Consumer interest in depilatories remained relatively low in Thailand in 2021, despite the category seeing an improved performance compared with 2020. This is largely because many women do not engage in frequent hair removal, with this being reflected by the low level of new product development and innovation among these products, even by leading players.
Women’s razors and blades benefits from being seen as the value-for-money option. However, this also served to limit value growth in the category in 2021 with there being a greater demand for private label and more affordable brands.
In terms of the competitive landscape, there was a greater presence of local brands and imported small brands in depilatories in 2021. These included products such as Mistine De-Zer underarm hair remover cream, Mistine Easy Out hair remover cream, and Mimicos body hair remover cream.
Depilatories is projected to see steady growth in retail volume terms over the forecast period with demand rising as consumers return to more active work and social lives outside the home. Hair removers/bleaches is set to be the main growth driver, with these products increasingly seen to be more convenient and gentler on the skin.
As the government’s COVID-19 measures are eased and life in Thailand starts to return to relative normality some people are expected to make use of professional hair removal services at beauty clinics, body spa boutiques and aesthetic centres. In an effort to recover some of the sales lost to COVID-19, these establishments are offering aggressive promotions and additional beauty services at affordable prices to entice new and returning customers.
New product development is expected to be seen in hair removers/bleaches while women’s razors and blades is expected to see less innovation, with private label potentially gaining a competitive advantage in terms of more affordable price points. Local players could also look to tap into the price sensitivity of consumers in the wake of COVID-19 by offering cheaper depilatories, including products which make use of natural ingredients.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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