Boston, MA -- (ReleaseWire) -- 06/12/2014 -- In 2013 hair care registered above average growth, with a 16% increase in current value terms, compared with the review period CAGR of 14%. The growth in the category was mainly fuelled by the launch of new and sophisticated products in the last two years of the review period, which aim to nourish and protect hair. Examples of these products are Gliss Marrakesh Oil & Coconut shampoo and conditioner by Turk Henkel Kimya in 2013.
In 2013 Procter & Gamble Tuketim Mallari led hair care, accounting for a 24% value share. The company owns the strong brands Pantene, Blendax, Head & Shoulders and Rejoice. In the last two years of the review period the company launched a number of new products under these brands, including Head & Shoulders specifically designed for women, and a series of products with sophisticated properties. In 2013 the company launched Pantene Yag Terapisi (Oil Therapy), a series that consists of standard shampoo, conditioner and hair protection oil, which contains argan oil and promises to repair hair by around 99%. The company also launched other products, such as Pantene Aqua Light shampoo and conditioner in 2013, aimed at strengthening thin hair. The company, however, lost some share to its competitors Unilever and L'Oreal, which were more active in terms of new launches and advertising.
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Over the forecast period hair care is predicted to see a value CAGR of 5% at constant 2013 prices, down from a CAGR of 6% registered over the review period. The lower growth will be due to saturation in hair care. Value growth at constant 2013 prices will be stimulated by the launch of hair care products which contain properties such as oils, or are designed for different hair types and hair-related problems, such as for dandruff and hair loss problems.
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The Hair Care in Turkey market research report includes:
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