Hair care will respond well to the COVID-19 pandemic in 2020 overall as current value sales rise notably. There were short spikes in value sales in the first half of 2020 as consumers stockpiled necessities such as shampoo as the COVID-19 virus spread, but they did not stock up on styling agents or conditioners and treatments as unemployment was seen and disposable incomes fell.
During the outbreak of COVID-19, colourants have also benefitted from being home alternatives bought for consumers who would normally visit a salon to dye their hair; however, the product area could potentially struggle during 2020 as salons reopen. Salon brands have been struggling across the board as a result of the closure of hairdressers and increased demand for cheaper alternatives, but they will recover somewhat once lockdown eases.
In 2020, the category will again led by companies distributing brands owned by international players, such as Unilever and Procter & Gamble, as well as by Henkel AG & Co KGaA. The first two companies, Ayven Trade OOO and Synergy Distribution OOO, have well-balanced product portfolios and focus on advertising on local and Russian TV, which hampered new competition.
After performing so well in response to the COVID-19 pandemic, hair care will see slowed growth in 2021. This comes as no surprise as the current value growth witnessed in 2020 was artificially boosted and as the pandemic comes to an end, consumers will return to their pre pandemic routines, and hair care regimes.
Over the forecast period as a whole, mass hair care brands that offer consumers good quality at competitive prices, but also thicken and repair damaged hair, prevent dandruff, etc, will perform well and continue to dominate overall sales. Such features will remain key in terms of innovation in the mass segment.
Over the forecast period, shampoos will continue to dominate due to their universal appeal and regular use by men and women. Colourants will also see the fastest volume growth as some women that used colourants in 2020 continue to dye their hair at home rather than return to hair salons to have this done.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Uzbekistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hair Care research and analysis database.
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