Depilatories saw very slow but stable current value increases for most of the review period, with growth primarily related to general beauty trends and demographics, whilst category development stagnated. However, the category turned to decline in 2020.
However, with women’s razors and blades and women’s pre-shave generally considered basic hygiene products, often bought alongside other consumable goods or hygiene necessities, COVID-19 had a relatively minor effect on consumer demand. Consumption continued to be propped up by relatively constant demand from certain urban demographics, particularly younger people and immigrants, amongst whom the usage of depilatories is often considered a necessity, more so than amongst older or native Swedish consumers or those living in rural areas.
In 2020, Procter & Gamble Sverige maintained its lead in depilatories in value terms with its Gillette systems razors brand. However, mass cheap disposable products have also become an entrenched part of the depilatories category.
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This report originates from Passport, our Depilatories research and analysis database.
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