Hair care products to most likely drive personal care packaging growth, which is expected to increase globally by 5% annually to 147 billion units by 2014, with emphasis on emerging markets, Rexam says

Bdebbie Garcia

LOS ANGELES , October 14, 2011 (Industry Intelligence) – Rexam PLC forecasts that future growth in personal care packaging will be driven by hair care, CosmeticDesign.com reported on Oct. 11.

Worldwide, hair care accounted for 40%, or 49 billion units, of the total 122 billion units in 2010’s personal care packaging market, which is forecast to grow 5% a year to reach about 147 billion units by 2014, according to London-based Rexam.

Hair care and shower and bath are the biggest categories in the personal care market worldwide, except in Asia, where hair care is No. 1 due to population. Deodorants is another popular category and one that is growing in emerging markets, CosmeticDesign.com reported.

Emerging markets will continue to be the driver of global sales, particularly in bath and shower products, while traditional markets like the U.S. and Western Europe continue to languish.

The major markets of Brazil, Russia, India and China will be the focus, as their bigger populations counterbalance low per capita spending in the BRIC countries, CosmeticDesign.com reported.

The growing trend in emerging markets to use deodorant daily is pushing global growth in that category. In Latin America, consumers tend to use deodorants as body sprays, especially in Brazil.

Western Europe, the U.S. and Japan accounted for 50% of hair care product sales in 2010, and they had the highest per capita consumption, Rexam data indicated.

In the hair care category, consumers are looking for simple-yet-specific products that offer straightforward solutions, are easy to use and have added value. Home hair coloring and styling products, like for root touch-up, will drive growth in this category, according to Rexam, CosmeticDesign.com reported.

The primary source of this article is CosmeticsDesign.com, Montpellier, France, on Oct. 11, 2011.

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