Hair Care in New Zealand

PRE-COVID-19 PERFORMANCE

New formats and natural ingredients key in hair care in 2019

In 2019, new formats including shampoo bars were increasingly popular. These products offer two key benefits, namely natural ingredients and more sustainable packaging.

Consumers search for complete solutions and segmented products

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.

Unilever strengthens its lead of hair care in 2019

Unilever New Zealand retained its lead of hair care in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to stagnate in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is the same as the forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

Whilst there will be decline for shampoo and perms and relaxants in volume terms due to working from home and social distancing during COVID-19, salon closures are expected to boost sales of colourants and conditioners and treatments during lockdown as consumers remain indoors but maintain their grooming habits.

Recovery and opportunities

Hair care is set to record stronger constant 2019 value growth over the forecast period than over the review period, with the COVID-19 pandemic having little long-term impact. Sales of the largest category, shampoo, will record the strongest growth, influencing the overall hair care performance, and demand will continue for this basic beauty item.

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