Hair care weathered the disruption caused by COVID-19 reasonably well in 2020. Growth in total current value sales slowed slightly but remained robust overall, while several categories recorded steady or improved performances in volume terms.
Colourants was the most dynamic performer in volume and current value growth terms in 2020, followed by conditioners and treatments. Growth rates for these categories were up substantially on 2019, with demand in both increasing as a direct result of COVID-19.
Salon professional hair care saw volume and current value sales decline in 2020. Hair salons – where these products are mainly sold – were forced to temporarily close under public health restrictions during the first wave of COVID-19 infections.
Demand in styling agents is expected to rebound in 2021 as Norwegians return to the office and start socialising outside the home more frequently in line with the anticipated easing of the COVID-19 pandemic. Similarly, salon professional hair care should see demand pick up as the receding threat from the virus makes consumers less reluctant to visit hair salons.
Premiumisation in hair care has historically been much less pronounced than in other beauty and personal care categories such as skin care, fragrances and colour cosmetics. This trend is only expected to weaken over the medium term, with the overall value share of the premium segment projected to decline consistently from 2022 onwards.
In addition to the relative lack of premiumisation, growth in hair care current value sales will continue to be constrained by the success of low-cost retail concepts in Norway. Examples include variety store chain Europris and drugstores/parapharmacies operator Normal, which sell popular beauty and personal care products – primarily mass brands but also some premium brands – for less than other retailers.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Norway 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 Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Hair Care research and analysis database.
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