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Learn moreJun 2020
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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.
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.
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.
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.
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.
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.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in USA with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.