Hair care in Austria continued to register strong demand in 2024, as consumers maintained their focus on scalp health, hair repair, and holistic self-care. Value growth was driven by both a modest increase in demand and rising average unit prices, with categories such as styling products, conditioners and treatments, hair loss treatments, and standard shampoos all contributing positively to overall performance. Amid a growing desire for efficacy, convenience, and naturalness, brands responded wi

Hair care posted mid-single digit growth in 2024 in current value terms, maintaining the solid performance seen from the category over the review period. Hair care products are an essential feature of many Australians’ personal care routines, with a combination of shampoos and conditioners used to keep hair feeling and smelling clean while also taking care of the scalp. The skinification trend is also important for the category, as consumers want products that not only make them look and feel go

Hair care in Sweden continued to show solid growth in current value terms and steady growth in retail volume terms in 2024, with value sales boosted by premiumisation. While commodification remains a challenge—especially in the grocery retailers channel—the post-pandemic shift towards home treatments has fuelled stronger interest in high-performance and ingredient-led hair care solutions. Am increasing number of consumers are treating hair care more like skin care, adopting multi-step routines a

Hair care registered current value growth in the UK in 2024, albeit at a marginally slower rate than in 2023, as unit price rises softened. Value growth in the category was predominantly driven by mass brands responding to consumer demand for more premium offerings and features at a more affordable price point than salon professional hair care alternatives.

Hair care registered current value growth in the United Arab Emirates in 2024. The category’s growth was partly driven by the rise of higher-priced, salon professional hair care products. The increasing number of shopping centres - and the salons opening within them - has made these products more accessible to a wider range of consumers. As distribution channels expand and premium options become more visible, consumers are increasingly willing to invest in professional-grade hair care for use at

In 2024, the hair care in Portugal experienced a slight uplift in retail value growth, driven by strong consumer engagement and product innovation. For example, Laboratoire Nuxe launched the Hair Prodigieux range, a four-step routine designed to repair and enhance hair shine. The range features a key innovation, fermented pink camellia oil, developed through a patented process that boosts nourishment and improves texture. All products in the range are vegan, silicone-free, and made with high per

Hair care in Latvia registered modest current value growth in 2024, though volume growth was minimal, as continuing population decline dampened volume sales. Consumers remained committed to basics such as shampoo and conditioner, but also showed more interest in scalp health, frizz control and moisture-boosting treatments. Promotional activity remained strong across grocery, pharmacy and online helping to support regular replenishment and encourage trials of new variants or formats.

Hair care in Estonia witnessed flat volume sales over 2024, although there were some value gains as consumers made subtle switches and traded up. Core hair care routines remained intact, as most consumers continued purchasing basic shampoo and conditioner, but showed a growing openness to added-value products like anti-frizz treatments, scalp-soothing formulas, and colour-protective care. Brands such as L’Oréal Elvital and Pantene Pro-V responded with more targeted SKUs, often supported by in-st

Hair care saw improved performance in 2024, underpinned by greater consumer interest in ingredients, professional results, and wellness-driven routines. While the category has historically lagged behind skin care and colour cosmetics in terms of premiumisation, this gap is narrowing. Routines established during the pandemic such as at-home treatments and increased time spent on self-care have persisted. Norwegian consumers are now more likely to seek out hair care with added functionality, mirro

Hair care in Lithuania registered slow growth in retail volume sales in 2024; albeit an improvement on the flat growth posted in 2023. Hair care is regarded as a highly mature or even saturated category, with few organic or natural growth avenues open to manufacturers. The total population and number of households rose only slowly in 2024. Meanwhile, price inflation remained visible in 2024, adding momentum to retail current value sales, which rose moderately, albeit at a much slower rate than i

Hair care in Indonesia experienced a solid increase in retail current value sales in 2024, reflecting evolving consumer preferences and an expanding array of product offerings. The market saw the emergence of specialised products targeting specific hair and scalp issues. These included solutions for dandruff, hair fall, damaged hair, and sensitive scalp. The shift towards problem-solving formulations is being driven by consumers’ growing awareness of scalp health and hair care, as well as their

Hair care saw strong current value growth in Ukraine in 2024, with sales exceeding pre-war levels in current value terms during the year. Shampoos is the dominant category in hair care, with these products being considered a staple part of the daily personal care routines of Ukrainians. Towards the end of the review period, there was a shift amongst consumers towards purchasing larger packs of hair care products. This strategic move is often driven by the cost-effectiveness of bulk buying. For e

Hair care in Pakistan remained a resilient and growing category in 2024, benefiting from its essential role in daily grooming routines across both urban and rural markets. Basic shampoo and hair oil products dominated volume sales, but consumer preferences continued to evolve toward products offering additional benefits, including anti-hair loss, dandruff control, smoothness, and shine.

Having declined in 2023, retail current value sales of hair care rebounded sharply in 2024, with shampoos remaining both the largest and most dynamic category, with demand for standard shampoos particularly strong. Demand was boosted by an increase in disposable income and easing inflationary pressure, as well as a decrease in cross-border shopping and smuggling from neighbouring Argentina after the government of the latter country initiated a reform of its exchange-rate regime. There was a noti

Hair care in Egypt experienced a decline in volume sales but a significant increase in current value sales, primarily driven by a surge in prices, which was linked to several key factors. The cost of raw materials, many of which are imported, doubled following the devaluation of the Egyptian pound in March 2024, considerably raising production costs. The devaluation and scarcity of the local currency further intensified the price hikes. This led to a fall in overall purchase volume, as many loca

Hair care in Turkey also benefited from strong inflationary pressure on prices to register dynamic retail current value growth in 2024. While inflation showed signs of easing, the cost of hair care products continued to rise in Turkey. This economic pressure impacted consumer spending habits, with a marginal overall drop in retail volume sales recorded in 2024. Many consumers were forced to trade down to more affordable options, prioritising essential hair care products and forgoing non-essentia

In 2024, hair care in Greece recorded retail value growth, although this result was moderate compared to the previous year, due to legislative intervention. In March 2024, the government introduced price control measures to counteract the effects of the ongoing cost-of-living crisis. This legislation forced hair care brands to lower their prices by an amount equivalent to one-third of total commercial allowances, which significantly dampened the inflation-driven value growth trend that had domin

Hair care experienced current value growth in South Africa in 2024 due to several factors, including increased awareness of personal grooming and an expanding focus on self-care. The region's harsh climate, characterised by extreme heat and dryness, has led to greater demand for products that protect and nourish hair, such as shampoos, conditioners, and treatments. In addition, a rise in disposable income, changing consumer preferences, and a growing emphasis on beauty and wellness have driven t

Hair care in Ireland posted strong current value growth in 2024, supported by increased consumer spending on scalp health, repair treatments and premium product formats. Shoppers treat hair care more like skin care, favouring solutions with active ingredients like keratin, biotin and peptides. Items such as salon professional products and intensive masks saw strong uptake, driven by interest in home treatments and post-colour care. Frequent innovation and ingredient-led marketing also helped dri

Hair care saw steady growth in current value and retail volume terms in Italy in 2024, albeit with mixed results across the different categories. For instance, on one hand, the demand for shampoos and conditioners and treatments increased in 2024, thanks in part to the growing attention to hair health and the search for natural and sustainable products. This trend was supported by the preference for specialised, high-quality products that offer specific benefits for different hair types. On the

New product innovation, rooted in the latest scientific advancements, continued to be a key driver of growth in Slovenia’s hair care market in 2024. Slovenian consumers are increasingly drawn to high-performance hair care brands and specialised formulations that address specific hair and scalp concerns. These include issues such as sensitivity and itchiness, dandruff, premature greying, brittle or thinning hair and hair loss. Leading manufacturers are responding with a steady stream of product i

Hair care registered healthy current value growth in Serbia in 2024, with a degree of premiumisation driving this growth. Consumers are willing to pay for more premium offerings that offer benefits such as repair, hydration and also contain natural oils. In addition, the product range is expanding, with offerings now including hair masks, as well as oils and serums. Styling products are also a growing segment. Colourants accounted for most value sales, as women in general do not like the appeara

Hair care is a relatively mature category in the Philippines where products are an essential part of everyday personal care and hygiene. The strong focus on hygiene post-pandemic and the return to socialising has led to an uptick in volume sales. The stronger retail volume growth seen in 2024 can also be attributed to the unusually hot weather conditions, resulting in the higher incidence of bathing occasions.

Hair care in Romania continued to record steady growth in retail value terms, driven by robust demand for conditioners and treatments, colourants, and salon professional hair care. More complex and sophisticated hair care routines are growing in popularity among Romanian women. The hair-cycling trend, whereby consumers rotate different hair care products throughout the week, such as masks, serums, and oils, is spreading in Romania in line with global trends. Hair glossing was another viral trend