Hair Care in the United Kingdom

PRE-COVID-19 PERFORMANCE

Colourants continues to decline; new formulations in hair care are driven by environmental concerns

At-home colourants continued to decline in 2019 as competition from salons increased, where consumers were continuing to adopt styles requiring more skilful application of colour, such as balayage and 1990’s inspired two-tone. In addition, consumers were generally turning away from colour altogether as they embraced their natural tone and grey hair becomes less taboo.

Customisation and hyper-segmentation grow as consumers increasingly expect products specific to their needs

Customisation in hair care was on the rise in 2019, with consumers increasingly looking for and expecting products tailored to their hair type and desired results. Brands such as Function of Beauty, Emulsion and Josh Wood Colour offer customisable products across standard shampoos, conditioners and treatments and hair colourants.

Interest in scalp care boosts Head & Shoulders; Aussie, Herbal Essences and TRESemmé compete in cannabis hair care

Interest in scalp care has been on the rise as consumers are increasingly considering the scalp as an extension of the skin, as well as being key to healthy hair growth. This has mainly benefitted salon professional hair care brands, such as Nioxin and Philip Kingsley, which have scalp-specific products as well as offering knowledge and efficacy about/in hair and scalp health.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to decline by just under 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the decline of just over 1% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

Colourants and salon professional hair care are the most-affected products by the impact of the measures introduced to slow the spread of COVID-19 in the UK. Strong growth is being seen at constant 2019 prices in hair colourants, compared to the declines recorded in recent years, which is being driven by the closure of hair salons, with consumers aiming to keep up their beauty regimes at home.

Recovery and opportunities

Colourants and salon professional hair care will quickly resume their pre-COVID-19 performance trends once the salons reopen in the UK, which will be a reversal of the 2020 performance – with colourants returning to negative annual value growth at constant 2019 prices over the rest of the forecast period from 2021 and salon professional hair care moving back into positive growth territory. The overall hair care category will generally post forecast period annual value growth rates in line with those predicted during research conducted at the end of 2019 before the spread of COVID-19.

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