Salon professional hair care products are increasing in popularity amongst consumers in Singapore. This growth can be attributed to several factors.
2020 saw many consumers try DIY hair treatments at home, which boosted volume and value growth rates. This involved consumers buying colourants and colouring their own hair, as salons were closed.
Styling agents are used more often when consumers go out for social gatherings, events or work. As home seclusion was no longer the norm later in 2021, more and more people returned to their workplaces and headed out of their homes.
COVID-19 brought its fair share of problems, with one of them being hair loss. Many consumers have complained of multiple post-viral symptoms, including loss of hair.
Much in line with what is happening within other beauty and personal care categories, consumers are gravitating towards products that are sustainable. Local brand The Powder Shampoo is set to launch in 2022, offering its shampoo in aluminium packaging and powder format.
Large companies such as Unilever, L’Oréal and Procter & Gamble account for the majority of share in hair care, with brands such as Sunsilk, Pantene and Kérastase. However, consumers are starting to try other brands and gravitating towards incorporating products from newer Korean and Japanese brands into their hair care routines.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Singapore 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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