Depilatories registered current value growth despite the challenging market conditions in 2020, albeit at a slower pace than in previous years. Growth was supported by the closure of salons during the lockdown and the fact that even on reopening, consumers cut back on salon services and turned to DIY options for financial reasons or for fear of infection.
Women’s razors and blades saw the strongest current value growth in 2020. Sales of such products were driven by their affordability and ease of use.
Veet remained the leading brand in depilatories in value terms in 2020. This is a brand which is well-trusted by local consumers, and benefits from a wide distribution network both online and offline.
Whilst it is expected that depilatories will see growth in the forecast period, it will be slower than previously forecast. On the one hand, consumers turning to DIY options will drive growth in depilatories.
Depilatory products such as a hair removal cream are no longer only restricted to women. There are now products that are specifically designed for men which are easily accessible both online and offline.
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This report originates from Passport, our Depilatories research and analysis database.
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