While hair was not as severely impacted by the pandemic lockdowns as other products such as fragrance and colour cosmetics, it was sill negatively impacted and suffered a decline in value and volume sales in 2020. In 2021, with society gradually opening up, and people looking to present themselves well, hair care registered an increase in current value and volume sales.
Henkel continued to lead hair care in 2021 thanks to the success of its Taft brand along with others such as Schauma, Schwarzkopf Poly, Syoss, and Gliss. The player managed to retain its lead thanks to its wide portfolio of products at affordable prices, along with a consistent range of new launches.
There is increasing demand for sets, as they are considered better value for money. In particular, there was several hair care product launches in 2021 that targeted the repair of dry and damaged hair, with these launches also being available within a set.
Hair will register muted constant value growth over the forecast period. Inflation could dampen value sales, as rising global energy costs and continuing global supply constraints feed into price rises.
New product innovation and effective advertising tend to be the driving forces in hair care. Over the forecast period, there will be development of products that offer value-added benefits to consumers, such as vitamins, natural ingredients and different extracts that tie in with the growing health and environmental consciousness among consumers.
The e-commerce channel enjoyed a large uptick in sales as a whole and in hair care in particular in 2020 due to safety reasons amid the COVID-19 pandemic, and further growth in the channel is expected during the course of the forecast period. An increase in online purchasing was observed in all age groups and particularly amongst the elderly, who largely approach non-traditional methods of payment with scepticism.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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