In response to the COVID-19 pandemic, hair care will see declining current value sales in 2020 overall. The main reason for this is due to reduced demand as consumers have been mostly indoors, leading many to abandon their hair care routines.
Prior to the COVID-19 pandemic, hair loss treatments saw the fastest current value growth, reflecting the country’s shifting demographics and an ageing population. The 60+ age group is expanding more quickly than any other in North Macedonia, supporting growth in hair loss treatments and medicated shampoos.
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 a coconut and mandarin.
After being negatively impacted by the COVID-19 pandemic, hair care will rebound from as soon as 2021, however, a full recovery is not expected until later in the forecast period. As the pandemic comes to an end, and consumers return to their pre pandemic lives and routines, demand for hair care will once again rise.
Hair loss treatments and medicated shampoos are expected to continue performing well over the duration of the forecast period, strengthened by their resilience during the initial stages of the pandemic. North Macedonia’s ageing population will support sales in both, and more brands are predicted to launch medicated shampoos as consumers show greater interest in hair care products offering additional health benefits.
Premium hair care is set to return to outperform mass hair care in terms of growth, with salons opening again and boosting sales in salon professional hair care, and companies and brands responding to rising demand for value-added benefits such as extra shine and properties designed to enhance curls. The impact of a shrinking consumer base due to migration out of North Macedonia and a falling birth rate will be somewhat countered by innovation and developments in hair care, particularly those in line with current trends towards naturalness and organic ingredients, as well the expected entrance of new brands.
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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 report originates from Passport, our Hair Care research and analysis database.
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