Given the high inflation in Argentina and consumers’ diminishing disposable income, volume sales of hair care products continued to decrease in 2021. Within low-income households, hair care products are considered non-essential, with money better spent on food and beverage.
Despite the complex economic situation in the country, salon professional hair care registered a strong volume increase in 2021, largely driven by e-commerce channel. Purchasing salon professional products had become much more common during the lockdown in the first year of the pandemic as affluent consumers, unable to go to hair salons or beauty spas, chose to treat themselves within the home instead.
Hair care in Argentina is a hotly contested category dominated by multinationals. However, it saw some notable changes in the competitive landscape in 2021.
Whilst the economic impact of COVID-19 is set to further undermine consumer purchasing power in the early part of the forecast period, this may support retail sales of colourants after the reopening of hair salons. This is because budget-conscious consumers will look to save money through maintaining the DIY hair routines their established during the lockdown.
The national programme Precios Cuidados will continue playing an important role in hair care over the forecast period as low purchasing power will remain a major problem for many consumers. Cheap hair care options and products included in the Precios Cuidados initiative are expected to see a boost in volume demand, at least in the short term.
Despite the challenging economic environment, it is anticipated that interest in natural hair care products will grow over the forecast period. This is in line with the general health and wellness trend that has risen amongst affluent consumers during the pandemic.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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