With the exigencies of the Coronavirus (COVID-19) pandemic remaining an issue for consumers in during a large part of 2021, all categories of depilatories continued to be affected by very much the same limiting factors as in 2020. Hair removers/bleaches and women’s pre-shave were more strongly affected than women’s razors and blades in 2021, mostly due to a sharper and lasting overall reduction in the types of social and other contexts for which these products are commonly used.
Despite lasting constraints and pressure on the category overall, women’s razors and blades are generally considered items of basic hygiene. Thus, women’s razors and blades are often bought alongside other necessity and hygiene-related items.
The demand for depilatories witnessed robust support from certain urban demographic trends, particularly ones related to younger and immigrant consumers. These consumers tend to view the use of depilatories as a necessity to a much greater degree than among older, rural or native Swedes.
With consumer habits changing in the wake of the onset of COVID-19, hair removers and bleaches is expected to see a steady decline in retail volume sales over the forecast period. Changes to a wide range of social patterns, including areas such as tourism and workplace habits, are resulting in less attention being paid by many to removing hair from their body, which proved lasting in 2021.
On the other hand, women’s pre-shave and women’s razors and blades are projected to see steady retail volume growth over the forecast period. These categories are set to enter a period of robust recovery.
The demand for depilatories is also expected to be propped up by the growing positive influence of consumer indulgence spending. A well maintained personal appearance, and grooming in general, has increasingly become a luxury, associated simultaneously with more normal and active social lives and greater personal wellbeing.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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