FMCG Business talked to retailers and suppliers to find out what’s new and driving sales in haircare and skincare.
“We are seeing an interesting trend in haircare at the moment: the “Skinification” effect,” explains Jeffrey Hutchinson, Category Manager – Toiletries at Woolworths.
“Taking care of your hair has become as important as looking after your skin. We are seeing this with suppliers adding ingredients such as collagen to their products. Consistent with this trend, the biggest area of growth within haircare is in the Naturals segment.
“It also seems that using just traditional shampoo and conditioner products is no longer enough – we are seeing growth in the add-on purchases of treatments and styling products.
“As in all categories, customers are seeking value. However, rather than trading down, we are seeing customers buying bigger pack sizes in brands that they regard as having more added benefits,” says Hutchinson.
Over the last 12 months there has been a continued trend in skincare towards customers looking for value, with a decline in the premium “Anti-Aging” segments of skincare, explains Hutchinson.
“Key active ingredients like Vitamin C and collagen are no longer found exclusively in high-end brands and have become common across a number of more traditional brands.
“The strongest growth is coming from therapeutic skincare as customers look for products that can treat their specific skin conditions.
“Customers are also seeking value in product format, with a continuing trend away from the convenience of facial wipes into more traditional facial washes.”
Skingredients and hair treatments are trending
Foodstuffs South Island Hair and Skincare Category Manager Talia Olsen confirms that haircare has seen an influx of products and sales towards “Skingredients”; key ingredients seen originally in skincare products.
“Things like keratin, collagen and hyaluronic acid are growing rapidly due to benefits associated with both scalp and hair health.
“While these types of ingredients first appeared in stores within super premium brands and in salons, they have been made more accessible to consumers in mass market channels like Grocery by brands such as OGX and L’Oreal Elvive.
“With cost-of-living still impacting shoppers wallets, households are pulling different basket-levers to save on essentials.”
Olsen says, “Within haircare, the two largest behaviour changing levers are shoppers buying more on promotion and buying bulk items. The average pack size for a shampoo and conditioner has risen over 10 grams or +2.5% over the last 12 months in NZ, with the growth even higher in Grocery at 15 grams or 3.3%.”
“The cobranded Bluey Palmolive range features high on the list of fastest-selling products this year. Both the 350ml and 1L products are still new to market, but growing steadily and catering to the core family shopper.
“Children are playing a larger role in household decision-making for consumer goods, so offering products that capture the hearts of younger consumers could help your haircare sales.”
Hair treatments remain the fastest-growing format within haircare. Olsen says, “Growth in treatments has surpassed 20% for both 2023 and 2024. The key formats to focus your range on are masks and oils, they make up the lion-share of treatment sales and continue to drive growth.”
Get your Glow with Glow Lab
Kiwi brand Glow Lab continues to dominate the natural personal wash category, holding the top spot as New Zealand’s #1 Natural Hand & Body Wash brand, with a market share of over 43% in NZ Grocery, says Emma Brown, Senior Glow Lab Brand Manager.
Known for blending the best of nature and science, Glow Lab has built a reputation on its range of bespoke, sophisticated fragrances available at accessible price points. With a design aesthetic that elevates any bathroom, their superhydrating, plant-based hand & body formulations are infused with mood-enhancing essential oils, to offer consumers a sensory experience that goes beyond just cleansing.
This year, Glow Lab expands its range with two new innovative body wash products that go beyond just fragrance, with the launch of their AHA + BHA Exfoliating Body Wash and their Soothing Oat Milk Body Wash. These new additions further enhance the brand’s dominance in the body care category, catering to growing consumer demand for functional, science-backed body care solutions.
Brown explains: “Glow Lab’s new launches align with key trends in the booming body care market, which is projected to grow at a 6.7% global CAGR . Younger consumers, particularly Gen Z, are driving this growth. A recent survey shows 57% of Gen Z now incorporate a regular body care routine into their daily lives, with 65% of these consumers having added an extra step to their routine in the last year.” Glow Lab is tapping into this trend with a new duo that addresses rising demand for body care products positioned around key active ingredients, for leading concerns such as skin barrier health, body bumps and acne.
“Glow Lab’s AHA + BHA Exfoliating Body Wash is formulated to gently smooth skin without harsh physical exfoliants. Using the power of Alpha Hydroxy Acids (AHAs) and Beta Hydroxy Acids (BHAs), it helps to remove dead skin cells, unclog pores, and smooth bumps and breakouts. Infused with a refreshing Passionfruit and Guava fragrance, it’s ideal for those concerned with skin texture, body acne, and overall smoothness.”
“For those with dry or sensitive skin, Glow Lab’s Soothing Oat Milk Body Wash offers a calming alternative. Enriched with Colloidal Oatmeal and Manuka Honey, this formulation soothes irritation and helps hydrate and maintain the skin’s natural moisture barrier. With a rich, comforting Vanilla and Tonka Bean fragrance, this body wash is perfect for consumers looking to nourish and protect their skin.”
*Circana, NZ Grocery T. Natural Body Wash (44.3%), Natural Hand Wash (43.5%) QTR to 18/08/24. Straits Research, Global Skincare Body Products Market 2022-2030. Cosmetics Design, What’s Next for the Body Care Boom, Feb 2024. SPATE, Beauty Trend Report 2024. Source: Circana MarketEdge Grocery
Only Good wins Gold at Australasian Packaging Innovation & Design Awards
After winning the Best Packaging Design Award at the 2024 New Zealand Society of Cosmetics Conference, Only Good has further added to the silverware, recently winning the prestigious Australasian Packaging Innovation and Design Award in the Health and Beauty category.
Only Good went through a significant re-brand and packaging overhaul late 2023, aiming to reclaim the position as the go-to ‘only good’ personal wash range in the New Zealand grocery market.
While beautiful aesthetics was of high importance, it was imperative that the packaging delivered strongly within the brand ethos, of being “good inside and out”.
The decision was made to utilise a multi-faceted approach to reducing plastic waste, by developing a packaging solution that is recyclable, renewable and reuseable. Responsible HDPE options, such as Sugar Cane HDPE and Recycled HDPE have been utilised as combinations across all products.
Functionality was also carefully considered, with the pump
featuring a large, flat surface area to press – great for children and elderly consumers.
The packaging is designed for multiple repeat uses, with all hand washes available in an economical 600ml refill format.
In the pursuit of ongoing improvement and excellence, Only Good has recently joined the Recircle program as a founding member. Recircle utilises “smart bins” at collection points that allow consumers to return their empty vessels to the manufacturer. This allows Only Good to recover the used packaging, and clean and re-use the bottles and componentry where possible.
