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Hair Care in Asia Pacific

June 2021

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.

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Key Findings

Steady growth seen over the historic 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.

Hair care sales hit by COVID-19 in 2020

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.

Consumers looking for natural/herbal ingredients

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.

Return to healthy growth rates in the forecast period

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.





Key findings

Regional Overview

Asia Pacific remains the biggest region for hair care sales
Asia Pacific will immediately return to positive growth from 2021
Indonesia recording strong growth in recent years
Standard shampoos see strong growth in Indonesia in 2015-2020
Shampoos remain the key products in Asia Pacific hair care
Discounting behind much of the value losses in 2020
While store-based retailing still dominates hair care sales…
…e-commerce becomes the biggest distribution channel

Leading Companies and Brands

Indonesian hair care becoming more fragmented
Kao looking to new product developments to help try and turn the tide
China and Japan the main revenue generators for the top 10
Adolph reaches the top five in the rankings in 2020

Forecast Projections

Indonesia and India to add a lot of new hair care sales in 2020-2025…
…but China will generate the most new forecast period value
Increasing GDP per capita an important growth factor

Country Snapshots

China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Pakistan: Market Context
Pakistan: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape


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