Although retail constant value sales (2021 prices) of hair care declined during 2020, they did so at a much more modest rate than in many other beauty and personal care categories. Apart from the economic shock of the pandemic, which led many local consumers to reduce their discretionary spending, the fact that consumers were spending much time at home and socialising less (with many working or studying from home) also meant that many were using these products less frequently.
Demand for shampoos (by far the largest category in Mexican hair care) and colourants was relatively robust in 2020 and 2021, while retail constant value sales of conditioners and treatments actually increased during both years. As part of the preventative measures taken to offset the risk of infection, consumers washed their hands more often, and many took daily showers to ensure as high hygiene standards as possible.
Unilever de México S de RL de CV overtook Procter & Gamble de México SA de CV to become the largest player in hair care in terms of value share during 2021. Unilever’s wide product portfolio in hair care includes such brands as Mens, Sedal, Savilé, Dove, Ego and TRESemmé.
Retail constant value sales of hair care will expand at a moderate pace during the forecast period. The normalisation of daily life will lead to an increase in socialising, which will boost demand for hair care.
Solid shampoo remains a niche, although it is predicted to appeal to eco-conscious consumers, who prefer shampoos not packaged in plastic. These products are often marketed as being formulated with natural ingredients.
Cutting back on water consumption for beauty products manufacturing is a part of a global sustainability movement, and the Mexican beauty industry is just starting to catch on. Manufacturers like L’Oréal have already pledged to cut back the water used to manufacture their products by two-thirds globally, but waterless production remains a rarity in local manufacturing operations.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Mexico 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 Mexico, 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.
This report originates from Passport, our Hair Care research and analysis database.
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