Major limitations to distribution brought about from the response to COVID-19 caused salon professional hair care brands to penetrate the e-commerce channel in 2020, following hair salon closures. Many people remain worried about visiting hair salons as they have been regarded as among the riskiest places for virus spreading.
Indonesia is a predominantly Muslim country, with the large number of Muslim women and increasing popularity of wearing hijabs encouraging many brands to target this consumer group at the end of the review period. Daily usage of hijabs can lead to hair and scalp problems, such as greasy hair and dandruff, particularly in Indonesia’s hot and humid climate, but a growing number of women are keen to adopt more modest fashions.
Procter & Gamble’s Pantene maintained its position as the leading brand in hair care in value terms in 2020. The brand’s long-standing presence and well-established image supports sales, while its products are available in a wide range of distribution channels and offer a choice of pack sizes at prices affordable to all consumers.
The styling agents category is expected to easily recover from its slump in 2021 and post accelerated volume sales growth over most of the forecast period thanks to the continual rise of the men’s market. The trend for styling agents among males has been boosted by the increasing number of men who have bought skin care products during the pandemic, which indicates their strengthening interest in maintaining their appearance.
Along with the increasing trend towards metrosexual lifestyles, men became an increasingly significant consumer group for hair care towards the end of the review period, with men’s styling agents in particular attracting a growing number. Given its strong image as a men’s brand, Mandom’s Gatsby leads an increasingly competitive styling agents category.
E-commerce is expected to prove an increasingly significant distribution channel for hair care in Indonesia. With many consumers becoming used to shopping online during the lockdown, this channel is enabling niche natural brands to easily reach out to consumers.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Indonesia 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 Indonesia, 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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