Hair care posted its second highest growth of the review period in 2021 in current value terms as hair salons were closed and restrictions made it difficult to access hair treatments. With a new wave of COVID-19 infections early in the year and the closure of department stores and shopping malls, more Danes worked and spent more time at home in 2021.
Salon professional hair care saw strong current retail value and volume growth in 2021, continuing the trend seen in 2020. As salons closed in the first part of 2021 due to a new wave of COVID-19 many consumers turned to salon professional products to do their own hair care at home seeking higher quality products to replicate the salon experience.
With its popular brands L'Oréal Professionnel, El'Vital, L'Oréal Studio Line and Garnier Fructis, L'Oréal Danmark kept a strong hold on its commanding lead in hair care in 2021, a position it has held handily throughout the review period. Second-ranked Henkel Danmark has a significant lead on Wella Danmark in third position.
In 2022, hair care is set to return to slower growth rates in volume and value terms as consumers return to hair salons and reduce home treatments. The financial impact of COVID-19 has been minor in Denmark with consumers quickly returning to salons after re-opening.
E-commerce is already a significant retail distribution channel for hair care products, almost rivalling health and beauty specialists in value share terms. The growth of e-commerce is expected to prevail over the forecast period albeit at lower growth rates than was seen during the pandemic as life returns to greater normality and many consumers return to in-store shopping.
Over the forecast period, consumers are likely to continue showing growing interest and driving increased demand for natural and organic 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.
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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.
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 Denmark, 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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