Sales of haircare, skincare, and shaving products have slumped during the coronavirus lockdown. Almost a quarter of personal care products are related to people going to school or work, and these have hit according to Unilever’s recent sales report.
Graeme Pitkethly, Unilever’s chief financial officer, expects this trend to continue past the pandemic. As he explains, “people are likely to spend more time at home, more time cooking — which is good for us — and maybe less personal care occasions, this nesting idea”.
The decline in daily shampooing has been an on-going trend. As BusinessWire reports:
“Consumers are likely to wash their hair less often and cut down on salon visit due to increased concern about the harmful effect of chemicals on hair. Despite declining, hair care market in countries such as the UK, shampoos, and conditioners were least affected comparatively. Shampoo market in the UK is witnessing a volume CAGR of 0.1% during the forecast period. About 40% of the women in the UK wash their hair less in 2017 compared to the previous year.”
“Moreover, women likely to keep their hair unwashed for up to 4 days with one in 20 women leave it unwashed for ten days. About 86% of the British women wash their hair weekly which affected the shampoo market size. The increased fashion for long hair in France helped to maintain the shampoo consumption volume in the country.”
The decline in shampoo sales has not been uniform, however. Shampoo-bars and natural haircare alternatives have grown massively in recent years. One Yorkshire based company specialising in eco-friendly shampoo bars has seen a 300% increase in sales during the pandemic. Sulfate-free products have also also seen an increase in popularly, as consumers turn away from palm-oil based SLS.