Hair Care in the Czech Republic

PROSPECTS

Naturally-sourced products and higher-quality products witness rising consumer interest in 2017

The premiumisation trend within hair care in the Czech Republic was becoming increasingly viable due to the improving economic situation of local households in addition to strengthening consumer education and improving brand marketing. In 2017, natural hair care brands within shampoos and colourants became increasingly attractive to consumers; however, this attractiveness was limited by lower convenience, such as natural colourants like Henna, one of the most popular products, which require several hours for successful application.

Salon professional hair care becomes increasingly sought after

Demand for higher-quality products created greater space for growth within salon professional hair care, which became increasingly sought after by Czech consumers. Staff recommendations in hair salons played an important role in 2017, with improving education.

Hair treatments with the strongest future sales growth potential

Conditioners and treatments is expected to record significant growth over the forecast period due to product innovation and improving marketing support. For example, hair strengthening treatments, regenerative serums and products specialising in a single purpose (such as focusing on a specific type of hair) will witness greater interest among consumers.

COMPETITIVE LANDSCAPE

Convenience and ease of use become increasingly valued features

Convenient product application and significant advertising which supported product launches from 2016 grew further in popularity, such as L'Oréal Paris Magic Retouch. It was aggressively advertised across all media channels as received lit and custom-made shelf-space in stores.

Hemp hair care and more sophisticated advertising to gain a stronger foothold over the forecast period

Hemp products have increasingly gained in popularity in the Czech Republic, offering regenerative or medicated effects. An example was Cannaderm Capillus (Simply You Pharmaceuticals), introduced under medicated shampoo, accompanied by an aggressive marketing campaign, designed to treat seborrhoea and mild instances of dandruff or itching.

Czech consumers are expected to opt for best value-for-money offers

Price promotions and discounts remained heavily utilised by manufacturers and retailers in the Czech Republic throughout 2017 which led to price wars. Due to the improving purchasing power of consumers, brands perceived as premium were increasingly chosen when offered at a better than standard price.

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