Depilatories in Vietnam

PRE-COVID-19 PERFORMANCE

Growing interest in hair removers boosts demand for depilatories

Towards the end of review period, Vietnamese consumers became more concerned about their appearance and beauty. A growing number of people are taking greater care of their overall appearance and are thus more receptive to the benefits of using hair removers.

Rising awareness of men’s razors and blades

A growing number of Vietnamese women are showing greater interest in their appearance. With the rising influence of Western culture, women’s razors and blades are receiving more attention from both players and consumers.

Strong consumer trust key to success of Reckitt Benckiser

Reckitt Benckiser Group continues to lead depilatories sales thanks to its wide range of high-quality products. Although the company’s products tend to be more expensive than other brands, consumers are willing to pay a higher price in exchange for quality and safety.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to rise by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. Depilatories has been negatively impacted by the lockdown and subsequent economic decline surrounding the pandemic.

Affected products within depilatories

Economic uncertainty in the wake of the COVID-19 pandemic has encouraged many to cut back on spending where possible, with all product areas in depilatories likely to see retail volume declines in 2020 as a result. The most resilient product area is expected to be women’s razors and blades, which are typically viewed as offering the best value in depilatories.

Recovery and opportunities

Demand for depilatories is expected to remain muted in 2020, even as the COVID-19 lockdown is eased, due to consumers’ economic concerns. Consumers will continue to prioritise essential purchases at the start of the forecast period and many women will opt for economy men’s razors and blades as a lower-priced alternative, while those still buying women’s razors and blades will likely replace these products less frequently.

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