What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Hair/scalp health is a crucial focus, and hair quality will be put under the microscope with consumers wanting to strengthen their hair.
With haircare becoming the new skincare, consumers are adapting their routines and regimens to find the best practice, while aligning healthy and sustainable lifestyle decisions.
Nature/science and information/instinct have to support each other in the future – innovation will depend on this.
Consumers are going to better connect with hair solutions that meet their specific need, whether functional or physical, and the professional market can build on its expert standing to enhance the hair experience.
Haircare sales are slowing in many developed countries as it is a saturated, competitive, price-led category. The US remains a top market, though large growth is being seen in China, India and Brazil. South East Asia is also showing a lot of promise for the years ahead.
Written by Andrew McDougall, a leading analyst in the BPC sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The message around strong hair quality is the key direction to focus on. Hair health will remain a key focus for the category, with concerns over damage, hair loss and scalp health driving the industry through 2020.
For more information on the report, see here.