>> TRENDS
Growth in total hair care current value sales in 2011 was up slightly on 2010, and also stronger than the CAGR for the review period as a whole. Though partly due to high inflation, this improvement was also underpinned by the positive performance of the Malaysian economy, which gave consumers the confidence to increase spending on hair care and trade up to advanced formula products offering better functionality, greater convenience and other added value benefits. New launches, price promotions and other marketing activities also fuelled this trend. However, due to increasing maturity and the lingering effects of the economic crisis, volume growth rates for the majority of hair care categories were down on 2010, and also slower than the CAGRs for the entire review period.
>> COMPETITIVE LANDSCAPE
Unilever remained the leading hair care player in 2011 with a value share of 22%. With a broad portfolio that includes popular global brands like Brylcreem, Sunsilk, Dove and Clear, the company ranked first in styling agents, and finished in second place in the shampoos and conditioners categories. Procter & Gamble was the second leading player overall, claiming a value share of 17% thanks to the combined strength of its Pantene, Rejoice, Head & Shoulders and Clairol Herbal Essences ranges. Procter & Gamble was the number one company in shampoos and conditioners. Unilever and Procter & Gamble have been present in Malaysia for many years, and both companies are renowned for offering high quality products at reasonable prices across several different beauty and personal care categories. Moreover, both have extensive distribution networks and invest consistently in the development and promotion of new added value hair care products. Other prominent competitors in hair care in 2011 included L’Oréal, Mandom, Kao (M) Sdn Bhd, Unza, Marico Malaysia Sdn Bhd, Wella (M) Sdn Bhd and Tohtonku.
>> PROSPECTS
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