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.
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.
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.
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 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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.