Boston, MA -- (SBWire) -- 12/03/2014 --After a strong growth in the use of oils in shampoos, which expanded into conditioners in 2012, the next extension was seen in hair colourants in 2013. L'Oreal New Zealand Ltd launched Garnier Olia, the first oil-powered, ammonia-free hair colourant, which claims to have maximum colour performance and hair improvement. The following oils are commonly used within hair care: Moroccan Argan, Arginine, Marrakesh and Macadamia. Typically, products using oil claim that the ingredient shines, smoothens and conditions hair. Furthermore, oils are seen as a natural ingredient, mimicking skin care which has also seen the increase in the use of more potent gels and oils for facial care. Smooth hair continued to be a popular trend, emphasised on the packaging such as antifrizz or smoothness properties to emphasise functionality. Strengthening hair formulations were also popular in 2013, particularly those containing keratin.
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Competitive Landscape
Unilever New Zealand Ltd continued to lead hair care with a current value share of 26% in 2013. The strongest brand within the company?s portfolio remained Sunsilk with a value share of 11% in 2013. 2012 saw strong changes to the brand in terms of on-pack sub-branding and new range introductions, which continued to support the brand?s ranking in 2013. Alberto V05 remained the second strongest brand for the company with a value share of 7% in 2013. Alberto V05 remained strong, particularly in styling agents, and added further to its portfolio over the latter half of the review period. Indeed, Clear Hair & Scalp Therapy, which was launched in 2012, grew stronger in 2013 and continued to be supported by TV advertising. The brand grew to 1% value share in 2013. Meanwhile, Dove held a value share of 2% in 2013. Nonetheless, Dove?s brand owner Unilever New Zealand Ltd was forced to withdraw its shampoo television advertisement in 2013, due to unsubstantiated claims made during the advertisement. The advertisement claimed that 90% of New Zealand women recommended the Dove product, which Unilever New Zealand Ltd claimed was based on a product survey distributed to 221 women. However, the New Zealand Advertising Standards Authority deemed the advertisement misleading and it was therefore discontinued.
Industry Prospects
The main trend within hair care over the forecast period involves salon-inspired supermarket brands continuing to make inroads to the detriment of hair salon brands in New Zealand. As a result, hair care is forecast for a value CAGR of 1% at constant 2013 prices, with a volume CAGR of 2% over the forecast period.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in New Zealand with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Hair Care industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.
The Hair Care in New Zealand market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Hair Care in New Zealand?
- What are the major brands in New Zealand?
- Which types of styling agents are most common?
- How are shampoos versus 2-in-1 products performing?
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"Hair Care in New Zealand" Is Now Available at Fast Market Research
Recently published research from Euromonitor International, "Hair Care in New Zealand", is now available at Fast Market Research