COVID-19 reinforced the existing decelerating growth trend of depilatories thanks to changes in consumer culture and the increasing popularity of depilation services at beauty salons. Such services became more affordable in recent years as salons decreased prices, which led to rapid growth in their popularity.
The hair removers/bleaches and women’s pre-shave categories decreased in volume terms during the review period thanks to the growing popularity and affordability of high-tech devices for home depilation. However these products remained unaffordable to low- and middle-income consumers, resulting in stable demand for razors and blades.
The Procter & Gamble Co continued to hold the leading value share in both the women’s razors and blades and women’s pre-shave categories with its Gillette and Gillette Satin Care brands in the former and latter categories in 2020. However, Reckitt Benckiser Group Plc (RB) with its leading brand Veet leading the hair removers/bleaches category, declined in value share as a result of its pricing policy and problems with logistics during the year.
Future trends depend on the income per capita of the population in Belarus. Considering a very unstable political situation, continuous protests and increasing foreign sanctions, the country’s economy is unlikely to grow in the short term.
While sales of disposable razors decreased in 2020, systems in women’s razors and blades continued to increase its value share thanks to manufacturers’ launching new products. In January 2020, BIC launched a new product range for women with three new products in system shaving: Soleil Click, Soleil Sensitive, and Miss Soleil.
During the Belarusian spring of 2020, customers panicked because of the outbreak of the COVID-19 pandemic resulting in a rise in demand for e-commerce; however, it was short-lived. Nonetheless, many players such as Green and Ostrov Chistoty started investing in e-commerce.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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