Following the outbreak of COVID-19 in South Korea, consumers were reluctant to visit hair salons due to the risk of COVID-19 infection in enclosed spaces. As consumers spent more time at home in 2020, due to social distancing measures and the fear of contracting the COVID-19 virus, sales of at-home self-care products such as solon-grade professional hair care products, colourants, and perms and relaxants, were boosted.
The COVID-19 pandemic also drove a boom in sales through e-commerce channels in 2020 as sales through physical retail outlets were limited during the health crisis, and domestic players began to reinforce e-commerce sales through added promotions. As e-commerce gained value share, however, some store-based retailing channels lost share in 2020 due to the impact of COVID-19 on consumer decision making when it came to distribution.
In 2020, the anti-hair loss trend continued to gain good ground in South Korea, with both male and female consumers seeking products to prevent or slow hair loss. This not only benefited hair loss treatments, however, but also supported growth in standard shampoos in 2020, with online sales of hair loss treatments and hair loss shampoo emerging as a key area of growth in hair care.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in South Korea 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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