The Latin America Hair Care market is forecasted to witness a CAGR of 4.10% during the forecast period (2020 - 2025).

  • Under the hair care market, the Latin American consumers continue to adopt a more rational approach towards purchases of hair care items. Focus on cost-benefit ratios remains strong, but in some subcategories consumers opt to spend slightly more to purchase higher quality items.
  • Also, the Latin American consumers continue to seek less harsh formulas in hair care. Sulphate free, parabens free, silicone free or petrolatum free are some of the features local consumers continue to search for when deciding to purchase a hair care product.



Key Market Trends

Increasing Consumer Expenditure Towards Natural and Harsh Chemical Products

There has been increasing inclination towards plant extracts ingredients in the hair care products in the Latin American countries, such as aloe and rosemary extract, and plant oils such as argan and jojoba oil due to their conditioning, regenerating and healing properties, with plant extracts mostly used in shampoos, and plant oils mainly found in conditioners, due to their emollient properties. There is also increasing use of natural sensory ingredients in hair care, as they render the scent and appearance of products more appealing, whilst also enhancing their performance.

During the previous years, the main strategy of companies to capture the attention of consumers was towrads launching of hair care products with the natural ingredients and environmentally friendly packaging. Among the most important of such brands is Sedal Bomba de Nutrici?n, from Unilever de Argentina SA, in standard shampoos and conditioners, with ingredients of natural origin, such as avocado and shea butter.

Strategic Initiatives by the Manufacturers

The companies operating in the Latin America hair care market have a strong portfolio of brands positioned to target different audiences in the region, moreoever these companies are continously engaging in the strong branding campaigns to increase their market share in the region studied. For instance, Devintex Cosmeticos Ltda (Salon Line) value sales soared over the review period. The brand has been gaining popularity among consumers owing to its strategy focused on offering items that are aimed to those customers seeking to maintain their hair natural.

Promotions and discounts in Argentina have been the main strategy to try to maintain sales of hair care in during the previous year. Promotions of the type two for the price of one, or a second item with a significant discount were very frequent, thus driving the sales forward in the market studied.

Competitive Landscape

The hair care market in Latin America is moderately fragmanted. Some fo the prominent companies operating in the the Latin America hair care market are Unilever, L’Oreal, S.A., and Procter & Gamble. The key players have increasignly strategising on gaining larger market shares in these countries, via constant product innovation, merger and acquisition, advertisement expenses and investments in R&D, for the development of niche products. For instacne, at the end of 2015, Santiago Saenz SA acquired La F?rmaco SA, which until then had belonged to Unilever de Argentina.

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