Hair Care in New Zealand

PROSPECTS

Consumers search for hair care regimen

Similar to skin care routines that include 3-4 steps, local consumers are looking for complete solutions for their hair by adding different products to their hair care routines. These not only include products that claim to nourish hair or add volume, but also products with hydrating and moisturising properties improving overall hair health.

Natural ingredients enter hair care

As witnessed in bath and shower, hair care experienced an influx of natural ingredients such as coconut oil, lemon, avocado and blackberry. Sunsilk for example, introduced a new shampoo, Summer Care with coconut oil and hibiscus that protects hair against damage and summer frizz.

Positioning products in a unique way

Brands are innovating by positioning their hair care products according to the benefits that go beyond hair repair such as relaxation and detoxification. A unique product was Sunsilk Detox for Men Shampoo that claims to energise hair.

COMPETITIVE LANDSCAPE

Unilever strengthens lead of hair care

Unilever New Zealand Ltd retained its lead of hair care, gaining further value share due to the strength of its brand portfolio including TRESemmé, Sunsilk, Alberto VO5 and Dove that are widely available in New Zealand through key supermarkets and pharmacies at affordable prices. The brands have a range of products segmented according to different types of hair and different needs.

Multinationals dominate with domestic players increasing in popularity

Although multinationals such as Unilever, L'Oréal and Procter & Gamble dominate hair care with their extensive range of brands and wide distribution networks, local companies with a unique natural positioning have been gaining in popularity over the review period. Local companies such as Mix Ltd with its brand Dominate and Earthwise Group rank highly in the categories in which they are present.

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