In the current economic climate, shoppers have been forced to make cutbacks in their budget. However, the latest data from Kantar Worldpanel on the situation of the professional hairdressing channel in the beauty industry shows that sales of professional hairdressing products have grown over the past year (3% more in average expense), as consumers are unwilling to sacrifice their beauty treatments, although now they use them at home.

In this context, the professional channel is growing faster than others. Even if only 8% of beauty shoppers have bought in 2014 products in the professional channel, every year there are more consumers who demand professional hairdressing products (In Spain, they spent 3% more in 2014 than in 2013) and are 37% stay loyal and repeat purchase.

The beauty and hairdressing market continues its resilience but there is a significant potential for future growth with the attraction of new consumers. The past year has seen older shoppers (aged +50) become more of an influential consumer group within beauty. This group, more than other ages, select brands which demonstrate quality credentials. And over 50s are more brand loyal than any other age group. On the opposite side, young people (under 25) are also a major potential consumer group. Men are also a clear target growing potential, as every year they buy more hairdressing products and venture into salons. Men’s grooming tools for example are among the largest euro growth drivers in the overall personal care industry.

According to the report, only in Spain for example, 26,6 million of people attended beauty salons at least once in 2014, the same who did so in 2013. The average expenditure decreased from 23€ per visit in 2012 to 21€ per visit in 2014. However, in return, professional product purchasing has increased, thanks to the professional prescription of hairdressers. Thus, expert recommendations present itself as a considerable opportunity for hair salons to recover visits and sales.