Depilatories in the US

PRE-COVID-19 PERFORMANCE

Women’s razors and blades returns to positive growth but alternative hair removal methods stymie category growth

Women’s razors and blades finally returned to growth following three years of decline. Despite a growing narrative that women are abandoning traditional social norms and not shaving as often, demand for women’s razors and blades is suggesting a different story.

Procter & Gamble acquires direct-to-consumer women’s razor brand Billie

In a move to further build upon its portfolio of shaving brands, Procter & Gamble announced in early 2020 its intention to acquire DTC start-up Billie. Billie gained the spotlight in recent years as the brand attacked the phenomenon of the pink tax by offering women’s razors at a comparatively cheaper price to other brands’ options.

Increasing competition in women’s razors and blades, more focus on skin care in women’s pre-shave

In the past, women’s razors and blades was dominated by the likes of Venus, Schick and Bic, although new entrants Billie, Joy and Flamingo have now emerged as strong competitors. These new entrants all operate in the systems razors space, meaning they do not offer disposable options, unlike Venus, Schick and Bic.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by just under 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected decline of just over 1% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

All products will see a slightly stronger performance in 2020 at constant 2019 prices than they did a year earlier, although the impact of the COVID-19 pandemic will not be a major one in any of the categories. Razors and blades will be the strongest performer in 2020.

Recovery and opportunities

After the slightly improved performance expected for 2020, annual growth rates will be 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 overall depilatories CAGR will be in line with the CAGR expected for women’s razors and blades, the biggest category.

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