Hair care was amongst the beauty and personal care categories to suffer a marked decline in value sales as a result of consumers’ more relaxed attitude to personal grooming during the COVID-19 crisis. With the lack of social contact resulting from restrictions on movement, the closure of businesses in areas such as consumer foodservice, remote working and distance learning, as well as concerns about exposure to the SARS-CoV-2 virus in public settings, consumers paid less attention to maintaining their appearance.
Hair care witnessed a number of new product launches during 2020. Ilirija dd introduced its Subrina Recept After Sport shampoo, Subrina Colour Refresh hair mask, and Subrina Clean & Moisture shampoo & conditioner.
While major multinationals dominate hair care sales in Bosnia and Herzegovina, domestic and regional companies have established a stronger presence than in other beauty and personal care categories. These include Ilirija, which was the fifth-largest player in hair care in 2020 by retail value share.
Having experienced significant decline in 2020, hair care is expected to return to growth in 2021 and exceed pre-COVID-19 sales in the following year. The return to more hectic lifestyles and greater social contact as the immediate threat from COVID-19 diminishes will encourage consumers to pay greater attention to their appearance and wash and style their hair more frequently.
Innovation will remain a key tool in the leading hair care companies’ efforts to gain the attention of consumers and build brand loyalty during the forecast period. The micellar trend in shampoo is just emerging in the region and is set to play an even more important role over 2020-2025.
The COVID-19 crisis encouraged many hair care players to adjust their strategies and place a greater focus on the development of their online capabilities in terms of both marketing and retailing. E-commerce witnessed significant expansion across many product categories in 2020, as store-based retailing suffered from the closure of non-essential outlets and restrictions on the operations of those deemed essential, as well as consumers’ concerns about viral transmission through social contact.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Bosnia and Herzegovina 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.
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This report originates from Passport, our Hair Care research and analysis database.
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