Depilatories in the United Kingdom

PRE-COVID-19 PERFORMANCE

Although depilatories continues declining, greener products and added skin care benefits are on-trend

In 2019, depilatories saw another year of decline in both value and volume sales. The category continues to face fierce competition from longer-term solutions, such as waxing and laser hair removal, the latter a competitor that is only likely to become more of a challenge going forward.

Big brands continue to struggle amid decline in female shaving

Procter & Gamble maintained its leading position in 2019 with its Gillette Venus brand. Reckitt Benckiser follows close behind with hair removal brand Veet, ahead of Wilkinson Sword in third place.

Subscription services extend to female shaving

2018 saw the emergence of some subscription-based shaving services in the UK, with this offering then taking off in 2019. Influenced by successful subscription female shaving brands such as Flamingo and Billie in the US, and, as male subscription services increase in the UK, a rise in female shaving subscriptions is beginning to be seen in the UK.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 3% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to a decline of 2% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

All products within depilatories will see a significantly stronger performance in 2020 at constant 2019 prices than they did a year earlier as well as the performances – all negative – forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19. Women’s razors and blades will be the strongest performer in 2020 as consumers are forced, particularly in the first half of the year, to perform their own hair removal at home, rather than having it done for them in a professional salon.

Recovery and opportunities

After the stronger performance expected for 2020, annual growth rates will move back in line with those predicted during research conducted at the end of 2019 before the spread of COVID-19 over the rest of the forecast period. The performances in the remaining years of the forecast period, after 2020, will also be in line with overall trend for depilatories of recording negative annual value growth at constant 2019 prices in recent years.

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