The COVID-19 pandemic and ensuing lockdown will have a negative impact on hair care in 2020 overall. The main reason for this is due to consumers spending more time at home, with this encouraging many to take a more relaxed approach to hair care regimes.
Salons closed for part of the lockdown, contributing to a decline in salon professional hair care, with retailers offering these products and also seeking to shift stock via e-commerce through heavy discounting. Salon professional hair care is thus set to see the sharpest value decline across hair care in 2020 overall.
Unilever Andina will continue to lead hair care in 2020. The company benefits from a widespread distribution network and an extensive portfolio of products that are affordable to consumers across all socioeconomic groups.
Hair care is expected to recover from as soon as 2021 as the product area is commonly seen as an essential part of consumers’ hygiene routines and this will benefit sales over the forecast period. Consumers returning to work and beginning to socialise away-from-home once more, will have a renewed focus on the health and appearance of their hair.
Over the forecast period, many consumers will remain highly price-sensitive for some years to come. Consequently, affordable mass brands that can offer hair care with a healthy positioning are expected to see the best performance, particularly if they are able to drive sales growth via price promotions.
At the beginning of the forecast period, consumption of shampoo will increase in line with the COVID-19 pandemic coming to a gradual close. As employees return to work and students to school, demand will rise as consumers return to their pre pandemic hair regimes, which includes washing their hair more frequently.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Bolivia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hair Care research and analysis database.
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