilatories is now expected to grow by less than 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected rise of more than 2% forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within depilatories

COVID-19 is only expected to have a negligible impact on the growth rate of depilatories in 2020, and all categories are expected to see similar slowdowns in growth. This means that the main trends dictating sales growth will be those evident before the pandemic hit.

Recovery and opportunities

The value growth rate of depilatories is expected to see a slight uptick in 2021, and remain fairly stable for the rest of the forecast period. The direct impact of COVID-19 on the category is therefore expected to be minimal.

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