Are consumers losing interest in hair care in Western Europe?

By Lucy Whitehouse contact

- Last updated on GMT

Are consumers losing interest in hair care in Western Europe?
The most recent data from a leading market research provider suggests that consumers in Western Europe are restricting hair care spending in favour of more natural looks.

The data, available in Euromonitor International’s report Hair Care in Western Europe​, shows that while remaining the third largest hair care region, Western Europe has experienced a decline as consumers give up certain products, particularly in France and UK.

According to Euromonitor International’s Beauty Survey, in Western Europe consumers prioritise all natural ingredients as the most important green hair care feature in 2017​,” the firm explains.

“Styling and colourants, accounting for 36% of hair care sales, are finding themselves under pressure as being those hair care categories least associated with natural ingredients.”

Price wars also slowing things down

Aside from shifting consumer behaviours, another factor limiting growth in hair care in Westerrn Europe is the fact the region is particularly competitive.

“Hair care is highly mass centric, generating 83% of retail value sales,” ​explains Euromonitor.

“Performance is dampened by fierce price competition and heavy promotions in mass channels such as supermarkets, discounters or drugstores.”

Beauty giants such as L’Oréal, Henkel, Procter & Gamble and Unilever dominate the hair care landscape in the region, according to Euromonitor. They benefit from consumer loyalty and are constantly innovating to generate greater interest, says the firm.

Healthy living means routines are expanding

The idea of a healthy lifestyle is very much touching on the hair care sector.

Consumers in Europe are increasingly prioritising hair health when purchasing hair care products according to Euromonitor International’s Beauty Survey results in 2017​,” says the firm.

With this in mind, hair care routines are evolving to include multiple steps and more targeted product formats borrowed from skin care as a holistic approach towards beauty is adopted and consumers treat hair as extension of the skin​.”

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