The “curly girl” look was the strongest trend within hair fashion in 2019. The look entails creating a natural curly look and avoids the use of strong shampoos, heat and fragrances, as well as sulphates and alcohol.
Ongoing promotional campaigns and discounting led to low price increases and intense price competition in 2019. Consumers are becoming more used to regular discounts and expect to find these throughout the year, making it difficult for producers to maintain normal pricing.
In an otherwise fragmented category, L'Oréal Finland, extended its healthy lead in hair care in 2019. 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 towards the end of the review period.
Sales of hair care are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of Coronavirus (COVID-19). This compares to a marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Perms and relaxants recorded the steepest constant 2019 value decline in 2019 as hair fashions trended towards more natural looks, with the “curly girl” method witnessing dynamic popularity in Finland. The category will likely register yet steeper declines in 2020, although this is more to do with these fashion trends, rather than any direct influence from the COVID-19 outbreak.
Hair care is expected to witness a minor spike in constant 2019 sales in 2021, followed by a return to its pre-COVID-19 trajectories of declines over the remainder of the forecast period. The short-term growth is almost certainly likely to be due to consumers restocking on their favourite hair care products in 2021, including salon professional hair care and styling agents, but most of all in real value terms, conditioners and treatments and shampoos.
Understand the latest market trends and future growth opportunities for the Hair Care industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
If you're in the Hair Care industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Hair Care research and analysis database.