Hair Care in Norway

TRENDS

According to trade sources, hair care is a category which is characterised by high degrees of industry fragmentation and in which no major company is able to determine the direction of the overall category. The majority of brands in the category, both mass and premium, are considered to offer products of similar quality and, as such, consumers continue to purchase what they are familiar with. A more targeted approach is believed to have the potential to be more successful, with products focusing on solving common hair care issues such as sensitive scalp, dandruff and dry hair, particularly during the winter months, more likely to succeed in a category with saturated sales. This routine approach is highly evident in categories such as skin care and a higher degree of diversification is likely to help hair care continue to evolve.

COMPETITIVE LANDSCAPE

L’Oréal Norge continued to lead value sales in hair care in Norway in 2016 with a 30% value share. The company’s leading position can be attributed mainly to its longstanding presence in Norway, its wide product portfolio and its extensive distribution network, which stretches from grocery retailers to professional salons. L’Oréal Norge’s product portfolio include both premium hair care lines such as L’Oréal Professionnel, RedKen, and Kérastase and mass options such as El’Vital, Garnier and Frank Provost. The company’s value share in hair care remained stable in 2016, having gained three percentage points over the review period as a whole.

PROSPECTS

While the outlook for hair care in Norway looks bleak, several areas of growth are expected to emerge or intensify during the forecast period. Organic and natural hair care products which highlight that they are free from harmful chemicals are expected to continue experiencing rising demand, especially considering that this segment is relatively underdeveloped in Norway. Furthermore, hair care products sold through chemists/pharmacies are expected to become more popular as they offer a more targeted approach when it comes to solving common hair issues such as sensitive scalp, dandruff and dry hair. All of the aforementioned areas of growth are likely opportunities for further penetration of premium brands.

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