Hair care as a whole recorded a strong rebound in retail volume and current value sales in 2021, following a lacklustre performance in 2020. Styling agents and salon professional hair care were hit hard by the exigencies of the Coronavirus (COVID-19) pandemic in 2020, due to hair salon closures and lockdowns, which lowered the access to and/or demand for these products.
As confirmed in a direct trade interview with Sarantis, the company launched a new brand line within standard shampoos in mid-2021: Wash & Go Super Food. The line consists of two varieties, Wash & Go Super Food Papaya, and Moringa and Wash & Go Super Food Grape and Macadamia.
Private label’s overall retail value share in hair care continued to grow gradually in 2021. The economic effects of COVID-19 piqued the interest of consumers in lower-priced private label products, but the upward trajectory in retail value share in hair care predated the pandemic in the review period.
Hair care is expected to see further healthy retail volume and value (constant 2021 prices) growth through the forecast period as it continues to recover from the economic and social crisis caused by COVID-19. Convenience is predicted to be among the most important trends driving hair care sales in Serbia over the forecast period.
The anticipated high demand for added-value hair care products is expected to inform numerous new launches with claims like “suitable for sensitive scalp skin”, “providing nourishment for your hair” and similar over the forecast period. As in 2021, hair care producers are set to invest more in new product launches and marketing in Serbia, having been reluctant to do so in 2020 due to the pandemic-induced economic crisis.
The distribution of hair care is expected to follow the main retailing trend of modernisation over the forecast period. This is set to exert increasingly strong pressure on traditional grocery retailers and chemists/pharmacies on one hand, and boost the offer and retail value shares of modern grocery retailers, e-commerce and drugstores/parapharmacies.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Serbia 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 Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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