Market Trends of Sweden Hair Care Industry
Increasing Hair Health Consciousness
Consumers in the country are becoming conscious of their hair care products and the ingredients in them. They are becoming aware of the chemical ingredients like paraben, aluminum, and sulfate in hair care products and are avoiding the usage of chemical-rich hair care products like shampoos, conditioners, and other products. Additionally, hair damage has become a major issue in the country owing to pollution and environmental changes as well. Additionally, demand for natural/organic hair care products is increasing in the country owing to their benefits over chemical shampoos. Organic hair care products maintain the ph and acid balance of the scalp and give stronger hair. Market players are launching new and organic hair care products by considering the demand. For instance, In May 2021, Coconut water brand Vita Coco launched European haircare with shampoos, conditioners, and treatments, focusing on nourishing dry hairs and repairing damaged hair and scalp.
Increasing Demand for Shampoos
Consumer demand for different types of shampoos based on their hair problem and hair type is increasing. Due to rising disposable income and a more working population, stress and anxiety issues are increasing among consumers which are leading them to hair loss problems like baldness, dandruff, grey hair, weak hair, and many more. Owing to this, consumer demand for dermatologically tested shampoos is increasing. The market players are forming mergers and acquisitions to expand their business and innovate new products. For instance, in September 2022, Estée Lauder Companies and Balmain entered a partnership to launch Balmain beauty, a line of luxury beauty products. Under the agreement, the companies will work together to develop, produce and distribute the product line that appeals to affluent consumers worldwide, including in Europe.
