2014-01-21 22:54:02 - Hair Care in Canada - a new market research report on companiesandmarkets.com
The competitive landscape in hair care in Canada is quite concentrated, with the top two players accounting for over one half of retail value sales in 2012. L´OrÃ©al Canada and Procter & Gamble held retail value shares of 30% and 27%, respectively. L´OrÃ©al overtook Procter & Gamble in 2006. Alberto-Culver Canada (a subsidiary of Unilever Group) and Unilever Canada are ranked third and fourth places with retail value shares of 8% and 3%, respectively.
Companies are marketing their products as effective alternatives to visiting a hair salon. They are creating highly specialised products that are directly in line with the latest fashions. In terms of shampoos, conditioners, styling agents and colourants, consumers remained price flexible as a result of new, innovative
product formulations. Hair strengthening and health benefits were popular claims on the manufacturer-side. Producers added strengthening components to shampoo formulae, such as keratin, as well as natural oils and fruit extracts.
While shampoos and conditioners are regular purchases for the vast majority of Canadians, the appetite for premium and salon hair care products will be contingent on a sustained recovery in the wider Canadian economy. As the same time, manufacturers need to strike a fine balance between innovative hair care formulations and competitive pricing for cost conscious consumers. Innovations which promote hair health, including sulphate-free shampoos and conditioners, are anticipated to be big winners over the short to medium term.
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