Following a decline in 2020, due to social restrictions and fewer grooming occasions, depilatories reverted back to growth in 2021. This was due mostly to the partial lifting of pandemic-related restrictions and increased grooming occasions.
During the first year of the pandemic, the closure of beauty salons and consumers’ concerns about visiting salons when they were open, due to social distancing, meant that a higher number of women were attending to their depilation needs at home instead. This trend was in line with consumers creating “home spa” experiences to boost their personal wellbeing and, with more time on their hands, consumers who followed this trend opted for hair removal products over razors per se.
Procter & Gamble Benelux SA NV maintained its strong lead in depilatories in 2021, thanks to the ongoing success of its leading Gillette Venus brand, thus catering to the increasing demand for women’s razors and blades. In 2021, the brand launched an initiative through its website, “Build your own razor”, allowing consumers to choose their preferred handle and blade.
Depilatories is expected to see small growth over the forecast period, although the product area will continue to face some challenges. As lifestyles return to pre-pandemic patterns, with higher rates of social interaction, activities and grooming occasions, the consumers who continued using depilatories in “home spa” settings are most likely to return to beauty salons to treat themselves after the period of lockdowns and restrictions.
Hair removers/bleaches is expected to show positive growth over the forecast period, stimulated by the growing popularity of waxing/hair removal products. This will be in line with the “home spa” trend seen during the pandemic, along with the fact that consumers have become more comfortable with and competent at using such products during this time.
On the other hand, women’s pre-shave is expected to remain in negative figures over the forecast period. The decline of pre-shave products will be in line with its negative historical performance, as this sub-category is increasingly in competition with razors which are impregnated with pre-shave lotions.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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