Executive Summary

Jun 2019
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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Depilatories in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Depilatories in Netherlands?
  • What are the major brands in Netherlands?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Depilatories in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Price pressure is partially due to widened distribution
Volume declines are exacerbated by the emergence of rival products
Shaving is expected to remain the most popular method of depilation

COMPETITIVE LANDSCAPE

Gillette Venus remains on top
Alien players enter the depilatory market
Nivea flirts with the female depilatory market

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Economic growth and rising importance of wellbeing and appearance boost growth
Innovation towards convenience and more natural products supports sales growth
E-commerce increasingly important in the Dutch market
Sales further polarised in 2018
Sustainability is set to remain the major trend in beauty and personal care

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources