2021 Universal Registration Document
GROUP PRESENTATION, OUTLOOK, AND STRATEGY
Business presentation
In e-commerce, in 2021, BIC successfully expanded its BIC.com website in the U.S., with sales growing over 60%, driven by the “Design my BIC” offer enabling consummers to create sets of personalized lighters. They can also find exciting special editions, mono-color sets and brand new series of lighters. 1.4.1.3 BIC’s Blade Excellence division focuses on reinforcing its one-piece business with consumer-driven and sustainable added-value products and capitalizing on our advanced R&D and manufacturing capabilities through the creation of BIC Blade-Tech. BIC’s markets and positioning The Wet Shave market was about 10.8 billion euros in 2020 and accounted for the majority (~56%) in value (1) of the total “hair removal” segment. Blade Excellence – Shavers
BIC’s Distribution Channels BIC ® lighters are sold through traditional distribution channels (such as convenience stores and tobacconists), retail mass-market distribution stores, and online in the United States. Both online and offline, in-store visibility is key to driving impulse purchases, and part of BIC’s historical strategy “A BIC seen is a BIC sold”. In the traditional channel , which is the leading channel for lighters, BIC is the undisputed leader (80% Market Share in value in the traditional channel in the U.S.) driven by full-distribution based on strong routes-to-market, and relevant customer and consumer programs driving value to the business. Counter displays and trays help BIC showcase large ranges of decorated lighters and innovations such as EZ Reach, addressing everyday needs while generating impulse instore purchases. In the mass-market channel , BIC focuses on relentless store visibility: at the check-out with classic pocket lighter ranges but also throughout affinity aisles such as candle and barbecue where EZ Reach and Utility lighters are highly attractive to consumers.
GLOBALWET SHAVE MARKET IN 2020 (EUROMONITOR – 2020) BY REGION
BY PRODUCT SEGMENT
8% Eastern Europe
25% Others
3% Double Edge
25% Western Europe
60% Refillable
39% One Piece
14% Latin America
28% North America
BYMARKET LEADERS
This market is split into three product segments: double-edge, one-piece and refillable. New products drive most market growth within the highly competitive market environments of the one-piece and refillable segments by offering improved performance and added features. Due to the relentless pace of new product development, a productive new product pipeline is key to ongoing success. In addition to the three historical leading brands (Gillette, the market leader, BIC ® and Edgewell), other players, mostly online Direct to Consumer brands, focused on lifestyle niches, have emerged over the last decade, primarily in the United States and progressively expanded in other geographies and offline.
17% Others
2% Unilever
6% Private Label
56% Procter & Gamble
7% BIC
12% Edgewell
Euromonitor 2020 Wet Shave Market. (1)
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• BIC GROUP - 2021 UNIVERSAL REGISTRATION DOCUMENT •
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