Depilatories in Latvia

2020 IMPACT

Fewer opportunities for outdoor activities reduce frequency of hair removal regimes

The Coronavirus (COVID-19) pandemic adversely affected the performance of depilatories in Latvia in 2020. Lockdown and other stay-at-home measures implemented in an attempt to slow the spread of the virus led to social isolation, at-home working and studying, closed or restricted foodservice outlets like cafés and clubs and redundant leisure and entertainment venues.

Essential and lower-priced women’s razors and blades retain demand during the pandemic

The pandemic accelerated, rather than created, a slowdown in the demand for depilatories in Latvia. The maturity of the category, exacerbated by a declining female population, informed slight-to-moderate declines in retail volume sales of hair removers/bleaches and women’s pre-shave, and a slowdown in retail volume growth in the main category, women’s razors and blades, in 2019.

General drop in demand and maturity reduce the opportunities for significant movement in the competitive landscape

Multinationals Procter & Gamble Marketing Latvia, Société Bic and Reckitt Benckiser continued to dominate retail value sales of depilatories in 2020. While not escaping the general downturn in sales in the category, their retail value shares were largely stable in 2020.

RECOVERY AND OPPORTUNITIES

Depilatories set to recover demand as consumers return to work and social norms

Depilatories is set to see a return to positive retail volume and value (constant 2020 prices) growth in 2021. However, the maturity of the category, accentuated by anticipated emigration by young adults and further decreases in the female population, is expected to lead to almost flat growth as the forecast period progresses.

Robust channel shift to e-commerce as consumers seek convenience, safety and competitive prices

Like other beauty and personal care categories, depilatories witnessed a significant channel shift to e-commerce due to the closure of non-essential retailers like beauty specialists in 2020. The main sales channels in this category include modern grocery retailers (supermarkets and hypermarkets).

Laser procedures set to emerge as significant alternatives to depilatories as beauty salons reopen and the economy improves

Depilatories is unlikely to offer major opportunities for sales growth in the short to medium term. Demand has already reached saturation, with key demographic trends contracting the consumer base for these products.