Depilatories in Belgium

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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