In 2020, hair care in Ireland was defined by home seclusion and salon closures, with overall growth remaining flat and mostly unchanged from 2019 growth. Hair care volume grew ahead of value in 2020, indicating a trade down effect as consumers looked for more affordable solutions in light of economic uncertainty.
COVID-19 has also accelerated demand for sustainable products and initiatives with Irish consumers, with many hair care brands responding to this through eco-friendly launches. This includes Garnier’s zero plastic waste shampoo bar which was launched in November 2020, as well as Procter & Gamble launching refill products for its Head and Shoulders, Herbal Essences and Aussie brands in March 2021.
The top three ranked hair care players L'Oréal Groupe, Procter & Gamble Co and Unilever Group remained unchanged in 2020. The fourth ranked player in 2020, Coty Inc, dropped to seventh rank in hair care in 2020, following the divestment of Wella AG in December 2020.
Salon professional hair care and styling agents are unlikely to recover from the 2020 impact of COVID-19 until 2023. Salon professional hair care looks likely to remain negatively impacted by the economic fallout of the pandemic, while styling agents will continue to suffer as working from home becomes the norm, even post pandemic, with major employers such as Google and Bank of Ireland announcing these schemes.
E-commerce sees strong growth in 2020, facilitated by COVID-19 restrictions and store closures. The channel, which expects considerable growth into the forecast period, gives opportunity to niche digitally-native brands, through seamless shopping solutions, as well as to salon professional brands which are increasing penetration through online retailers.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Ireland 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.
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This report originates from Passport, our Hair Care research and analysis database.
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