Depilatories in Belarus

PROSPECTS

Stable performance led by women’s razors and blades

Local women paid greater attention to their appearance towards the end of the review period, encouraged by an improving economic situation and marginal growth in disposable incomes. This resulted in stable current value growth in 2018.

Busy lifestyles and economising trend positively impacts value sales

In 2018, busy lifestyles continued to strongly influence local women’s consumption behaviour. As a result, traditional depilatories such as razors and blades retained their value share.

Desire for long-lasting depilation results in growing assortment

Due to a stable interest in depilatories, the assortment on offer grew together with greater occupation of shelf space. In addition, Belarusian women continued to pay greater attention to depilatories that promised longer hair- free periods.

COMPETITIVE LANDSCAPE

Intensifying competition due to growing number of players

In 2018, strong multinational player The Procter & Gamble Co retained its value share due to its wide product availability and assortment. Its Gillette brand retained its leading position due to a lack of serious competition within razors.

Growing share of promotional sales

The competition within depilatories mainly exists amongst certain products such as razors and between different brands. Consumers may switch from razors to wax, or from wax to cream, but mainly they choose a certain depilatory and experiment with various brands.

New product development targets convenience and sensitive skin

Reckitt Benckiser Group Plc (RB) with its brand Veet launched a new depilatory in cream format that is suitable for removing hair when taking a shower, which after applying can be removed with a special brush. Such a convenient option greatly attracted busy mid- to high-income women due to its higher price.

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