Hair care in Europe: Euromonitor market update
The insights come from Euromonitor’s Beauty Survey 2017: Key Insights and System Update.
Personalisation: hot topic
Men and women across all age groups claim to have a variety of skin and hair health concerns. To that changing and stressful lifestyles, poor diet and pollution aggravate existing problems.
While these consumers are increasingly becoming vocal about their concerns, they actively seek product formulations suiting their specific needs and concerns.
Marketers too are seen aligning not just product offerings suiting hair and skin needs, but also leveraging technology to diagnose hair and skin health with tools such as KérastaseHair Coach and Artistry’s skin analyser.
In recent years, hair care growth has been driven by preference for more naturally-derived ingredients.
Consumers, enabled by technological and social developments, began to pay more attention not just to the efficacy and health aspects of ingredients in their products, but also the origin, processing and environmental footprint.
United generational demand: ethical hair care
Hair care has always been one of the most clearly segmented categories by hair types and age. However, more recently brands are also aligning across a wide range of health and eco/ethical values of different age groups.
The youngest consumers, the under 30s, are the more likely champions of environmental, ethical causes with their stronger preference for water efficiency, cruelty free or sustainable resourcing.
A range of recent innovations in the category are tapping into emerging environmental trends, from water efficiency to zero-waste processes to appeal to the growing conscious consumerism of the younger generation.