Innovation was again the most important driver of growth in hair care in 2014. New brands and products emerged, and the majority of them featured advanced technology and segmented solutions (according to hair type, specific needs and combined benefits), especially in hair loss treatments and styling agents.
In the case of shampoos, investment was also seen in terms of new images (designs and dispensers), alternative sizes (travel packs) and special promotions (including gifts with purchase and related products). Keratin and argan oil continued to dominate product development trends in 2014 amongst both mass and premium products.
It is noteworthy that men’s grooming saw greater dynamism, such as the case of 3-in-1 alternatives (hair care and body wash) and Head and Shoulders + Old Spice fragrance strategic bestseller alliances.
Procter & Gamble Interamericas de Costa Rica continued to lead hair care in 2014, with a 37% value share, followed by Unilever de Centroamérica with a 17% value share.
The strong position of both multinationals relies on the top-of-mind and broadly available brands Pantene, Head & Shoulders, Dove and Sedal.
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Companies are expected to continue betting on innovation and new product development in order to drive growth. Hair care could face a trend of low-priced products offering premium features, such as the case of the emerging locally manufactured products. The argan oil and keratin boom is anticipated to continue for at least another couple of years.
The intensifying activity regarding mergers, acquisitions, exclusive distribution (premium/mass within one brand), upgrading and downgrading (quality, positioning) and the remarkable import of salon-oriented brands (such as from Italy and Brazil) might offer new opportunities for products to be repositioned through worth of mouth and recommendations by hair specialists.
On the other hand, known brands such as Redken, Kérastase and Paul Mitchell might face increasing competition.
Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Costa Rica with research from Euromonitor’s team of in-country analysts.
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If you’re in the Hair Care industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.
The Hair Care in Costa Rica 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 Costa Rica?
* What are the major brands in Costa Rica?
* Which types of styling agents are most common?
* How are shampoos versus 2-in-1 products performing?
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