Depilatories in Belarus

PRE-COVID-19 PERFORMANCE

Stable performance led by women’s razors and blades

Growing interest in appearance boosted sales of depilatories in 2019. Growth was helped by an improving economic situation and marginal growth in disposable incomes, which also boosted demand for pre- and post-shave categories.

Desire for long-lasting depilation boosts product assortment

Demand for depilatories continued to grow in 2019 as the product assortment developed while these products benefited from the allocation of more shelf space. Moreover, Belarusian women continued to pay greater attention to depilatories that promised longer hair-free periods.

Intensifying competition due to growing number of players

During 2019, Procter & Gamble retained the outright lead in terms of value share thanks to its wide product availability and assortment. Its Gillette brand retained its leading position due to a lack of serious competition within women’s razors and blades.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to contract by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

All categories in depilatories are expected to contract in value sales at constant 2019 prices in 2020. The worst affected is likely to be women’s pre-shave, with many women opting to use bar soap as an alternative in a bid to save money.

Recovery and opportunities

Sales growth of this category is expected to remain subdued in 2021 and only likely to return to positive territory from 2022, with demand remaining steady for the remainder of the forecast period. Consumer price sensitivity is likely to stimulate demand for private label, with many consumers only making purchases when these products are on offer.

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