Overall, hair care posted a stagnant performance in current value terms in 2020, while retail volume sales experienced slight growth. Salon professional hair care saw a decline in current value and retail volume sales in 2020 as hair salons were forced to close for a short period of time during the initial lockdown.
As hair salons were required to close for a period of time in 2020, this presented opportunities for certain hair care products to grow. For instance, a segment of consumers chose to do their own hair treatments at home in 2020, and this resulted in solid growth in some categories such as colourants.
E-commerce saw very strong growth in 2020 due to COVID-19. Several factors helped fuel the growth in online shopping including the closure of salons, department stores and shopping centres for a period of time.
In 2021, hair care is set to return to stronger rates of current value growth, which are expected to strengthen over the forecast period. Salon professional hair care is expected to recover fast, returning to its pre-pandemic current value sales level already in 2021.
Over the forecast period, consumers are likely to continue showing growing interest and driving increased demand for natural, safe and free from hair care products. Recently, Danish consumers have shown a growing focus on the quality and safety of the products they use in their daily lives.
In terms of channels, e-commerce is expected to continue growing in 2021 and for the remainder of the forecast period. While growth rates will be much smaller than in 2020, it is expected that a large enough segment of consumers will maintain their new-found online shopping habits to sustain continued growth.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hair Care research and analysis database.
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