Hair Care in Denmark

PRE-COVID-19 PERFORMANCE

Salon professional hair care continues to drive growth in 2019

Despite declines in several product areas, including a decline in the large area of shampoo, value sales of hair care recorded marked growth in 2019, in large part a result of the strong growth of salon professional hair care. With rising disposable incomes, consumers continued to seek out high-quality, premium hair care products, and in turn, demand for salon professional hair care has grown.

Hair care certification becoming the rule rather than the exception

The number of hair care products with certification labels, such as the Nordic Swan and the Blue Wreath of the Asthma and Allergy Association, continues to increase, driven by the growing health and wellness trend and media’s ongoing focus on reporting on chemicals, allergens and other harmful substances contained in many hair care products. Indeed, the number of hair care products considered natural, safe and free from unhealthy ingredients continued to increase in 2019, and the efforts of manufacturers to formulate their hair care products to correspond to consumer’ health and wellness demands have subsequently been confirmed by numerous health and safety certifications, labels that manufacturers are not shy about promoting in marketing campaigns and on product packaging.

L'Oréal Danmark continues to increase its commanding value share in hair care in 2019

With its popular brands L'Oréal Professionnel, El'Vital, L'Oréal Studio Line and Garnier Fructis, L'Oréal Danmark increased its value share in 2019 and kept a strong hold on its commanding lead in hair care in Denmark, a position it has held handily throughout the review period. Second-ranked Henkel Danmark maintained its value share in 2019, based on the strong performance of Denmark’s top-ranked brand Schwarzkopf Poly.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to decline by 9% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

As a result of the COVID-19 lockdown and the subsequent rise in economic uncertainty, all product areas across hair care are expected to see significant declines in value sales at constant 2019 prices in 2020. Many home-bound consumers have relaxed their hair care regimens.

Recovery and opportunities

As consumers return to their workplaces and social venues after staying home during the worst months of the pandemic in 2020, most areas of hair care will begin to see returning retail volume and value sales growth in 2021. But the rates of sales recovery and eventual normalisation over the forecast period will vary.

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