According to The NPD Group, gross sales of prestige hair products elevated 67% from January to the finish of September 2022, in contrast to the identical interval in 2019. The marketplace for prestige hair products in the UK was valued at £29.8 million in 2022, a rise of 18% in contrast to the identical interval in 2021.
The market analysis agency says British shoppers have shifted their behaviour throughout the pandemic and the closure of hair salons. During the numerous lockdowns, they turned to specialised remedies, shampoo and conditioning products from the prestige hair class for his or her house hair routine.
Online channels drive market progress
This shift in shopper behaviour exhibits no signal of lowering as gross sales throughout this class proceed to develop, particularly on-line. The research finds that 67% of all prestige hair products gross sales in the UK are made by way of on-line channels.
“Many persons are loyal to the products inside their hair routine and the on-line channel lends itself to replenishment buying. Online additionally permits the shopper to be savvier when trying to find products to see the place they’re most competitively priced,” explains Emma Fishwick, Account Manager, NPD UK Beauty.
Cleansing and styling
Daily rinse shampoo and conditioner products carry out properly in this sector. Sales of dry shampoo elevated 68% in the nine-month interval in contrast to 2021, suggesting that customers, who’re commuting once more and socialising extra, possibly choosing an on-the-go fast repair. Sales of hair styling products together with hair spray reported double-digit progress in this era in contrast to final 12 months.
‘Skinification’ of hair
As shoppers have gotten extra educated about substances in magnificence and hair care, manufacturers have responded with a multi-layered strategy to hair care providing multi-step routines, akin to skincare regimes, for house hair care. Targeted products can deal with explicit points and deficiencies. As a consequence, gross sales of hair oil elevated 34% and hair serum elevated 33% throughout the first 9 months of 2022 in contrast to final 12 months.
“The prestige hair class has carried out extremely properly since the starting of the pandemic. Consumers are upgrading their hair care routines with on a regular basis use prestige products akin to day by day rinse shampoo and conditioner that by their very nature deal with particular issues from dry and broken hair, to cut up ends and fizziness. This is a serious shift, and we consider that the ‘skinification’ of haircare is right here to keep,” concludes Emma Fishwick.
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