Colourants saw current value and volume declines in 2021, following strong growth in 2020. As restrictions began to ease and consumers returned to salons for colour treatments, the usage of at-home products dropped, with 17% of consumers dyeing their hair at home 3-8 times per year in 2021, falling from 19% of consumers in 2020, according to Euromonitor International’s Voice of the Consumer: Beauty Survey, fielded June to July 2021.
Consumers are beginning to embrace their natural hair style, whether textured, curly or grey, with 2020 taking away the pressure for consumers to conform to stereotypical beauty standards, as well as removing access to salons for much of the year. Normalisation of these styles continued into 2021, with Andie MacDowell and Jodie Foster debuting natural grey hair on the red carpet in Cannes, as well as the continuation of the “curly girl” trend on TikTok.
Hair health continued to develop as a key driver of growth in hair care, with scalp health continuing to gain importance in consumers’ hair routines. Scalp-led brands such as Head & Shoulders benefited, gaining share, while a plethora of niche brands was launched within this space.
The competition in hair care increased in 2021, with the launch of niche US hair care brands such as Monday, Bread and Gisou, while skin care players such as Typology also expanded into hair care. While premium hair care largely led growth within hair care historically, the forecast period is set to see mass products become more competitive as masstige develops within the category.
Holistic hair care will be key to driving growth in the forecast period, as consumers increasingly link stress with hair loss and hair health. Ayurveda is an increasing area of interest, with Ayurvedic head massage gaining popularity on TikTok and 5% of consumers looking for traditional/medical ingredients in hair care products in 2021, according to Euromonitor International’s Voice of the Consumer: Beauty Survey, fielded June to July 2021.
E-commerce penetration has been higher since 2019, due to home seclusion in 2020, with this declining only slightly in 2021 before an expectation of a return to growth in the forecast period. This new distribution landscape provides challenges to mainstay players moving forward, with the online marketplace being more competitive than in-store, with the digital share of shelf often being much smaller than in-store, due to the high number of niche players online.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in United Kingdom 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 United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Hair Care
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 DefinitionsThis report originates from Passport, our Hair Care research and analysis database.
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