The intensive conditioner market is projected to record a CAGR of 2.3% during the forecast period (2020 - 2025).
- The market is primarily driven by the increasing consumer demand for deep hair conditioning due to lack of time, along with rising disposable income across the various regions. Furthermore, frequent launches of advanced deep conditioner products from the key players are boosting the market growth, globally. For instance, in 2019, L'Oréal Paris launched a new line under Elvive - Elvive Rapid Reviver Deep Conditioners, a range of 3 products that have no wait time and work deep to repair hair damage fast.
Key Market Trends
Supermarkets/Hypermarkets to Dominate the Global Market
Supermarkets/hypermarkets hold the most significant share in the global market, which is further expanding at a faster pace in countries of Europe, North America, and the Asia-Pacific region. Moreover, supermarkets are applying various mixes of promotional activities to make customers prefer supermarkets. However, the market is likely to face a slow down during the coming years, owing to the price competition among the major market players, growing maturity of products and consolidation of own-label brands by big supermarkets, which are quickly expanding their operations in zones like Eastern Europe.
Asia -Pacific to have the Fastest Growing Market
Asia-Pacific is recorded to have the fastest-growing market for intensive conditioner sales strongly driven by the growing consumer interest in hair care, along with the rising disposable income of people in the region. Also, the increasing concentration of working women population in the Asia Pacific, which is resulting in a lack of time for conditioning has risen the demand for deep conditioners. Furthermore, the expansion of retail stores in the region has fueled market growth. Also, an increase in the concentration of internet users in the Asia-Pacific has strongly impacted the e-retail market. A variety of brands available at low cost in online retail has attracted customers. The bulk price offered by online retail is further boosting the online market growth. Convenience stores and specialist retailers combined accounts for 35% of the distribution channel sales for hair conditioners.
The intensive conditioner market is consolidated in nature owing to the presence of a few major global and domestic players. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers. Key players dominating the market include P&G, L’Oréal Paris, Kao Corporation, E.T. Browne Drug Co., and Briogeo Hair Care, among others.
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