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.
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.
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.
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.
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).
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.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Depilatories industry in Latvia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Depilatories industry in Latvia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Depilatories research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page