New Consumer Goods market report from Euromonitor International: "Hair Care in Portugal"

Boston, MA -- (SBWire) -- 10/09/2014 --Hair care remained a very fragmented category in 2013 with many brands competing for a place in the sun. Hair care was also one of the categories in which innovations can make a difference. The recent promotional actions and changes in preferred formats were the reasons for the fall of value sales in hair care, to which was added the general downturn. For instance, at the beginning of 2013 L?Or?al Portugal launched a strong marketing campaign, named ?O meu Elvive?, which aimed to prove to Portuguese consumers that there is a specific hair care product in Elvive?s brand range appropriate for everyone. As a result, L?Or?al Portugal sent a diagnostic questionnaire to Portuguese households which allowed them to receive a personalised recommendation about the Elvive products which best suited each type of hair, as well as a discount voucher. As far as packaging sizes were concerned, 200ml-300ml HDPE or PET bottles became standard packaging for hair care, as they are more comfortable to transport and less expensive than larger packs.

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Competitive Landscape

LOral Portugal retained its outright lead in hair care in 2013, with a 38% value share. In colourants its value share was as high as 51%, due not only to the long-standing presence of the Garnier Nutrisse and L?Or?al Excellence brands in this category, but also due to sustained new product developments and aggressive promotional campaigns. Procter & Gamble Portugal, on the other hand, ranked second in hair care with a value share of 29%, followed by Unilever Jer?nimo Martins, which accounted for a 6% share of value sales.

Industry Prospects

Hair care is expected to remain the second largest category within beauty and personal care during the 2013-2018 forecast period, accounting for a 14% share of overall value sales in 2018. High resources allocated to publicity on networking platforms and television and constant product innovations from mainstream brand manufacturers are expected to be seen in the coming years. New ingredients should appear in the market following recent launches, such as algal bioactives, as well as professional shampoos and conditioners with a high performance, positioned as at-home salon alternatives. Nevertheless, the forecast period in Portugal is also set to be marked by a deep and lasting economic recession and further declines in disposable incomes for the vast majority of Portuguese consumers, which is expected to have a negative impact on value and volume sales in hair care.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Portugal 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 Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Portugal 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 Portugal?
- What are the major brands in Portugal?
- Which types of styling agents are most common?
- How are shampoos versus 2-in-1 products performing?

Reasons to Get this Report:

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: 2-in-1 Products, Colourants, Conditioners, Hair Loss Treatments, Perms and Relaxants, Salon Hair Care, Shampoos, Styling Agents.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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