Hair care saw small declines in 2020, due to social restrictions caused by COVID-19 resulting in a lower number of grooming occasions. However, colourants actually benefitted from the event of the pandemic, due to the closure of hair salons and thus a higher number of consumers colouring their hair at home.
On the other hand, styling agents saw the steepest declines as it followed its downwards trend. This is for a number of reasons, historically because such products have increasingly been seen as old-fashioned since the late 2000s.
L'Oréal Belgilux SA maintained its strong lead in hair care in 2020, thanks to its established brand image and ongoing marketing activities such as offering online hair colouring tutorials. The player’s Elsève and Garnier Ultra Doux brands also top the brand list, with its portfolio also including various products under the Garnier, L’Oréal and Elnett brands, among others.
Similar to the projection for depilatories, hair care will also see a double-edged sword over the forecast period. This will be particularly notable in hair colourants and treatments.
The “home spa” and self-care trends are expected to continue across the forecast period and beyond. Consumers have become used to pampering themselves at home during the closure of beauty salons and associated social restrictions and, whilst a return to the salons is expected, many people will continue to pamper themselves at home due to reasons of either price-sensitivity or ongoing caution about public spaces.
In contrast to the higher levels of personal hygiene seen as a result of the COVID-19 pandemic, many consumers have actually been washing their hair less frequently due to spending more time at home and living less active lifestyles. This trend is expected to somewhat limit growth in shampoo, especially as there is also an emerging trend for washing hair with water alone, or only using very small amounts of shampoo.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Hair Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Hair Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page