Depilatories in Ukraine

PRE-COVID-19 PERFORMANCE

In 2019, hair removal goods are threatened by the rise of trimmers and laser products, while women’s pre-shave suffers from the perception it is unnecessary

Depilation was increasingly becoming a routine habit for more Ukrainian women in 2019, and several methods were offered to Ukrainian consumers. Whereas depilatories are favoured by many, there is a growing threat from electric epilators, trimmers and laser depilation.

Women’s razors and blades drive the highest value sales in 2019, as many consumers fear that hair removers/bleaches may be painful to use

A growing number of Ukrainian women were paying attention to global beauty trends in 2019, with the use of depilatories being among them. Therefore during the year, strengthening consumer spending power helped to increase growth and spend on the industry.

International players dominate the landscape; however, local company Elfa Laboratory comes in third in 2019, with competitive price-points

In 2019, a clear dominance by two giant multinationals remained in depilatories, with Procter & Gamble Ukraine TOV taking the top spot, followed by Reckitt Benckiser Household & Healthcare Ukraine TOV. The players operate in different areas, with Procter & Gamble focusing on products for shaving (women’s pre-shave and women’s razors and blades) while Reckitt Benckiser develop hair removers/bleaches.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within depilatories

The COVID-19 outbreak in Ukraine is expected to lead to a reduction in growth for all areas of depilatories in 2020, with a lack of socialising and staying at home leaving consumers with little incentive to use or buy depilatory items. Therefore, many consumers were less motivated to continue to keep up with their existing depilation routines.

Recovery and opportunities

COVID-19 is set to impact depilatories in 2020, with consumers spending time at home decreasing their motivation to use depilatories. However, as COVID-19 restrictions are lifted throughout 2020, consumers will slowly return to their established patterns of using depilatories.

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