2018 was a strong year for hair care, which saw much faster current value growth compared with the previous year. Population growth and brand exclusivity drove up volume sales and unit prices.
Nowadays, people tend to wash their hair more than ever before. Even though it is claimed that washing hair daily can be negative for hair health, many individuals do so anyway.
Also following the liquid-free trend are dry shampoos. These products, packaged in metal aerosol cans, can be applied directly to the hair, tackling problems straight away.
Henkel and L'Oréal Deutschland continued to lead hair care in 2018, although they both saw slight declines in their value shares. These two players completely dominate colourants.
Prior to 2018, the price competition between dm and Rossmann became particularly intense in personal care. However, 2018 marked a turning point for hair care and drugstores’ approach to exclusivity.
More than ever, consumers are searching for something that distinguishes them from others; this is mostly amongst the younger generation. Social media boosted this need for self-differentiation, and smaller brands benefited.
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This industry report originates from Passport, our Beauty and Personal Care market research database.