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Maximising Prospects in Hair Care

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  • 53 Pages
  • February 2022
  • Region: Global
  • Euromonitor International
  • ID: 5567235
Experimentation with colour and at-home treatments bolstered hair care in 2020, while the forecast period will see increased price sensitivity, as the recessionary impact of the pandemic takes hold. Holistic hair care and a focus on hair health is seeing the continued growth of scalp treatments, ingredient-led hair care, bond-building and ayurvedic practices. Sustainability, purpose and ingredient sourcing are coming to the fore, while digitalisation will enable premiumisation.

This 'Maximising Prospects in Hair Care global briefing offers an insight into to the size and shape of the Beauty and Personal Care market and highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues and white spaces. It identifies the leading companies and brands, offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change and criteria for success. The report also explores developments in the premium vs mass/masstige segments, and the evolution of novel beauty concepts.

Key Findings

Strong growth expected in Asia Pacific

North America, Western Europe and Japan are seeing slow growth, with high per capita spend limiting further growth opportunities. Other Asia Pacific markets, such as China and Indonesia, are forecast strong growth, as they grow from lower usage rates and greater access to niche brands with premium qualities.

Conscious hair care develops, with a focus on purpose

Animal cruelty-free, recycled and recyclable packaging, and sustainably sourced ingredients are gaining prominence in conscious hair care, while demand for inclusive brands which place social Purpose Over Profit is growing.

Digitalisation grows communities and supports personalisation

Digitalisation is accelerating post COVID-19, with community building and social shopping supporting this. Companies must maintain their built communities and develop omnichannel capabilities, while improved technology will enable personalisation to support value sales growth.

Hair care goes Back-To-Basics

Consumers are adopting a Back-To-Basics approach to hair care, with an emphasis on efficacy, as consumers have less disposable income following COVID-19.

“Skinification” drives health focus

Demand for healthy looking hair is on the rise, with scalp health, the microbiome, skin-influenced ingredients, bond-building and ingestibles developing in this space. Ayurvedic hair care and emotional wellbeing remain mostly untapped, with more consumers seeking holistic propositions.

Premiumisation, expansion and demographic targeting key to growth

Investment in premium brands and traits can cut across key industry themes driving growth and market perception, while expansion in lifestyle propositions and high-growth markets can solve issues of stagnation. Catering to the needs of overlooked baby boomers offers opportunities, while brands must connect with Gen Z through social media.

Product coverage:

Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage:

Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

  • Scope
  • Key findings
Global Overview
  • Hair care sees growth recover in 2021
  • Premium leads growth while mass leads market value
  • Asia Pacific drives growth from low per capita spend
  • Sales in China dominated by shampoos
  • Self-care and salon shifts drive treatment sales
  • M&A activity in hair care is limited during the review period
  • Companies with strength in colourants see shares grow in 2020
  • E-commerce booms while department stores stagnate
  • Asia Pacific forecast to lead growth
  • Western Europe to see only marginal growth
Purpose Over Profit
  • Aligning with key trends key to future growth
  • Eco-anxiety drives demand for sustainability
  • Cruelty-free and recyclable packaging drive conscious hair care
  • Ethical demand varies by generation
  • Brand claims align with consumer demand
  • Marketing, initiatives and formulations drive inclusivity
  • Solid shampoo bars launched by mass-market Garnier
  • Dow caters to multicultural hair through The Most partnership

Digitalisation and Personalisation
  • COVID-19 drives digitalisation
  • Advice, community and entertainment lead digitalisation
  • Technology access limits digitalisation
  • Personalisation to drive premiumisation
  • Personalisation fosters product development
  • Personalisation enters bricks-and-mortar
  • Amazon embraces phygital reality through its Amazon Salon
  • Back-To-Basics incorporates self-care, efficacy and price hybridity
  • Brands aim to validate their efficacy
  • Ingredient transparency demand soars
  • Natural styles and food inspiration emerge
  • Molton Brown adopts vertical farming for ingredient supply
Holistic Wellness
  • Demand grows for health-led features
  • Hair concerns rooted in the scalp
  • “Skinification” extends to hair strands
  • Utilising ingestibles and topicals to target more holistic concerns
  • Future growth from ayurvedic and “emotional” hair care
  • P&G incubates scalp-led Kimea
Investment Prospects
  • Older consumers seek clinical, solution-based products
  • Younger consumers engage online with ethically aligned brands
  • Asia and cross category expansion solve stagnation
  • Functional and emotional value-added traits to drive focus on premium

Conclusions and Recommendations

Key recommendations