Depilatories in Thailand

PRE-COVID-19 PERFORMANCE

Consumers continue to switch towards hair removers/bleaches from women’s razors and blades in 2019

Consumer interest in depilatories remained relatively low in Thailand in 2019, with many women not engaging in frequent hair removal. This was reflected by the low level of new product development and innovation in the category, even by leading players.

Growing interest in professional hair removal negatively impacts growth in depilatories in 2019

As affluence spreads throughout Thai society, female consumers of all social groups are becoming more interested in professional beauty services, including professional hair removal treatments. These hair removal treatments include waxing, intense pulsing light (IPL) and YAG lasers.

Reckitt Benckiser (Thailand) extends its lead while Procter & Gamble Mfg Thailand loses out to private label

Reckitt Benckiser (Thailand) extended its lead in depilatories in 2019. The company holds a dominant position in hair removers/bleaches, in which its Veet brand remains virtually synonymous with depilation.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Women’s razors and blades was already on a downward trajectory in terms of volume sales through most of the review period and the decline is expected to accelerate in 2020 as double-digit price hikes are likely as manufacturers and retailers seek to regain some value given the falling sales. Hair removers/bleaches had been recording good volume and value growth prior to the COVID-19 epidemic.

Recovery and opportunities

The good constant 2019 value growth expected for 2020 in depilatories is likely to be due to significant price hikes in both categories as volume sales are likely to plunge. Going forward, constant 2019 values are set to decline throughout the remainder of the forecast period, as players offer promotions and discounts in an attempt to recover volume sales.

Files are delivered directly into your account within a few minutes of purchase.