Executive Summary

Jun 2019
PROSPECTS
Success of women’s razors and blades boosts depilatories sales

The most important factor behind depilatories growth in 2018 was the success of women’s razors and blades. Indeed, busy lifestyles pushed more women to shave at home instead of opting for professional services in beauty salons.

Competition from other hair removal methods harms hair removers/bleaches

Sales of hair removers/bleaches were affected in 2017 and in 2018 by competition that the category faces from two other methods of hair removal: personal care appliances used at home by women and professional depilation services provided in beauty salons. Pulsed-light hair removal devices were particularly successful in Belgium during 2017 and 2018, as they became more widely available in grocery retailing.

Innovation set to boost prospects for all depilatories products over the forecast period

Whilst women’s preshave is set to decline further over the forecast period too, innovation in both women’s razors and blades’ and hair removers/bleaches is set to result in an overall slightly positive value sales performance of depilatories over the forecast period. Manufacturers’ focus on launching new products, more adapted to consumer demand, is also likely to result in a positive volume sales performance.

COMPETITIVE LANDSCAPE
Procter & Gamble leads in highly concentrated competitive landscape

The competitive environment in depilatories is rather concentrated. Procter & Gamble led the category, and managed to win shares in 2018 thanks to increasing demand for women’s razors and blades.

Reckitt Benckiser’s Veet dominates sales of hair removers/bleaches whilst launching a successful electric roll-on product

Reckitt Benckiser was the second leading player during 2018. The company’s brand Veet accounted for more than three quarters of value sales in hair removers/bleaches.

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Depilatories in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Belgium?
  • What are the major brands in Belgium?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in Belgium - Category analysis

HEADLINES

PROSPECTS

Success of women’s razors and blades boosts depilatories sales
Competition from other hair removal methods harms hair removers/bleaches
Innovation set to boost prospects for all depilatories products over the forecast period

COMPETITIVE LANDSCAPE

Procter & Gamble leads in highly concentrated competitive landscape
Reckitt Benckiser’s Veet dominates sales of hair removers/bleaches whilst launching a successful electric roll-on product

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Slight growth for beauty and personal care value sales in 2018
Free from, naturalness and sustainability are the main growth drivers
Premium brands outperform mass
New launches: natural, sustainable, cruelty free, vegan
Healthy growth ahead for beauty and personal care

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources