The Taiwanese government’s prudent and successful management of the COVID-19 crisis meant that the pandemic had very limited impact on sales of hair care during 2020. While demand remained robust across most categories, the reluctance of some consumers to have their hair styled in a hair salon due to fears of contagion suppressed demand for salon professional hair care during the first half of the year.
One of the most important areas of sales growth in shampoos in recent years has been silicone-free shampoo, with buoyant consumer interest in such products underpinning the robust development of silicone-free shampoo as an important emerging niche. Fuelling this shift in consumer interest towards silicone-free shampoo has been ongoing discussion in the broadcast media and, in particular, the wealth of information shared on social media and other online channels about how hair can be damaged by silicone-containing hair care products, especially shampoos.
Conditioners and treatments faced pressure on demand during 2020 as consumer attention shifted away from the category and towards more sophisticated types of shampoos, among various other alternative products. Conditioners and treatments was previously the hair care category in which premiumisation was most commonly seen.
During the forecast period, greater sophistication is expected to be seen in shampoos as consumers increasingly view their shampoo as a functional product that offers various advantages over and above simply cleaning the hair. While consumers have traditionally focused mainly on cleansing and oil control as core functions when buying shampoo, demand for shampoos is becoming more sophisticated, with consumers basing their hair care choices on similar factors to those taken into consideration when choosing skin care products.
At the end of the review period, scalp care was beginning to emerge strongly as a major focus area in various hair care categories, with scalp care claims becoming increasingly prominent for new products, in particular. Scalp care was previously an area that consumers automatically associated with flaky scalp, dandruff and hair loss, among other hair and scalp health issues.
Hair care in Taiwan is a category which until now has generally been dominated by major multinational companies and their international brands. However, there have always been various strong local players active in the category and the forecast period saw these players gain ground on their international rivals.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Taiwan 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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