The trend is driven by price-sensitive shopping behaviours as well as reduced frequency of hair removal
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Although facial and body hair removal remained stable, the size of the shaving and hair removal category has declined for the fourth consecutive year in 2019 and is estimated to decline by a further 3.5% in 2020.
The trend is driven by price-sensitive shopping behaviours as well as reduced frequency of hair removal, behaviours which will be amplified by the Covid-19 outbreak.
The lockdown period will see hair removal routines relax, whilst price sensitivities will be heightened as household finances are squeezed.
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