The pandemic had a marginally negative impact on demand for depilatories in 2020, with lockdowns and home seclusion limiting time socialising with others, participating in sport or visiting a swimming pool. Therefore, local consumers did not see the necessity for regular hair removal which was evident in declining value and volume sales.
Although hair removers/bleaches managed to increase in terms of retail value sales in 2021, the category was unable to balance losses from the previous year. Demand for hair removers/bleaches in Switzerland is also predicted to remain weak over the forecast period, related to consumers’ growing attempts to reduce the amount of chemicals they come into contact with on a regular basis.
Due to its highly-renowned brand Gillette and strong presence within men’s razors and blades, instilling a sense of trustworthiness and expertise with regards to shaving solutions, Procter & Gamble strengthened its convincing leadership of depilatories in 2021. Gillette Venus is the overall leading brand in the category, while Gillette Satin Care dominates women’s pre-save.
Despite consumer activities increasingly returning to greater levels of normality heading into the forecast period, with greater time spent outside of the home with others, growth of depilatories is set to remain rather moderate. Women’s razors and blades will remain the major growth driver, with a more dynamic development of reusable products and blades, in particular as consumers become increasingly conscious of waste and their impact on the environment.
Hair removers/bleaches will continue suffering from a fairly negative perception (chemicals, possible harmful effects, allergic reactions), and therefore will only register marginal to no growth over the forecast period. Women’s pre-shave is likely to be negatively affected by the growing competition through alternatives not specifically developed for women’s shaving, such as men’s pre-shave, regular bath and shower products and soap.
Additional limiting factors for growth of depilatories in Switzerland include the growing competition through other products and services. With cosmetic studios and beauty spas reopening, many women are set to revert from at- home usage/treatments back to salon services (such as waxing, sugaring, IPL devices).
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Switzerland 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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