Social restrictions due to COVID-19 led to fewer grooming occasions in 2020 overall, and this has also negatively impacted depilatories. Belgian women have cared less about using such products during the time of lockdowns, social distancing, working from home, and restrictions on travel and tourism.
Despite the challenges seen in depilatories, 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 2020, thanks to the ongoing success of its leading Gillette Venus brand, thus catering to the increasing demand for women’s razors and blades. Bic Lady (from Bic Benelux SA) comes in second place for the same trend reasons, whilst Veet holds third place thanks to its success in hair removers/bleaches.
Depilatories is expected to see small growth over the forecast period, although the category 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 the strongest 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 in 2020, 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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This report originates from Passport, our Depilatories research and analysis database.
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