Hair care experienced a slight slowdown in growth in 2013, but has performed well in the last five years, thanks to increasing penetration in emerging markets and the advent of more sophisticated technologies, targeting specific hair care needs through stronger efficacy claims. This has resulted in the gradual premiumisation of hair care. Going forward, hair care is expected to see greater segmentation, looking more closely into less explored areas, but will continue to be dominated by mass prod
Growth in hair care market slowed slightly in 2013, to 5%.This slowdown was less prominent than in some of the other beauty and personal care categories, such as skin care.
Growth in hair care was predominantly driven by emerging markets, accounting for 90% of global hair care growth in 2013, mostly due to increasing penetration of shampoos.
Brazil’s contributed 25% of hair care growth in 2013. It is clearly an important market for the major manufacturers, but competition from local players is heating up.
Alongside Brazil, new growth frontiers are opening up opportunities in hair care. India offers strong prospects, as rural Indians adopt Western hair care routines, while higher disposable income in markets such as Indonesia are prompting consumers to opt for more expensive Western brands.
Developed markets have reached high levels of maturity, and manufacturers are aiming to drive growth through innovations on the basis of “efficacy”, “experience” and “expense”, looking to other beauty categories for inspiration.
Tapping into less explored areas, such as thinning and mature hair, in the developed markets is expected to drive future growth in hair care. In addition, there is strong potential for dry shampoos. As emerging markets reach maturity, innovations are expected to focus on more niche areas, leading to more segmentation in market.
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