Hair care is not a category that is reliant on tourist consumption, and hence saw quicker recovery compared with many others in beauty and personal care. As a daily hygiene necessity, hair care climbed back to the pre-pandemic level of value sales in 2021.
After COVID-19, people were more concerned about their overall health and wellbeing. With the prolonged impact of the virus, consumers became more sophisticated in caring for their own bodies and looked for different areas to care for, such as the scalp.
With increasing fragmentation in hair care, brands aim to localise in order to appeal to local customers to differentiate and capture their spending power. One way in which brands look to localise their brand image is through endorsements by local celebrities.
With the skinification of the category, consumer demand for hair care is expected to be increasingly sophisticated. It is likely that consumers will search for hair care products from skin care brands in the hope of having a complete routine for the entire body from the same brand, treating all body parts as they would treat their face and ensuring they have a consistent beauty routine.
Similar to bar soap, shampoo bars are considered a more sustainable option compared with bottled shampoos, but this remains a niche in Hong Kong. Soap bars in general have a historical negative perception, correlating to being cheap and low quality, as they are often used in households that cannot afford bottled cleansers.
Local consumers trust the quality of Japanese products and are more receptive to Japanese brands or products with Japanese equity. As Japanese drugstores player Matsumoto Kiyoshi plans to open at least four stores in Hong Kong in 2022, it can be expected that there will be an influx of Japanese mass hair care products available in the market, ranging from shampoos to conditioners and treatments.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Hair Care industry in Hong Kong, China 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 Hong Kong, China, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!