Hair colourants are having a moment in the spotlight, according to new research by Mintel, which revealed that the sub-category not only accounted for 15% of global new hair care product launches in 2012, but was also the only hair care sub-category to increase its share of global product development.
The largest market for hair colourants in Asia Pacific is Japan, which generated $1bn worth of sales in 2012. On the other hand, in Europe, the UK represents the largest market, totalling an estimated $550m in sales in 2012.
Despite Japan currently dominating the hair colourant market in Asia Pacific, Mintel predicts that India will be the country to watch going forwards over the next five years; the hair colourant market here, valued at an estimated $382m in 2012, is expected to grow a hefty 110% from 2012-2016.
Vivienne Rudd, Director of Global Insight, Beauty & Personal Care at Mintel, said: “There is scope for the hair colouring category to recruit new users with new formats and formulations that promise ease of application and enhanced performance. In developing markets such as India, these developments will help to encourage consumers to trade up from traditional, low cost products to more sophisticated products that use familiar ingredients and claims, and add a more cosmetic twist, promising luxuriant, shining colour and professional results at home.”
When analysing new product launches of hair colourants, the most popular claims are those that help to brighten or illuminate the hair, long lasting, ease of use and botanical/herbal. China is identified as a market where botanical, herbal and natural colourants hold great promise, as these types of hair colourants already account for 76% of total launches in the sub-category.