The 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, closures of or restrictions on foodservice outlets like cafés and clubs and empty leisure and entertainment venues.
With beauty salons having to remain closed for extended periods in both 2020 and 2021 due to the pandemic, this has been driving a return to at-home DYI procedures, supporting demand for products available in retail, especially for women’s razors and blades, which recorded the slowest decline in 2020 and the fastest growth in 2021. However, even prior to the pandemic, a slowdown in the demand for depilatories was being seen in Latvia.
In 2021, competition intensified in the economy segment as Lidl entered the market with a range of products under its Cien private label line. The share of Lidl’s private label products is set to increase as the discounter chain expands during the forecast period, having entered the Latvian retail market with the opening of 15 outlets in October 2021, which could put downward pressure on the prices for these products.
Depilatories is set to see a return to positive retail volume and value growth in the initial years of the forecast period. However, the maturity of the category, accentuated by continued emigration by young adults and further decreases in the size of the female population, growth is expected to be flat in volume and real value terms in the later years of the forecast period.
Depilatories is unlikely to offer major opportunities for sales growth in the short to medium term. Demand has already reached close to saturation, with key demographic trends contracting the consumer base for these products.
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, which was also continuing in 2021. The main sales channels in this category include modern grocery retailers (supermarkets and hypermarkets).
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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