Depilatories is projected to see flat growth in value terms (at constant 2024 prices) over the forecast period. For consumers who use depilatories, these products are seen as essential and this should ensure that sales remain stable even if they do not grow significantly.
One of the most important trends in personal care is skinification whereby consumers are demanding products which not only fulfil their intended function, in this case removing hair, but which also have added functional benefits for the skin. This can be through the product being tailored for consumers with more sensitive skin to prevent irritation or reinforced with supplements to improve overall skin health.
New product development and innovation in the depilatories category was relatively limited towards the end of the review period. With the product category being quite mature, the major brands are consolidating their market position instead of launching new products in an attempt to grow their share.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Australia 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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