Sales of depilatories were hardly impacted at all by the COVID-19 pandemic during 2020. However, pressure did come on sales during the first and second quarters of the year as the COVID-19 situation unfolded.
While the COVID-19 situation was not particularly influential on sales of depilatories during 2020, long-term trends that are unfavourable to category sales continued to develop during the year. The most important of these unfavourable trends is the increasing interest in hair removal appliances among Taiwanese women, which is presenting strong competition to sales of depilatories.
The range of depilation options available to Taiwanese women continues to expand, in line with the spreading awareness among the population of this wider range of depilation options. Central to the spreading knowledge of depilatories is growing access to the internet, with female consumers increasingly gaining knowledge of the various types of hair removers/bleaches that are available and, more importantly, how they are used.
It is expected that depilatories will record declining sales over the forecast period and one of the major factors expected to be influential within this context is the increasing competition that the category faces from alternative hair removal methods. In particular, laser hair removal is becoming more popular in Taiwan and this is linked to the falling prices of such services.
The average unit price of depilatories is expected to come under pressure during the forecast period due to the ongoing shift that is being seen away from system razors and blades and towards disposable options. Disposables tend to be a far more economical option than system razors and blades, meaning that the increasing preference for disposable razors is likely to put pressure on average unit prices throughout the forecast period.
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This report originates from Passport, our Depilatories research and analysis database.
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