Continued investment in innovation and new product developments over the forecast period is expected to have a positive impact on retail value sales growth. Unit prices are expected to continue to fall back due to promotions on products such as 3-for-2 to encourage consumers to buy a range of products and this is particularly the case for shampoos and conditioners.
With many British brands and retailers operating within the hair care category in Ireland, Brexit remains a significant challenge to the category in the immediate future. Given the strong links that Ireland has to the UK in terms of trade, and the border between Ireland and Northern Ireland, this situation is expected to impact fmcg products such as hair care, particularly those products that will enter Ireland via the UK, and could impact leading players such as L’Oréal and Procter & Gamble.
There is expected to be growing interest in ethical consumerism over the forecast period. Our carbon footprint and the ways in which consumers are impacting global warming was a hot topic in 2018, particularly the discussion of plastics and palm oil.
L’Oréal (UK) was the leading player in the category in 2018. The company’s core brand offering Elvive and Garnier Ultimate Blends continued to be popular amongst consumers of mass-market hair care.
The increased interest in male grooming has meant strong potential for new innovation within the hair care category. One of the biggest innovations in 2018 came in men’s hair care with the introduction of Just for Men Control GX from Combe International.
There continued to be new product launches within hair care in 2018, and even incumbent brands are required to innovate within the hair care category to remain relevant. One of the most iconic brands within hair care is Head & Shoulders, which is owned by Procter & Gamble (Mfg) Ireland.
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This industry report originates from Passport, our Beauty and Personal Care market research database.