Hair Care in the Czech Republic

PRE-COVID-19 PERFORMANCE

Players use innovation to stimulate interest in mature category

Czech consumers’ relatively low loyalty to hair care brands continued to foster innovation to stimulate their interest. Men tended to show more loyalty due to their fairly simple routines, with 2-in-1 or even 3-in-1 products proving popular.

Natural, healthy and condition-enhancing options enjoy strong distribution to boost salon professional hair care

Salon professional hair care continued to register the fastest retail volume and current value growth in 2019. The performance of e-commerce drove sales growth, not least the emergence of new series and the rise of premium brands often available exclusively online.

Targeted hair products and expansion see dm-Drogerie Markt post the fastest value growth in 2019

Multinationals continued to dominate hair care in the Czech Republic in 2019, as hair-conscious consumers showed a preference for globally-recognised and trusted quality brand names. Henkel CR (Schwarzkopf Palette, Syoss, Gliss), L'Oréal Ceska Republika (Garnier Fructis, Elsève) and Procter & Gamble Czech Republic (Pantene, Head & Shoulders) led the way at the end of the review period.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to fall by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

Over 2020, hair care is set to see a strong decline in retail value sales at constant 2019 prices. In addition to lockdown measures, which reduce the need or desire to wash or style hair, heightened economic concerns in the wake of COVID-19 are likely to see consumers economise on numerous products, including styling agents and salon professional hair care.

Recovery and opportunities

COVID-19’s negative effect on hair care in 2020 is expected to limit the forecast period CAGR at constant 2019 prices. However, a strong rebound is anticipated in categories like salon professional hair care and styling agents from 2021 as consumers return to pre-COVID-19 hair care habits.

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