Hair care was negatively affected by the COVID-19 pandemic and recorded a modest 3% current value growth rate in 2020. Volume sales varied from flat to negative, while the positive current value growth in 2020 was mostly driven by increasing prices.
Restrictions on movement and store closures limited consumers’ choice of hair products to mass market brands displayed in grocery retailers, thus encouraging the shift in consumer preferences and further reducing brand loyalty. During the lockdown, and even after the restrictions were lifted, consumers continued to look for better deals and more affordable alternatives.
Procter & Gamble became the leading player in hair care in 2020 by gaining an additional percentage point in sales share, thus overtaking its close competitor L'Oréal Kazakhstan. Procter & Gamble’s leading shampoo brand, Head & Shoulders, also remained the top shampoo brand in Kazakhstan in 2020, as it is very popular among local consumers for its antidandruff function, often combined with conditioner in 2-in-1 products as well as being available in family size packs.
Hair care sales are expected to see strong growth in 2021. Sales of basic products, such as standard shampoos and 2-in-1 products, which were less affected in 2020 than premium, non-essential products, are expected to continue to grow at relatively stronger rates in 2021, and then maintain positive, albeit slightly more moderate, growth rates throughout the remainder of the forecast period.
In the forecast period price will continue to remain a key factor in purchasing decisions. The COVID-19 pandemic and the related economic uncertainty it caused will continue to disrupt consumers’ preferences and shake their loyalty to some premium and professional hair care brands, forcing them to prefer more affordable mass market alternatives.
E-commerce is not expected to become a major distribution channel for hair care products as consumers will continue to prefer in-store shopping for necessities over the forecast period. Nevertheless, COVID-19-related lockdown pushed more hair care brands to display their products at online shops and strengthen their positioning on official websites and social media.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Kazakhstan 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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