Depilatories in Belgium

PRE-COVID-19 PERFORMANCE

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

The most important factor behind depilatories growth in 2019 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 impacts development of hair removers/bleaches

Sales of hair removers/bleaches continued to be affected by competition from two other methods of hair removal methods: 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 the latter part of the review period as they became more widely available in grocery retailing.

With increasing demands for razors and blades, Procter & Gamble leads in 2019

Procter & Gamble continued to lead depilatories in 2019 thanks to the increasing demand for women’s razors and blades. The company managed to increase its value share in 2019 due to the successful 2018 launch of several variants of Gillette Venus.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Depilatories should see an uptake due to switches from salon to at-home alternatives. Both women’s razors and blades and pre-shave will benefit from women maintaining their grooming habits and appearances at home during lockdown.

Recovery and opportunities

COVID-19 is unlikely to have an impact on depilatories in Belgium, with growth over the forecast period expected to be higher than that recorded over the review period. Innovation in women’s razors and blades is set to continue over the forecast period and is expected to bring dynamism to depilatories.

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