Revitalising Hair Care: Exploring Future Growth Prospects

Hair care slows down

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.

Emerging markets drive innovation

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 leading contributor to hair care growth

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.

New growth frontiers

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.

3 “E”s drive innovations in developed markets

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.

Greater segmentation to drive future growth

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.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment