Hair care saw sales stagnate in 2021. The category is mature and displays little movement.
E-commerce saw continued significant expansion in hair care in 2021 supported by its competitive pricing in a highly budget-conscious environment. Hair care brands offered numerous bundling discounts on e-commerce platforms such as Lazada and consumers timed purchases for periods of promotional activity, such as the 11/11 and 12/12 events.
Hair care remained a highly consolidated competitive landscape in 2021, dominated by multinationals, Unilever, Procter & Gamble, and Colgate-Palmolive, which have, between them, built a strong presence in the main value categories of standard shampoos, and conditioners and treatments. Unilever continues to benefit from its wide portfolio and its dominance of conditioners and treatments (Cream Silk, Dove, TRESemmé) and strong position within standard shampoos (Sunsilk, Clear, Dove), whilst adding to its offer through the launch of Love Beauty & Planet, Alberto Balsam and Lux at the end of the review period.
The challenging economic environment is likely to exert a significant influence on the development of hair care during the early part of the forecast period, especially as inflationary pressures stretch consumers’ budgets even more thinly. In this context, DIY products may help consumers to make cost savings, potentially threatening sales of hair care products.
While demand for medicated shampoos, offered by a number of dermocosmetics brands such as Nizoral Shampoo and Selsun Blue, experienced marginally declining demand in 2021, it offers greater potential for growth over the forecast period. Consumers are becoming increasingly informed about the impact of different chemicals on their hair and scalp in addition to products available which address certain scalp issues which standard shampoos are unable to tackle.
Colourants is predicted to see stronger demand from 2021 onwards, despite the likely reopening of hair salons as restrictions are relaxed. This will be due to lingering price-sensitivity, resulting in lower-income consumers in particular continuing to opt for more affordable alternatives.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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