Published on July 27th, 2021 | by The GC Team0
The barnet is back: haircare gets new lease of life
Sales of hairdryers and styling products rose in volume and value in the first half of 2021 with the unit value of hairdryers growing by an impressive 20%-plus.
While lockdown created an unprecedented surge in home hair treatments and colourants, the expectation that we’d be back in the driving seat by summer due to the vaccine programme moving ahead at pace and the prospect of life returning to some semblance of normality brought with it the ambition to create the salon-perfect finish at home.
The outlook brought about a significant increase in the unit value of hairdryers as consumers chose to trade up to some of the more premium items on the market, such as those with ionic technology, according to GfK, and the probability that prices were also driven up by shortages in the supply of more basic models is also mooted by the research analyst.
Sales volumes in Hairdryers rose 7.4% for the year to week 27, while in the same timeframe value increased 21.7% as people turned to more expensive appliances.
Kelly Whitwick, UK Retail Lead for Market Insights at GfK, said: “It looks like consumers have been buying hairdryers and hair stylers in anticipation of lockdown lifting and being able to return to work, and to seeing people in social situations once again.”
In the Hair Styler category, unit sales growth was recorded at 15.3% year-on-year for the 27 weeks; however, in contrast to Hairdryers, value fell 5.9%.
The number of sales made online grew in both categories: 30.7% for hairdryers and 8.5% for styling products.
While the demand is there in the Hairstyling category, as rising sales volume shows, Whitwick believes the decline in value underlines the importance of innovation in the small domestic appliance market, suggesting, in this instance, a lack of it.
Hmmm… we’re sure James Dyson – creator of the c.£450 Airwrap Styler – would disagree.