Market Trends of Russia Salon Hair Care Industry
Increased Spending on Hair Care Due to Raised Concerns about Hair-related Issues Drive the Market.
- Russia witnessed significant growth in the female employment rate in the recent past. This resulted in an increasing need for beauty solutions, as this population is more concerned with personal care and inclination toward beauty care products. There's a rise in demand for specialized products due to deep concerns about hair-related issues. Hair textures and hair and scalp-related problems vary from person to person. Some people might have damaged or dry hair, while others have to deal with breakage and hair fall problems.
- Increased hair loss due to changing lifestyles and environmental exposure have primarily driven the hair care products market growth in Russia. The rise in the aging population, coupled with a surge in hair fall problems, will likely contribute to the development of the hair care market in the forecast period.
- Moreover, the growing inclination of the consumer to use hair loss treatment products instead of hair loss treatment solutions due to the high cost involved in lesser therapy and hair transplant surgery is supporting the sales of hair loss treatment products, such as shampoos and conditioners. Therefore, companies invest in research and development (R&D) to innovate products addressing consumer hair care issues/ problems.
- For instance, in May 2021, the Italian brand Nashi Argan launched a line of hair products in Russia. The collection included seven products: smoothing cream, beachy hair lotion, curl-enhancing moisturizer, shimmer and shine lotion, strong hold hairspray, natural hold hairspray, and voluminous mousse. Furthermore, according to L'Oréal Russia, 54% of its CPD products sold in Russia Hub are produced in Russia. CPD (Continuing Professional Development) is an ongoing training structure to support hair and beauty salon staff.
- In addition, according to UN Comtrade, in 2021, the Russian Federation imported shampoos of import value USD 201,407 thousand, while the significant exporting countries include Romania, France, Italy, Belarus, and Korea. Also, Russia is among the top five importers of Shampoos products among other countries worldwide. The high import value indicates the region's demand and needs for hair care products. Hence, all the mentioned factors are major driving factors for the Russian Salon Haircare market.
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Hair Color Segment Dominates the Russian Market
- Hair color is the highest growing segment in the market, driven by the younger generation's interest in experimenting with their hair, like applying different colors, and the older generation's interest in coloring graying hair. According to the World Bank statistics, in 2021, the majority of the Russian population ranges from 15 to 64 years, contributing 66.69% of the population. Therefore, the application of hair color is expected to increase.
- Salons provide more professional and precise service, or application, of these hair colors on hair, thus driving more customer satisfaction from salons. Therefore, the younger generation of Russia may mainly increase its footfall in salons, as they may get customized and high-quality services from professionals. These professionals have experience in dealing with complicated customer demands, and they make their customers aware of the latest trends in the hair color market in Russia.
- Furthermore, as the standard type of hair of Russians is blonde, there is a demand for artificial colorants to cover the original color of their hair. This, in turn, drives the need for hair bleachers, which help in holding the light-color pigments.
- The Internet and social media, in particular, can potentially increase hair color product sales, given the impact and recommendations of influencers. Leading hair care companies like L'Oréal, Unilever, and Procter & Gamble use social media platforms like Instagram and YouTube to launch new products and engage consumers through tutorials and marketing initiatives. Thus, brands heavily invest in advertising and marketing promotions to attract a broader consumer base.
- For instance, around EUR 10.59 billion (USD 12.40 billion) was spent on advertising and promotion by L'Oréal in 2021, up from EUR 8.65 billion (USD 9.55 billion) in 2020. Similarly, Unilever invested EUR 6.84 billion (USD 7.56 billion) in brand marketing in 2021. Therefore, Russian consumers are driven by social media trends and other technical advancements, which have led to the evolution of the concept of advanced grooming and beauty for both males and females.
- Therefore, the Russian population, particularly the younger population, is looking for customized, consumer-centric services for their hair, so they follow the latest trend in the hair fashion industry. These salons guide them to keep their hair nourished regularly. Hence, all the above factors boost the hair color market segments and the Salon Hair Care Market in this region.
