During 2020, retail demand for depilatories was given a modest boost by the pandemic, with the positive effect of the closure of beauty salons for an extended period outweighing the combined effect of the economic shock of the pandemic and the fact that local consumers were spending much more time at home and socialising less frequently, in addition to spending less time on the beach. Even after beauty salons were allowed to reopen, some remained reluctant to visit them due to the risk of contagion.
Procter & Gamble España SA remained the leading player in depilatories in Spain in 2021, although competition from private label (particularly supermarket chains Mercadona and Carrefour) is getting stronger. Procter & Gamble has benefited from the better image that women’s razors and blades have among Spanish consumers, thanks in large part to its Gillette Venus brand and its advertising campaigns.
Depilatories is a relatively mature category, which few new product launches during the review period. However, in 2019, a new player, Base World Trading, launched competitively priced women’s razors and blades under the Kodak brand.
Retail constant value sales of depilators will be flat during the forecast period. As the threat posed by COVID-19 diminishes, socialising is set to return in a big way, but this will largely be offset by the growing popularity of electronic devices.
With inflationary pressure set to mount during the early part of the forecast period, many local consumers will become more price conscious. This could provide a boost to retail demand for depilators, if more of them decide to forgo visiting the beauty salon in order to save money.
As was the case over the review period, in Spanish depilatories new formulas will be launched with fewer chemical ingredients in order to gain an advantage in the competition against razors and blades. The number of products that specifically target men is also likely to increase.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Spain 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.
This report originates from Passport, our Depilatories research and analysis database.
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