Deceleration of hair care performance stems from a changing consumer mind-set as they are looking to embrace their natural hair, reducing usage of certain hair care products that are associated with heavy use of chemicals. At the same time as consumer hair care choices are largely driven by the expectation to have healthy hair, routines are expanding in some markets to include more targeted solutions with clear benefits around scalp and hair health.
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Western Europe, while remaining the third largest hair care region, has experienced decline as consumers in France and the UK, the largest hair care markets, are adopting more natural looks restricting the use of hair care products.
Hair care is highly mass centric, generating 83% of retail value sales. Performance is dampened by fierce price competition and heavy promotions in mass channels such as supermarkets, discounters or drugstores.
According to Euromonitor International’s Beauty Survey, in Western Europe consumers prioritise all natural ingredients as the most important green hair care feature in 2017. Styling and colourants, accounting for 36% of hair care sales, are finding themselves under pressure as being those hair care categories least associated with natural ingredients.
Consumers in Europe are increasingly prioritising hair health when purchasing hair care products according to Euromonitor International’s Beauty Survey results in 2017. With this in mind, hair care routines are evolving to include multiple steps and more targeted product formats borrowed from skin care as a holistic approach towards beauty is adopted and consumers treat hair as extension of the skin.
Beauty giants such as L’Oréal, Henkel, Procter & Gamble and Unilever dominate the hair care landscape. They benefit from consumer loyalty and are constantly innovating to generate greater interest.