The Report Country Profile: Haircare in Malaysia gives a detailed analysis on the haircare industry in Malaysia. The report identifies high potential categories and explore further market opportunities based on detailed value and volume analysis. The report analyses existing and new players’ key distribution channels to identify and evaluate trends and opportunities. The report will help to gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning. Significant emphasis has been placed on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion. Analysis on key macro-economic indicators such as real GDP, nominal GDP, consumer price index, household consumption expenditure, population (by age group, gender, rural-urban split, and employed people and unemployment rate along with economic summary of the country along with labor market and demographic trends are included. The top players in the market are Unilever, L`Oreal S.A., Procter & Gamble, Coty Inc., Colgate-Palmolive Company, Mandom Corporation, Johnson & Johnson Services Inc and Marico Ltd.
Malaysia has a large population of first – time working women. This means increased disposable income and is expected to have a positive growth on the hair care industry in Malaysia. Over the trends in the past years, the Malaysian customers prefer using natural products that inflict lesser damage to their hair. The customers are very conscious about the post effects of cosmetics and are wary about the products they use. Organic colours are preferred over ammonia and paraben containing colours due to the awareness. Hair colour and shade preferences depend on their skin colour and most commonly used colours are red and brown. The hair straightening products do not have much demand here due to the negative effects and hair damage post straightening.
Many social media influences in YouTube and Instagram are helping people carry out hair services at home by themselves; thus, increasing the hair care products which are convenient to use like home kits over professional salon services. The market for hair care is highly fragmented and has both international and local players competing with each other. But the nature of the products saw more natural ingredients to suit the local needs of the customers. Due to the strong competition. There is a strong price competition between these brands and are expected to launch more creative brand positioning strategies.
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Ankur Gupta, Head Marketing & Communications