Demand for hair care notably increased in 2020 as a result of initial panic buying of products that consumers deemed to be essential once the lockdown restrictions were announced. This scenario particularly benefited volume sales of standard shampoos, and conditioners and treatments, with an increasing number of brands also benefiting from the fact that consumers were forced to look beyond their favoured products for alternatives due to stockpiling behaviour and retailers’ shelves emptying, resulting in restrictions placed on how many hair care products could be purchased in one transaction.
The home seclusion trend and the closure of hair salons and other hair care services as a result of the pandemic-induced lockdown and other restrictions introduced over the year, had a mixed impact on some areas of hair care. While not as impressive in volume growth terms as 2019, colourants continued to see rising demand during the lockdown as consumers attempted to maintain their hair colour whilst confined to their homes, despite restrictions on movement including lack of socialising for part of the year.
Hair care remained a highly consolidated competitive landscape in 2020, dominated by multinationals Unilever, Procter & Gamble, and Colgate-Palmolive which have between them a strong presence in the main value categories of standard shampoos, and conditioners and treatments. However, increasing price sensitivity and initial panic buying resulted in consumers widening their search and purchasing whichever brands they could obtain, resulting in greater share gain and impressive value growth for smaller players under “others”.
After the stockpiling of essential standard shampoos, and conditioners and treatments in 2020, volume growth for both categories is predicted to notably slow in comparison in 2021, a trend which will influence the overall performance of hair care early in the forecast period. However, both will see stronger growth momentum building from 2022 onwards as consumers return to greater levels of normalisation in terms of out of home activities including a return to work and socialising, depending on the threat level of the virus.
Demand for 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.
While demand for medicated shampoos, offered by a number of dermocosmetics brands such as Nizoral Shampoo and Selsun Blue, experienced marginally declining demand in 2020, 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.
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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.
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This report originates from Passport, our Hair Care research and analysis database.
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