Depilatories is a highly seasonal category, as women are more likely to expose their arms and legs in warm temperatures. Although many consumers used these products throughout the year, summer continued to see a strong increase in the frequency of purchases.
Price promotions on branded products remained rather high in 2019, despite efforts by manufacturers and store-based retailers to reduce their frequency and push value sales. However, branded manufacturers and physical retailers feared that reducing or ending price promotions would provide an advantage to private label and e-commerce rivals, respectively.
Procter & Gamble (Gillette) remained the leading player followed by Energizer Czech (Wilkinson Sword) in 2019, although their retail value shares continued to fall as private label retailers, such as dm-Drogerie Markt, Rossmann and Lidl gained significant ground. Fewer or less intense price promotions by branded players strengthened the retail value shares of private label, direct selling and e-commerce at the end of the review period, as price-sensitive consumers sought the best prices, supported by wide selections, convenience, fast delivery or free shipping deals.
Sales of depilatories are now expected to grow by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal decrease forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Depilatories is expected to see a major improvement in retail value growth at constant 2019 prices over 2020 as a whole, compared with the forecast during research conducted at the end of 2019 before the spread of COVID-19. Hygiene and personal care norms are set to sustain at-home usage, as beauty salon closures boost demand.
Over the forecast period, depilatories is projected to see a slightly slower retail value CAGR at constant 2019 prices, compared with the review period performance. This is largely due to an anticipated steep decline in 2021 as demand and unit prices stabilise following hikes in the 2020 lockdown period.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Czech Republic 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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