Depilatories in Switzerland

PROSPECTS

Depilatories will continue to face major threats to growth

The growth of depilatories is being put under pressure in Switzerland, as there are an 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 amongst Swiss women.

Women’s razors and blades to continue driving sales of depilatories

Many women suffer from dry and sensitive skin, and therefore prefer to use products with moisturising properties and sensitive characteristics. Within system razors, companies therefore introduced new products with hydrating effects and depilatories with additional protective ingredients.

Positive performance expected due to innovation

Depilatories is still a small category in Switzerland, and offers major growth potential in the forecast period. The trend for smooth and hairless skin is expected to continue, as it has now become an integral part of women's grooming routine.

COMPETITIVE LANDSCAPE

Procter & Gamble Switzerland to maintain its lead with product developments

Procter & Gamble Switzerland strongly led depilatories in value terms in 2018, and is expected to maintain this position in the forecast period. Within women’s razors and blades, Procter & Gamble will continue to attract consumers through its wide selection of different products targeting different needs.

Premiumisation expected over the forecast period

Women’s razors and blades saw consistent premiumisation over the review period, with a move from disposable razors to systems razors, and trading up within disposable razors from two blades to three or more. Given the premiumisation taking place in the category, as women step up to more specialised razor systems unit prices are likely to remain high over the forecast period.

New product launches to boost growth

Products developed for specific needs and different areas of the body and face are expected to sustain value growth in the forecast period. New products will offer greater convenience, such as faster shaving, or added value, such as products which cause less pain (in hair removers), offer skin-calming effects, or products formulated for sensitive skin.

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