Hair care is projected to experience solid but slow growth in current value terms over the forecast period, reflecting the category’s high level of maturity. Potential growth will also be limited by the category’s reliance on promotions, as mass players compete for brand share by using discounts to appeal to value-conscious consumers.
In line with the demand for budget-friendly hair care products, drugstores/parapharmacies, hypermarkets and supermarkets will remain the leading distribution channels in hair care in value terms. Consumers continue to rely on these channels due to their convenient locations, frequent price promotions and selections of popular brands.
During the review period, some hair care categories recorded strong value gains, driven by consumer fashion trends in the case of colourants and styling agents, and by ongoing demand for convenience for 2-in-1 products. Temporary colours trended strongly, with products such as L’Oréal’s Colorista line, launched in 2017, providing women with the opportunity to express their personality and experiment with different looks without committing to a particular hair colour for a lengthy period.
L'Oréal Canada was the leading player in hair care in value terms in 2018. The company’s lead can be attributed to its strong presence across categories such as standard shampoos, colourants, conditioners and treatments and salon professional hair care.
In 2018, products from Unilever Canada’s first brand launch in 20 years, Love Beauty and Planet, appeared in Canadian retailers. The vegan-friendly Love Beauty and Planet brand features sustainable, ethically-sourced ingredients and recyclable packaging.
Although e-commerce has grown significantly in Canada, it is not yet a significant channel in hair care. Although niche and premium brands have benefited from increased availability through internet retailing, growth has been hampered by the mass availability of hair care products through traditional sales channels, including drugstores, supermarkets and hypermarkets.
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This industry report originates from Passport, our Beauty and Personal Care market research database.