Sales within the UK depilatories market have been forecast to grow at a compound annual growth rate (CAGR) of 2% through to 2016, with the market expected to reach a value of £173 million.
2011 saw the UK depilatories market increase at a CAGR of 5%, to be worth a market value of £158 million. This was a higher rate than the CAGR of 3% that had been predicted.
The market has been benefiting from that fact that due to money concerns, women are tending to try more at-home products rather than go to salons for treatments such as waxing. Innovation, backed with intensive advertising have been factors further helping to enhance the industry.
Procter & Gamble UK Ltd, Reckitt Benckiser Plc and Wilkinson Sword Ltd are the top three players in depilatories, accounting for 76% of the UK market between them. Procter & Gamble (31%) leads the way thanks to its Venus range (razors and blades), followed by Reckitt Benckiser with its Veet range (hair removers/bleaches). Procter & Gamble registered strong growth in 2011, with an 11% rise in value sales, predominantly down to strong innovation.
Depilatories sales are expected to continue to grow in the coming years, despite the fall in pre-shave products. Innovation is expected to continue driving demand.
Strong growth potential lies in post-shaving products in the form of lotions and creams, such as Veet's hair minimising body moisturiser and Nad's ingrown hair solution.
For more information on the UK depilatories market, see the latest research: UK Depilatories Market Report
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