Overall volume and current value growth rates for hair care slowed in 2020, as Pakistanis had less motivation to maintain their regular hair maintenance and styling routines while spending much more time at home than usual due to lockdown measures, remote working and concerns about community transmission of COVID-19. Similarly, increased budget-consciousness arising from the economic fallout of the virus saw consumers purchase certain product types less frequently – or forgo them entirely – and trade down to cheaper brands.
Medicated shampoos was the strongest performer in volume growth terms in 2020, followed by conditioners and treatments. The fact that medicated shampoos tend to be considered necessities by those with scalp psoriasis and similar conditions insulated the category from the economic and societal fallout of COVID-19 to some extent, while rising health awareness also fuelled demand.
Unilever and Procter & Gamble remained the clear leaders in hair care in 2020, mainly due to their combined dominance of standard shampoos. With stockpiling and hygiene concerns boosting demand in this category, both companies saw their overall value shares increase slightly from 2019.
Hair care is expected to see growth in total volume and current value sales pick up significantly in 2021. Overall demand should rebound strongly as the threat from COVID-19 recedes in line with the rollout of vaccines, as this will encourage Pakistanis to start regularly working and socialising outside the home again, while also supporting economic recovery.
Hair loss treatments is projected to show the fastest growth in volume and current value terms over the forecast period. While growth rates will be bolstered as sales continue to emerge from a low base, the category will also benefit from rising image-consciousness among men in Pakistan, particularly younger mid-to-high-income men in urban areas.
Hair care products – especially shampoos – that are made with natural ingredients and low in or free from potentially harmful chemicals will continue to gain popularity in Pakistan over the forecast period. Rising health awareness will remain the primary driver of demand for such products, but their appeal should also be strengthened by growing concerns about sustainability, particularly among younger consumers.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Pakistan 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.
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This report originates from Passport, our Hair Care research and analysis database.
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