Boston, MA -- (ReleaseWire) -- 08/01/2014 -- When it comes to hair care, Peruvian consumers are increasingly becoming more demanding, opting for products that satisfy more than the basic need to keep hair clean. For instance, women look for products that take care of their type of hair (straight, curly, coloured), and specific hair condition, such as oily or frizzy hair, or hair requiring volume definition. In turn, men are opting for products that prevent or combat hair loss. In addition, some consumers are becoming interested in products that offer improved hair care results, such as conditioners, which improve the hair's health or provide shiny hair. In response, leading manufacturers continue to develop complete lines of hair care products, such as shampoo, conditioners and styling agents, that take care of different types of hair and consumers' concerns. As a result, hair care posted 8% growth in current value terms in 2013.
Procter & Gamble continues to lead with a 29% value share in 2013. The company benefits from carrying top of mind brands, such as Head & Shoulders, Pantene and Pert, which operate within shampoos and conditioners. In addition, the company frequently engages in product innovation and occasionally supports its leading brand Head & Shoulders through TV advertisements and point-of-sale advertising. Furthermore, the company relies on a strong distribution network. L'Oreal ranked in second position mainly because it leads in colourants, in which it achieved a 68% value share in 2013.
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Hair care will achieve a CAGR of 5% in value sales at constant 2013 prices, which is slightly above the performance observed over the review period. The development will be underpinned by growing demand for added-value products that take better care of hair. Furthermore, key players will continue to invest in improving segmentation among genders and providing solutions for common hair concerns.
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The Hair Care in Peru market research report includes:
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Our market research reports answer questions such as:
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Product coverage: 2-in-1 Products, Colourants, Conditioners, Hair Loss Treatments, Perms and Relaxants, Salon Hair Care, Shampoos, Styling Agents.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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