Depilatories in the Netherlands

PROSPECTS

Price pressure is partially due to widened distribution

Demand for depilatories is already very mature and this means 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.

Volume declines are exacerbated by the emergence of rival products

2018 saw volume sales of depilatories come under even greater pressure due to the launch of innovative depilation appliances such as the Veet precision trimmer and Gillette Venus precision trimmer. The emergence of these new methods for removing unwanted body hair is encouraging consumers to leave razorblades behind especially for the bikini area.

Shaving is expected to remain the most popular method of depilation

Despite the move away from shaving as a form of depilation seen towards the end of the review period, women’s razors and blades and women’s pre-shave are expected to continue driving growth within depilatories over the forecast period. Younger generations of Dutch women are adopting razors and blades as a modern and natural shaving system which is valued for its convenience and comfort.

COMPETITIVE LANDSCAPE

Gillette Venus remains on top

Procter and Gamble maintained its leading position in depilatories in 2018 due to the general preference for women’s shaving products and the strong popularity of its Gillette Venus brand. During the year, Gillette Venus launched a range of new products including the Gillette Venus 2-in-1 Comfort Glide, a razor and blades systems with integrated shaving gel which offers time saving and convenience.

Alien players enter the depilatory market

Players from outside the category are increasingly seeking to establish a presence in depilatories, offering innovative products that have the potential to be disruptive to sales of regular products. 2018 saw Lactacyd, a brand that specialises in personal care products for intimate female areas, including washing gels, mousses and wipes, launch a shaving lotion for intimate areas.

Nivea flirts with the female depilatory market

Beiersdorf’s brand Nivea has traditionally been active only in men’s shaving. However, towards the end of 2018 Nivea introduced its Nivea Black & White Silky Smooth deodorant, which is marketed as the first aftershave for women.

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