Depilatories in Switzerland

2020 IMPACT

Sales decline as socialising halts and consumers look to save costs

Sales of depilatories declined by 1% in 2020, compared to growth of 2% in 2019, with the outbreak of COVID-19 leading to lower demand for products. During the lockdown period, many consumers were less inclined to keep up with their regular depilatory regimes, with many working from home.

Lack of innovation and competition from electric alternatives, challenges sales

Regardless of the outbreak of COVID-19, many women in Switzerland seek more permanent yet gentle solutions. Hair removers/bleaches are perceived to be fairly aggressive due to the chemicals included in these products, and as such, demand in this product area continues to decline.

Procter & Gamble leads, increasing its share during the outbreak of COVID-19

As one of the best-known and most-trusted manufacturers of men’s razors and shaving products, Procter & Gamble, with its Gillette brand, continue to lead in 2020, increasing its share. Frequent new product launches with enhanced technologies for a better, cleaner and gentler shave and matching pre-shave products specifically designed for the often more sensitive skin of women contribute to the company’s strong leading position and healthy growth.

RECOVERY AND OPPORTUNITIES

Low-level growth, as players focus on sensitive skin and calmer products

Following a decline in sales in 2020, growth is set to begin its recovery in 2021, as consumers start to socialise more frequently. As such, a smooth, clean-shaven look will return to being important for many Swiss consumers, and this will lead to ongoing low-level growth, with a value CAGR of 1%.

Procter & Gamble retains its ongoing lead, aided by frequent launches of new products

With regards to the competitive landscape, Procter & Gamble is expected to continue leading sales over the forecast period. The player offers the highly renowned and reputable brand Gillette, which dominates the market, benefitting from years of expertise, high levels of consumer trust and strong brand recognition due to its strong positioning within men’s grooming.

Depilatories will continue to face major threats to growth over the coming years

The growth of depilatories will continue to be put under pressure in Switzerland due to the increasing number of consumers opting for professional hair removal services, either through electric hair removal or laser hair removal. Furthermore, the use of epilators and electric hair removers at home has increased among Swiss women.