Executive Summary

Jun 2019
PROSPECTS
Depilatories declines as consumers opt for longer-term solutions

In the UK, depilatories saw yet another year of disappointing performance in 2018, with every category facing contracting growth in both value and volume terms. With shaving and at-home hair removal often considered as inconvenient and time consuming, British consumers are increasingly edging towards longer-lasting or permanent solutions, such as professional waxing and laser hair removal.

Acceptance of body hair is encouraged

At the other end of the spectrum, some consumers have taken a more relaxed approach to shaving altogether, another factor causing the category to decline. There is a trend towards embracing an “au natural” look, and a number of media campaigns aimed to eliminate the “taboos” associated with shaving.

Room for innovation in razors and blades

With traditional razors and blades facing tough competition from alternatives such as epilators and trimming tools, brands should look for ways to premiumise existing lines such as by adding more features or blades, and making the products more targeted. Whilst the most recent launches come from Gillette’s 2017 triple launch of Venus Face Perfection, Venus Platinum Extra Smooth and Venus Bikini Precision, innovation was lacking over 2018.

COMPETITIVE LANDSCAPE
Major players continue to hold the dominant value share

In 2018, Procter & Gamble remained the leader, with its Gillette brand holding the category’s highest value share. Reckitt Benckiser followed closely behind with its hair removal brand Veet, and in third place was Wilkinson Sword.

Perception of private label quality rises

Consumers are increasingly trusting private label for essential beauty buys, particularly those that already own established beauty brands. Grocery retailers such as Tesco and Sainsbury’s offer their own private label disposable razors and shaving gel, and are attempting to premiumise their products in an effort to match the quality of major brands, but at cheaper price points.

Competition intensifies as subscription players land in the UK

As consumers experience progressively hectic lifestyles, and hence seek products that offer convenience and ease of use, female shaving subscription services are gaining momentum. One example is South Korean player Dorco, which offers UK females monthly subscription boxes with razors and blades, with prices starting from GBP3.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Depilatories in the United Kingdom

Samples (FAQs about samples):

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

Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in United Kingdom with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in United Kingdom, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in United Kingdom market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in United Kingdom?
  • What are the major brands in United Kingdom?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in the United Kingdom - Category analysis

HEADLINES

PROSPECTS

Depilatories declines as consumers opt for longer-term solutions
Acceptance of body hair is encouraged
Room for innovation in razors and blades

COMPETITIVE LANDSCAPE

Major players continue to hold the dominant value share
Perception of private label quality rises
Competition intensifies as subscription players land in the UK

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in the United Kingdom - Industry Overview

EXECUTIVE SUMMARY

Despite its slowdown, the beauty and personal care market in the UK remains dynamic
British consumers are looking to buy better in an uncertain economic context
L’Oréal and Estée Lauder maintain leading positions
Natural and clean beauty is becoming industry standard
Brexit remains the main challenge for the industry

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources