Personal care appliances is set to further benefit from home isolation in 2021, as Australia experienced second and third waves of the pandemic, resulting in lockdowns and temporary closures of hairdressers, barbers and beauty salons. Australians therefore looked to self-pampering and indulgent moments whilst confined to their homes, particularly driving up further strong demand for electric face cleansers which is set to record another year of double-digit retail volume growth.
Despite lingering price sensitivity amongst some local consumers, predictions for much higher value growth compared to volume within personal care appliances in 2021 is evidence of a growing premiumisation trend in the category. Border closures, both interstate and overseas, have meant that some Australians have additional disposable income to spend on personal care appliances.
Remington Products Australia Ltd is set to retain its overall leadership of personal care appliances in an increasingly fragmented competitive landscape which is seeing smaller players under “others” continue to gain share, in addition to a tough market environment and supply issues as a result of the pandemic. In addition to Remington’s product quality and pricing strategy, the brand has invested in online advertising, how-to tutorials, product sampling and in-store product displays.
Despite being a mature category in Australia with extremely high penetration of local households, hair care appliances offers further potential for growth and development. This will be driven by rising disposable incomes and growing demand for a wider range of appliances to support increasingly busy lifestyles once the threat of the pandemic wanes and consumers start to spend more time outside of the home, including returning to the office and socialising.
Electric facial cleansers is set to remain as the most dynamic performer in retail volume terms over the forecast period, supported by predictions for a further reduction in the average unit price (at constant 2021 prices) driven by increasing competition from smaller players, which will make them more affordable to a wider audience. Claims of enhanced pore cleaning and a wide range of products to suit different skin types will continue to attract consumers’ attention and may be perceived by some consumers as a worthwhile investment which means that they will be able to reduce their expenses in other areas such as beauty salons.
Addressing increasing demands for a wider range of length options from their hair clippers, Remington launched a new hair clipper range called the Power X series. This new range claims to provide anti-clogging benefits with the performance of a fixed comb and extra comfort while in use.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Personal Care Appliances industry in Australia 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 Personal Care Appliances industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Personal Care Appliances
This report originates from Passport, our Personal Care Appliances research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page