According to the NPD Group, one of the world leaders in market research, high-end hair products are on the rise. They are becoming more specific and their growth is soaring by 30% in one year.
Growth without a fork
A true challenger to the selective segment, the capillary segment represents 1.2% of the skincare market in value terms. In a rather gloomy global sector, it is experiencing very strong dynamism with growth of 30% over the past year and now weighs nearly 6.4 million euros. A real craze for high-end capillaries and a return to innovation explain this phenomenon. In 2015, sales generated by new products were 2.7 times higher than in 2014 with 31 products launched in the year. However, the overall level achieved by launches remains low and represents only 5% of total sales (i.e. half the average for the skincare category). Thus, the sector's dynamism is mainly driven by existing products, which grew by 26% in one year. Mathilde Lion, Beauty Expert Europe at The NPD Group comments:" The awakening of this rather timid market is explained by the growing interest of consumers for top-of-the-range hair products that will meet specific and personalized expectations on shampoos and hair care products. With an average price of 27 € in the selective market, perfumeries and department stores here target consumers for whom hair products are not a basic purchase and who will seek the …
