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According to Canadean,hair colorants and shampoo are the two largest areas of the Japanese hair care market, both by volume share and value share. And while hair colorants is the largest category at the moment, the styling agents category is expected to close the gap over the next five years. Styling agents are expected to grow at 3.4% annually, ahead of hair colorants at 3.3%, while shampoo races ahead at 3.6%.
The popularity of hair dying among young female Japanese consumers means that hair colorants had the largest share of the sector in 2012, with value and volume shares of 31.7% and 31.6% respectively. Despite the maintenance and care colored hair needs, the hair colorants and conditioner categories will record the slowest growth of any category within Japan’s hair care sector, according to findings in a new report from Canadean. The conditioner category is expected to record identical growth to that of shampoo until 2017.
Hair care as a whole is one of the slowest growing sectors in Japan. With a value CAGR of just 4% to 2017, it lies in sixth place behind oral hygiene and ahead of male toiletries.