Sales of hair care returned to positive growth in 2021, although in constant terms spending levels did not return to pre-pandemic levels. The quick recovery reflects the essential nature of these products for many people.
In terms of product development and innovation, the category is in comparatively good health. The increasing convergence between health and beauty continues to stimulate interest in hair care, with innovation increasingly focusing on healthy hair and healthy scalp.
Sales of perms and relaxants is plummeting worldwide and this is also the case in Bulgaria. Perms sales, which occupy greater value share compared to relaxants, continued to decline in 2021 due to changing consumer preferences, especially younger generations.
Sales of hair care are set to return to pre-pandemic levels of spending in constant terms by 2022. The relaxation of measures on social distancing and the reopening of the economy will be the main drivers of this, with a return to normal grooming habits increasing use.
E-commerce is set to become an increasingly important sales driver of hair care over the forecast period, both in terms of marketing and product access. Restrictions on retail as well as social distancing shunted many consumers online during the pandemic, and hair care sales via e-commerce lifted as a result.
Internet and digital analytics offer substantial opportunity for hair care brand owners and retailers to optimise their portfolios and target consumers more effectively. Consumer engagement with social media has rocketed in Bulgaria as a result on restrictions on movement and socialising, with many consumers effectively conducting their whole social life online during the pandemic.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Bulgaria 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 Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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