Boston, MA -- (ReleaseWire) -- 06/27/2014 -- Hair care registered decent growth during 2012. On the one hand, rising value sales of hair care are mainly the result of unit price increases, while on the other Estonians continued to exercise much more freedom in their purchases of hair care products, favouring products which carry higher unit prices much more than in previous years. As many Estonian women are now taking more care to ensure that they always have beautiful and healthy hair, the popularity of hair care products which are free from parabens and silicones improved significantly in Estonia towards the end of the review period. This also meant that demand for natural and organic hair care products increased during the year as well, in spite of the higher prices charged for these types of products.
LOreal led hair care in Estonia in 2012 with a retail value share of 12%. The company assumed leadership in the category during 2012 from its major rival Procter & Gamble, which slid into second position as its value share declined to 11% from 14% in 2011. This is thanks to the strong levels of promotion, attractive unit prices and relatively high levels of perceived quality of L?Or?al?s hair care products in Estonia. In addition, improvements in L?Oreal?s competitive position in hair care during the forecast period were also supported by constant new product development during 2012.
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Hair care is set to continue recording positive growth in Estonia over the forecast period thanks to the fact that increasing numbers of Estonians are paying greater attention to the importance of maintaining beautiful and healthy hair. Due to rising health awareness among the majority of Estonian consumers, hair care products which do not contain potentially dangerous ingredients are likely to become more popular during the forecast period. It should also be noted that the popularity of hair oils is expected to increase during the forecast period. In addition, hair care in Estonia is facing ongoing price increases.
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The Hair Care in Estonia market research report includes:
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Product coverage: 2-in-1 Products, Colourants, Conditioners, Hair Loss Treatments, Perms and Relaxants, Salon Hair Care, Shampoos, Styling Agents.
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