Overall, depilatories saw much slower retail volume and current value growth in 2020, compared to previous years of the review period. This was due to the nationwide quarantine and social distancing measures introduced to stem the spread of the Coronavirus (COVID-19) pandemic in Vietnam.
In 2021, there was an increasing trend for natural and organic products in depilatories in Vietnam, in line with more general shifts towards healthier and more sustainable goods. Many consumers in Vietnam perceive the quality of natural and organic ingredients and products to be higher than their standard counterparts.
Reckitt Benckiser Group Plc (RB), the only significant player in the main category, hair removers/bleaches, increased its clear retail value share lead in depilatories in 2021. Beyond Reckitt Benckiser Group, the competitive landscape is highly fragmented with the majority of shares held by small players grouped under “others”.
Depilatories is set to rebound in line with economic recovery, a high vaccination rate and a return to pre-pandemic lifestyles in the forecast period. As the threat of the virus recedes and consumers return to the workplace and social events, as well as sports and exercise outside the home, they are expected to resume their normal personal care regimes.
Over the forecast period, international branded players like Reckitt Benckiser Group and Oral-B (Vietnam) Ltd are predicted to set the pace in depilatories, supported by wide availability and strong brand reputations. Reckitt Benckiser is well placed to retain its leading position due to its strong foundation in hair removers/bleaches, its prestigious Veet brand name and wide distribution.
Women’s razors and blades is projected to see the highest retail volume and value (constant 2021 prices) growth as female consumers shift from simply using men’s razors and blades as unisex products. In line with growing product awareness, more female consumers are starting to pay more attention to razors and blades specifically designed for women.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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