Rexam expects hair care to drive growth for packaging in APAC

By Andrew McDougall

- Last updated on GMT

Related tags Hair care Japan Bric

Rexam expects hair care to drive growth for packaging in APAC
The UK-based packager has announced that it expects hair care, which has the largest share in Asia Pacific, to experience the fastest growth in the region.

The hair care category occupies a 57 per cent share of the market in Asia Pacific, and is expected to grow at nine per cent a year, according to Rexam’s Consumer Packaging Report.

Within the hair care category, hair colourants are expected to be the star performer, outperforming all others and attributing most to growth.

In countries such as India and China, Rexam states it is seeing significant changes in hair care habits, affecting the demand for particular products, thus affecting the packs that are demanded from manufacturers.

In China, there are more added value products being introduced, such as conditioners and styling agents, which is being helped by the development of specialist retailers.

Indian consumer historically bought shampoo and conditioners as well as family use products, but now the tide is turning and purchases are taking on a more targeted form.

In both China and India hair colouring has shown dynamic growth whilst Rexam reports bath & shower as a significant category with a 20 per cent share of the market.

Soaps and skin categories

Bar soap is the biggest sub category accounting for almost nine out of ten sales, although Rexam has reported that body washes and liquid soaps are on the rise at an above average rate, as they are perceived as being more convenient and adding value through features such as antibacterial properties.

As for skin care, Rexam expects the market to grow at around seven per cent year on year with China and Japan as the two biggest markets, followed by Indonesia and India.

In Japan especially, consumers attach a great deal of importance to their facial skin care routine, and maintain a good use of a range of products despite the economic hardship.

According to a Euromonitor report, research indicates that six in ten Japanese women cleanse, exfoliate and use toner every day, three times the amount of women in the US.

As well as skin and hair care, deodorants are also expected to grow strongly in Asia Pacific, with Rexam noting that scents and formulation are becoming more and more sophisticated.

The packaging firm also stated that in emerging markets there is a tendency for low income consumers to use body sprays as a cheaper substitute for fragrances, thus contributing to further growth in this category.

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