Executive Summary

Jun 2019
PROSPECTS
Hair care continues to struggle but improving economy points to better future

Hair care is a relatively mature category and with the competitive landscape being fragmented prices continued to be put under pressure in 2018 with discounting and promotions used to drive sales. Nevertheless, most categories saw an improvement compared to the current value growth seen over the review period.

Colour a big trend in hair care

Colour was a key theme for hair care in Finland in 2018 with bright colourants proving popular, while the range of colour shampoos has also been expanded to include more unusual colours such as pink. This trend was reflected in the dynamic growth of L'Oréal Colorista which was only launched in 2017.

Consumers turning to salon professional hair care

Despite another disappointing year, one of the better performing categories in 2018 was salon professional hair care. This was partly driven by the country’s improving economy, but it was also due to growing awareness of the benefits of using these products.

COMPETITIVE LANDSCAPE
L'Oréal successfully expands its range to meet with current trends

In an otherwise fragmented category L'Oréal Finland Oy retained a healthy lead in hair care in 2018. The company offers a large portfolio of products which benefit from widespread distribution, while it also added L'Oréal Colorista, L'Oréal Botanicals and Matrix Biolage RAW to its range in 2017.

Natural, eco-friendly and vegan products prove popular

Many of the top performing hair care brands in 2018 had one thing in common which was a more ethical positioning, either through the use of natural, sustainably sourced ingredients, being vegan/cruelty-free, eco-friendly, or a combination of these. Alongside the aforementioned Matrix Biolage RAW and L'Oréal Botanicals, Swedish brand Maria Nila saw dynamic growth with its range of vegan and cruelty-free shampoos while Avon Naturals successfully expanded its range.

Private label loses share

One fallout from the growing demand for better quality and natural hair care was a further decline in the share of private label. Having seen an improvement during the economic downturn as things have improved so consumers have started to turn their attention to higher quality shampoos and styling agents.

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Hair Care in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Finland?
  • What are the major brands in Finland?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in Finland - Category analysis

HEADLINES

PROSPECTS

Hair care continues to struggle but improving economy points to better future
Colour a big trend in hair care
Consumers turning to salon professional hair care

COMPETITIVE LANDSCAPE

L'Oréal successfully expands its range to meet with current trends
Natural, eco-friendly and vegan products prove popular
Private label loses share

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Finland - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care benefits from improving economy
Finnish consumers taking a more holistic approach to beauty and personal care
L’Oréal retains lead but faces growing competition
Companies focusing on natural products
Recovering economy points to bright future for beauty and personal care in Finland

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources