The hair care category in Sweden is predicted to grow at a CAGR of 2.4% towards 2017, according to Canadean.
Shampoos account for the lion’s share of the category, with a value and volume share of 38.4% and 39.5% respectively in 2012. The shampoo sub-category is also predicted to experience the fastest value CAGR towards 2017, up 2.9%, while volume is expected to grow 1%.
After shampoos, colourants account for the second largest value and volume share of the hair care category at 22.3% and 22% respectively. It is predicted to grow by 2.1% in value terms and 1% in volume terms towards 2017. Styling agents account for the third largest slice of the Swedish hair care market, with value and volume shares of 20.5% and 20.1% respectively, while perms and relaxers account for the smallest value share of 5.5% and volume of 5.3%.
When it comes to Swedish retail channels, the largest share of sales in hair care comes from hypermarkets and supermarkets. This outlet is followed by health and beauty stores, which accounts for the second largest share, then drug stores and pharmacies, and then department stores.