Depilatories in the Netherlands

PRE-COVID-19 PERFORMANCE

Price competition suppresses value growth of depilatories overall, while growing use of professional services diminish volume sales of hair removers/bleaches in 2019

Demand for depilatories is already very mature in the Netherlands and this has created a highly competitive category. In addition, the companies present in depilatories are facing various challenges and threats, which is having a negative impact on growth.

Players focus on developing value-added waxing and shaving products that prevent skin irritation and otherwise provide safe hair removal for sensitive skin in 2019

In depilatories there was a further shift in 2019 towards products that promise to be gentle to the skin, as companies present in the category have identified more growth potential through the launch of value-added waxing and shaving products with a strong focus on skin irritation relief and as well convenience and time saving. All major brands have ranges for sensitive skin and most of the launches in recent years promised to prevent cuts, red skin and rashes.

Procter & Gamble maintains its lead on the strength of its Gillette brand in women’s razors and blades

As is the case in men’s shaving, Procter & Gamble Nederland remained the leading player in depilatories in 2019 due to the strong position of its Gillette brand. The company offers a wide range of razors, razor blades and disposable razors targeting or otherwise suitable for women.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

The only depilatory category that is set to see a change in 2020 that is directly related to COVID-19 is hair removers/bleaches, volume sales of which have increased by one percentage point, compared to the previous year. While many consumers have been moving from women’s razors and blades towards using waxes and creams to remove unwanted hair, in 2020 the closure of beauty salons and other treatment centres at least temporarily created even more demand for these products for use at home during the lockdown period.

Recovery and opportunities

Over the forecast period, beyond 2020, depilatories overall is set to see similar constant value growth to what it saw over the review period. Maturity will continue to limit the category’s growth.

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