Depilatories witnessed mixed results in 2021, with the overall effect being a decline in sales in retail volume terms. This performance was due to the decline in retail volume sales of women´s razors and blades in 2021, albeit the category continued to grow in current value terms due to inflation.
Direct selling saw a steady decline in its value share over the review period with this decline accelerating after the outbreak of COVID-19, as this method of distribution became problematic. As a result, by 2021 the share of distribution help by direct selling was very low.
The Gillette, Bic and Schick for Women brands account for nearly all sales of women’s razors and blades in Uruguay facing little competition from any other brands. While the competitive landscape remained relatively stable throughout the review period there was a small change in fortunes for the leading three brands in 2021.
The end of the COVID-19 pandemic will have a positive impact on sales of depilatories due to the key role they play in the beauty and personal care routines of many Uruguayans, especially during the warmer spring and summer months. However, there are still several threats that could impact negatively on sales of depilatories.
With consumer price-sensitivity remaining high due to rising inflation rates at the start of 2022, it is expected that some consumers may go in search of cheaper alternatives to the leading multinational brands. For example, Millefiori, which is focused on hair removers/bleaches, is positioned within the economic price segment and is available in leading retailing chains such as Farmashop.
Despite a relatively consolidated competitive landscape, the leading players are constantly launching new products within hair removers/bleaches and women’s razors and blades. Hair removers/bleaches in particular has shown a rapid improvement in its offering.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Uruguay with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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