After posting declines in total volume and current value sales in 2020, hair care showed a return to growth in both respects in 2021. Demand in most categories rebounded thanks to the easing of the pandemic, with Croatians resuming their regular hair washing, treatment and styling habits as they went back to the office and started socialising more frequently.
Having been hardest hit by the initial fallout of COVID-19 in 2020, salon professional hair care was the most dynamic performer in volume and current value terms in 2021. Given that these products are mainly or exclusively sold via hair salons, the category experienced a rapid turnaround as the rollout of vaccines and easing of public health restrictions enabled such establishments to reopen and made consumers less wary of visiting them.
Recent studies have found that up to 25% of people suffer hair loss as a result of becoming infected with COVID-19, in some cases for several months after the acute symptoms of the virus have disappeared. Together with population ageing and rising image-consciousness in Croatia, this phenomenon helped to buoy demand for hair loss treatments in 2021.
While hair care should see total volume sales increase over the forecast period, growth is projected to be very modest and slow towards 2026. This is mainly due to increasing maturity and population decline in Croatia, though the return of consumers to hair salons, more cautious attitudes to spending and the likelihood that regularly working from home will become the norm for many employees going forward will also constrain overall demand in the short-to-medium term.
Following solid gains over 2020-2021, the value share held by e-commerce in hair care should continue to rise during the forecast period. Due to the fallout of the pandemic, many Croatians have recently developed a greater appreciation for the convenience, extensive array of choices and potential for lower prices online shopping affords, while store-based retailers and hair care manufacturers have been compelled to step up investment in digital sales and marketing strategies.
Over the forecast period, it is expected rising health awareness among Croatians will continue to boost demand for hair care products that are primarily made from natural ingredients and contain fewer or no potentially harmful chemicals, including organic and vegan variants. Migration to products that meet these criteria will be further fuelled by growing concerns about sustainability, which will also make many consumers inclined to favour brands that have more eco-friendly packaging solutions and commit to greener sourcing and production practices.
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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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