The Asia Pacific hair care sales performance worsened in 2020, dipping slightly into negative territory, but was still better than other BPC categories, such as colour cosmetics or fragrances. While Coronavirus (COVID-19) hit styling agents particularly hard, and many other hair care areas performed worse in 2020, standard shampoos, the biggest product area, continued to record positive growth. Hair care as a whole is expected to record healthy annual growth rates over the forecast period.
In spite of there being an element of maturity in certain categories, eg standard shampoos, hair care was still posting positive growth rates over the historic period. With interest in personal grooming rising along with purchasing power, Chinese consumers have been increasingly inclined towards function-specific hair care products, using more than just shampoo in their hair care routines.
However, the presence of the pandemic in the region in 2020 saw most countries record a worse performance in this year. The measures taken to control the spread of the COVID-19 virus like non-essential store closures, lockdowns and working from home negatively affected hair care sales. With many people not going to work and social occasions put on hold, styling agents was one of the worst-hit categories. Colourants maintained a positive growth rate, however, with more people carrying out at-home colouring due to the closure of salons. On the other hand, salon professional hair care sales were hit by the closure of salons.
There has been increasing consumer preference for products formulated with natural ingredients in many countries in the region. With media reports linking sulphates and parabens to frizzy hair, flaky scalps and split ends, this is encouraging consumers to avoid products containing these ingredients, opting instead for natural or herbal ingredients in their place.
All the major countries in Asia Pacific will be recording positive growth rates over the forecast period. Even Japan, which was seeing disappointing performances in 2015-2020 even before COVID-19 hit the region, will record positive growth in 2020-2025. China will be driving overall growth, but Indonesia and India will also be adding a lot of new sales in the forecast period.
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