Hair care saw a return to growth in retail volume terms in 2021 as well as recording healthy current value growth. A key factor in this was a solid performance from conditioners and treatments with the category seeing the largest increase in volume terms in hair care.
Salon professional hair care registered the most dynamic growth in retail volume terms in 2021 with this being driven by the rapid expansion of the e-commerce channel. These products are now available in e-marketplaces such as Mercado Libre or on the websites of parapharmacies/drugstores such as Farmashop.
Because of high inflation and the drop in purchasing power in 2021, cheaper alternatives of hair care registered a better performance than mid-priced brands in categories such as standard shampoos. Uruguayan consumers used to be very loyal to their favourite hair care brands, but the situation in 2021 was completely different than previous years with many families struggling to make ends meet.
Even before the outbreak of COVID-19 sales of hair care products were under pressure, but the future appears somewhat brighter for the category as Uruguay slowly recovers from the impact on COVID-19. For example, colourants is expected to reverse the downward trend seen over the review period in retail volume terms, with stable growth being projected for the forecast period.
Over the forecast period there is expected to be an increasing interest in natural hair care products or brands with natural ingredients. New products with natural ingredients or additives are already performing very well and companies are constantly launching new options to satisfy the demand.
Uruguay’s borders remained closed during 2020 and a large part of 2021, with this favouring hair care sales in local stores. However, with the country’s borders reopening in October 2021 it is expected that there will be a sales migration from local retailers back to foreign stores located over the border in Argentina and Brazil, where prices are often cheaper.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Uruguay 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 Uruguay, 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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