Market Focus: Trends and Developments in the Haircare Sector in Australia

 Published On: Aug, 2013 |    No of Pages: 37 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides a concise overview of the Haircare market in Australia. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?
This overview of the consumer and market dynamics of the Australian Haircare sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
Volume growth in the Australian Haircare market will steadily increase, growing slightly faster during 2012–2017 than it did during 2007–2012. However, the market has experienced volatile growth in US$ terms, due to fluctuating exchange rates. This has added complexity to the market for international companies such as Pantène and Schwarzkopf, who are key players across multiple Haircare categories.

What are the key drivers behind recent market changes?
Australia's population is aging, which is a boon for the anti-aging health and beauty products market in the country. It is becoming a more multi-cultural society due to immigration, which results in a varying mix in demand for Haircare products. Beauty and health are becoming increasingly important for Australians, as aspirational and experience seeking consumers increasingly seek ways in which they can indulge their desires

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the Australian Haircare sector. This allows for the rapid identification of key growth opportunities across 5 Haircare categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Haircare sector.
Key growth categories are highlighted by analyzing the market dynamics of 5 Haircare categories.
Market shares are provided for the leading brands across Haircare categories.
An overview of packaging trends in the Australian Haircare sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

The Health and Beauty industry in Australia is comprised of four major distribution channels: namely pharmacies, specialist retailers, department stores, and supermarkets. However, majority of Health & Beauty sales in Australia is through Hypermarkets & Supermarkets.
Australia's population is aging, which is a boon for the anti-aging health and beauty products market in the country, and is becoming a more multi-cultural society due to immigration, resulting in a varying mix in demand for Haircare products
Hair Colorants will record the fastest value growth rate in the Australian Haircare sector, followed by the Styling Agents category.
Shampoo and Conditioner are the highest value categories in the market, but will register low growth rates between 2012 and 2017.
While growth has been steady in local currency terms, closely matching volume growth, volatile exchange rates have added complexity to the market for international companies

Key Highlights

Hair Colorants and Styling Agents Haircare categories will gain market share while the market share of Shampoo and Perms and Relaxers categories will decline between 2007 and 2017
Hair Colorants is the fastest growing category, driven by the frequent indulgence by not only the urban youth population of Australia, but also by the growing aging population of the country.
Australia will continue to witness growth in natural-based Haircare products with Australian consumers becoming increasingly concerned about the potential dangers of synthetic active ingredients, that are used in shampoos and conditioners, to their health and well-being
The growing consumption of Haircare in Australia means demand for key pack materials and types such as Flexible Packaging and Paper & Board Box outers will increase between 2012 and 2017
Shampoo and Conditioner accounted for a major share of the total number of packs used in the Australian Haircare sector in 2012, driving significant demand for Rigid Plastic Bottles, and a maximum usage of Flip/Snap Top closures

Table of Contents

Country Context
- Australia's population is aging and becoming increasingly multi-cultural
- Health and Beauty growth will be concentrated in national chains
- Hypermarkets & Supermarkets will account for the largest share of sales in the Australian Haircare market
- The Australian consumer aims for beauty but is also health conscious
- Australian consumers are concerned about value for money as they desire products that fulfill their age-specific needs
Sector Analysis
- Fluctuating exchange rates have added complexity to the Australian Haircare market
- Hair Colorants continues to lead Australia’s Haircare market
- Hair Colorants and Styling Agents to gain popularity over Shampoo and Perms and Relaxers
- Mature categories Shampoo and Conditioner to register very low growth rates
- Hair Colorants and Styling Agents to witness increased sales and expected to grow steadily over 2012-2017
- Losing popularity of Perms and Relaxers will cause sales to crumble over 2012-2017
Brands & Private Labels
- Private label penetration in Haircare categories is very low
- Conditioners driving rapid category growth with private label sales
- Key brands by category
Packaging Insight
- Shampoo and conditioners’ high volume share is creating demand for Rigid Plastics Bottles Packaging and Flip/Snap Top Closures
- Rising consumption of Haircare products will drive increase in packaging demand by 2017
Future outlook –key trends in Australian Haircare sector
- Anti-aging Haircare products on the rise
- The health-conscious consumer drives sales of “natural” Haircare products
- Social media bridging the gap between Haircare producers and consumers
- Producers focus more on distribution via supermarkets
Data Appendix & Summary Methodology

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