Hair care sales continued to decline in Latin America in 2020, but not at a much faster rate than a year earlier. While products like salon professional hair care and styling agents experienced a major drop in sales due to Coronavirus (COVID-19), shampoos maintained their year-earlier performance and conditioners and treatments even grew. Hair care will record positive growth from 2021, with sales returning to pre-pandemic levels as soon as 2022.
While many countries in the region were recording positive growth in the years prior to 2020, sales of hair care in Brazil and Argentina were in decline for much of the historic period. Brazilian consumers’ disposable incomes had still not fully recovered from the 2015-2016 economic crisis, while Argentina was suffering at the hands of a prolonged recession.
The presence of the pandemic in the region had a major effect on hair care sales in 2020, with most countries, and the region as a whole, recording worse performances in this year. However, with Brazil actually managing to record positive growth in 2020, with consumers buoyed by government support, this offset much of the losses seen elsewhere. In the individual categories, salon professional hair care sales were hit by the closure of salons during lockdowns, while styling agents suffered from home seclusion and the loss of social occasions.
Consumers are increasingly looking for natural ingredients as well as formulations that are free from substances considered harmful, such as parabens, sulphates and silicones. Consumers are also becoming more concerned about their hair and scalp health and are more frequently looking for products to address specific concerns, such as moisturising, damage repair, hair regrowth/hair loss prevention or scalp treatments.
The post-pandemic period is expected to see positive annual growth rates being recorded by hair care in Latin America. With salons reopening and a resumption of social occasions, this will see a recovery in sales of salon professional hair care and styling agents. Shampoos and conditioners and treatments, as the biggest categories, will be the major growth drivers over 2020-2025.
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