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In 2019, sales of all types of depilatories continued to decline in Spain as the target consumer base for these products increasingly considered that professional treatments yielded better, longer-lasting results. Greater disposable income has allowed these consumers to visit beauty salons for wax depilation, purchase electric and pulse light epilators, or undergo laser techniques at permanent hair removal centres.
As Spain is increasingly experiencing milder winters and higher temperatures due to climate change, sales of depilatories are becoming less prone to seasonality. With Spanish women increasingly wearing summer clothing with bare legs for longer periods within the year, they use depilatories more frequently, which benefits the performance of the category.
Procter & Gamble España SA remained the leading player in depilatories in Spain in 2019, strengthening its value share and widening the gap with second-placed player, Reckitt Benckiser España SL. Reckitt Benckiser has lost ground in depilatories mainly due to investing more in small electric epilators (not covered in this report) and focusing less on traditional wax and cream depilatories.
Sales of depilatories are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
All types of depilatories are expected to experience positive growth in both value and volume sales in 2020 as a result of COVID-19. Women's razors and blades is expected to perform best, as they are quick and easy to use and are inexpensive, therefore offering better value during tightened economic circumstances.
COVID-19 is not expected to have a significant impact on the performance of depilatories in Spain in the forecast period. Sales of hair removers/bleaches will begin to decline again after 2020, becoming less necessary as consumers are able to return to salons for professional hair removal treatments.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Spain with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Depilatories industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.