Depilatories in Spain

PRE-COVID-19 PERFORMANCE

Economic conditions determine the performance of depilatories

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.

Climate and fashion continue to support sales

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 consolidates its position in depilatories

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within depilatories

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.

Recovery and opportunities

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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