In 2021, as COVID-19 related restrictions were gradually relaxed, local consumers gradually returned to working and socialising outside of the home environment, which drove up stronger growth rates for hair care. While colourants portrayed positive growth in 2021, this growth rate was lower compared to other product areas.
An increasing number of Malaysians have shown a greater interest in hair care which is focused on natural ingredients, products that offer detoxification and purifying properties, and a lack of chemicals such as parabens or silicone due to rising health and wellness trends in the country towards the end of the review period. A number of brands therefore continued to launch products along these lines in an attempt to add greater specific value to the category such as Herbal Essences Clarifying Refresh Drama Clean Shampoo with Tea Tree Essences, and Herbal Essences 0% Sulfate bio:renew Potent Aloe + Eucalyptus Shampoo, while Hair Recipe is a collaboration between Procter & Gamble and Japanese nutritionists using “NutriBlend Technology” whereby natural extracts are combined with an advanced formulation, whilst being free from parabens, and mineral oils.
Hair care remained a fairly consolidated competitive landscape in Malaysia in 2021, dominated by multinationals Unilever, Procter & Gamble and L'Oréal. Many local consumers trust the quality associated with global brands, which also benefit from strong marketing activities.
Hair care is set to post solid growth in both retail volume and current value terms over the forecast period. Value growth will largely be driven by the growing demand for higher quality products made from natural ingredients which offer greater specific value, resulting in higher value growth (at constant 2021 prices) compared to the review period.
Conditioners and treatments is predicted to be one of the strongest performers over the course of the forecast period as consumers look to invest more strongly in the condition and health of their hair as they re-enter society, particularly if they had taken to colouring their own hair during the pandemic. An increasing number of international brands are likely to expand their offer to capitalise on the greater potential for growth that this category offers including Procter & Gamble’s Pantene which has launched its Pro-V Miracles Vita-Fusion Dual-Active Chamber Oil Serum.
While grocery retailers and health and beauty specialist retailers are likely to retain their dominance in terms of distributing hair care in Malaysia over the forecast period, e-commerce has the potential to further penetrate the category following its strong growth during the pandemic. In addition to offering convenience and perceived safety due to home delivery options, an increasing number of consumers appreciates the competitive prices and attractive discounts to be found online often as a 1-day event.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Malaysia 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 Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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