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.
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.
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.
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%.
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.
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.
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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 report originates from Passport, our Depilatories research and analysis database.
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