Hair care experienced low but positive volume growth in 2020, as consumers maintained essential personal hygiene routines. However, the lockdown had a polarising effect on demand across the category; the closure of hair salons resulted in strong declines for salon professional hair care, whilst limited socialising and remote working due to ongoing restrictions reduced the need for styling agents.
Standard shampoos remained the largest value category overall, and continued to record positive demand, as entire families were more likely to use the same products during lockdown, a trend resulting in decline for men’s hair care. However, with reduced time spent outside, consumers were less concerned with regular hair washing routines, resulting in much slower growth for standard shampoos in 2020 compared to 2019.
Hair care continued to be led by L'Oréal, Procter & Gamble (with both gaining further value share) and Henkel, due to their first mover advantage, their wide offer of assorted hair care and support of their brands with promotional campaigns, resulting in strong product recall amongst Ukrainian consumers. Multinationals are also more active in terms of innovation; 2020 saw L'Oréal launch Garnier Olia colourants range comprising 60% oils and no ammonia.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Ukraine 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 Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Hair Care research and analysis database.
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