Hair care returns to growth in 2021 following a marked decline the previous year, although all categories fail to reach their pre-COVID-19 sales levels. Growth is driven by the resumption of hectic lifestyles and greater social contact following the pandemic, which has encouraged consumers to pay greater attention to their appearance.
Hair care is becoming the new skin care in Bosnia and Herzegovina, with consumers increasingly focusing on having a healthy scalp in order to have healthy hair. The scalp reportedly "takes care" of about 100,000 hair follicles and ages and up to six times faster than the skin of the face and body because it is directly exposed to external influences.
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 is the fifth-largest player in hair care in 2021 by retail value share.
Thanks to the strong performance of salon professional hair, hair loss treatments and conditioners and treatments, as well as a stable performance for standard shampoos and styling agents which are very strong hair care ranges in Bosnia and Herzegovina, hair care is set to record accelerated growth over the forecast period relative to the review period. Growth will be attributable to the return to busy lifestyles and revival of social activity in the country following the pandemic.
Following the significant decline during the COVID-19 pandemic, standard shampoos is set to improve its performance over the forecast period as consumer demand will be fully restored to pre-COVID-19 levels as early as 2022. Medicated shampoos, meanwhile, is expected to record slowed growth over the forecast period as the category witnesses increased competition from standard shampoos which increasingly come with new improved formulas which to most consumers are sufficient for their daily hair needs without having to invest in more expensive medicated shampoos.
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 2021, 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.
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This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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