Hair care returned to growth in 2021, though, despite a strong increase in sales, it did not fully recover to the levels seen before the outbreak of COVID-19. In 2020, hair care experienced a marked reduction in demand as consumers were mostly indoors and many abandoned their hair care routines.
Hair loss treatments continued to grow significantly in 2021 having maintained a positive performance in the previous year even as the COVID-19 crisis hit. Demand for hair loss treatments was supported by the fact that these products are seen as having an ongoing effect that consumers wanted to achieve regardless of the temporary lack of social interaction.
In recent years private label has become increasing popular within hair care in North Macedonia. For example, dm-Drogerie Markt dooel has introduced shampoo and conditioner bars in a variety of scents such as coconut and mandarin.
Hair care is set to see faster growth over the forecast period than it registered over the review period. Hair loss treatments is set to see strong growth driven by the ongoing ageing of the local population, while hair colourants is also expected to register significant expansion as consumers return to in-person social interaction as the immediate threat from COVID-19 recedes.
Medicated shampoos is set to see continued growth over the forecast period, though the category is expected to face increasing competition as standard shampoos and other hair care products become more sophisticated and many new brands are launched with claims that begin to overshadow some of the well-established medicated shampoo brands. This could lead consumers to shift from the medicated shampoos category to standard products.
The rapid expansion of e-commerce – online retailing’s share of overall hair care value trebled over the course of the COVID-19 crisis – is expected to provide a strong platform for the further development of the channel during the forecast period, with many consumers having come to appreciate its advantages, including convenience. E-commerce’s expansion will lead to faster penetration of renowned international hair care brands, particularly in the premium segment.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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