Hair care recorded impressive retail volume and current value growth rates in 2021, driven by standard shampoos and conditioners and treatments. There was also a notable migration towards premium brands during the year.
Modern grocery retailers, led by supermarkets and hypermarkets, remained the main distribution channel for hair care in 2021, followed by health and beauty specialist retailers. In 2020 in particular, modern grocery retailers was able to absorb a significant share of consumers migrating from other channels that could not operate normally, and while there was some loss of share to e-commerce in 2021, the channel’s overall contribution to sales remained significant.
L'Oréal, Unilever and Procter & Gamble dominated value sales of hair care in 2021, due to their solid financial structures and national distribution networks in addition to their powerful e-commerce platforms, allowing them to consolidate their positions in the category. Unilever and Procter & Gamble, which changed positions in the rankings in 2021, both achieved significant growth supported by their extensive networks in the modern channel, highlighting their ability to place their products on the shelves of Chilean supermarkets and hypermarkets.
With the rise of e-commerce, new opportunities are being created for the promotion and retail of hair care. The rapid growth of this distribution channel is presented as an opportunity for the massification of these products that now, as in the case of colourants, are beginning to become part of a routine at home that is likely to remain relevant for many consumers moving forward.
The application of various hair care treatments at home has created an important business opportunity in Chile. In addition, online purchases have rocketed since the COVID-19 outbreak and are expected to continue over the forecast period as lifestyle trends and internet adoption increases in the country.
In a mature category such as hair care, products that show innovation and differentiation will have a comparative advantage. The Chilean consumer is increasingly informed and educated about these products, demanding from players quality ingredients, and sustainable options that are friendly to the environment.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Chile 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 Chile, 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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