Demand for hair care in Georgia declined in 2020 in response to COVID-19 in the country. During lockdown consumers spent a greater amount of time in the home environment, encouraging many consumers to be more relaxed in their approach to hair care regimes.
The COVID-19 pandemic reversed the strong growth of salon professional hair care in Georgia. In 2020, hair salons were required to close for two months in the country.
In 2020, average unit prices of hair care experienced substantial growth in current value terms due to the devalued local currency. As a result, this moderated the current value decline, while in retail volume terms the decline was worse.
Hair care is set to return to positive current value and retail volume growth in 2021. However, the economic fallout of the pandemic will continue affecting consumption behaviour in the forecast period.
As consumers return to the workplace and socialising, this will necessitate stricter personal hygiene and hair care routines, supporting the growth of hair care in the forecast period. In fact, smaller categories such as styling agents and salon professional hair care are set to experience a surge in demand in 2021 following strong declines in 2020 during the lockdown, as consumers return to work, socialising and hair salons respectively, driving a rapid recovery before normalisation in terms of purchasing behaviour for the remainder of the forecast period.
The growing competition between modern grocery retailers and chemists/pharmacies will shake up the distributional landscape of hair care in Georgia. While health and beauty specialist retailers represent the strongest distribution of hair care in Georgia, modern grocery retailers such as supermarkets are continuously gradually gain value share.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Georgia 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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