Overall, hair care suffered a much less severe decline in retail current value sales than many other categories in beauty and personal care in 2020. The category did, however, record a substantial decline in retail current value sales, with most categories recording a decline in retail volume sales, and prices declining across a number of product areas.
Hair care observed the continuation of the skinification trend in 2020 as consumers focused on products associated with self-care and wellbeing whilst in home seclusion. This trend prompted many consumers to invest in more sophisticated hair care products, such as those with added skin care features in 2020.
Shampoo and conditioner brands from Japan – such as Moist Diane and Tsubaki – have become increasingly popular in Hong Kong in recent years, as local consumers often consider products of Japanese origin to be of superior quality and provide better results. At the end of the review period, a number of leading global brands – including Pantene, Dove and Lux – sought to capitalise on this perception by replacing local versions of their products with Japanese editions.
Despite the disruption in hair care as a result of the COVID-19 pandemic in 2020, hair care has a positive outlook for the forecast period. As the threat of COVID-19 subsides, and the flow of tourists into the country picks up, retail current value sales in hair care are expected to pick up again and are projected to demonstrate robust growth throughout the forecast period.
Over the forecast period, consumer demand is expected to shift towards hair care products made using more natural and “safe” ingredients. Hair care products containing various oils and botanical ingredients with functional properties will continued to gain popularity in Hong Kong in the forecast period.
During the COVID-19 pandemic, there was a surge in demand for products through e-commerce channels in Hong Kong as consumers remained in home seclusion and sought to avoid contact with other consumers and staff in retail outlets. This led to an increase in the e-commerce offerings available to Hong Kong consumers in hair care, accelerating the growth of e-commerce in the region.
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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 report originates from Passport, our Hair Care research and analysis database.
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