Hair Waving Or Straightening Preparations Market

The article analyzes the global market for preparations for permanent waving or straightening of hair, forecasting an upward consumption trend with a CAGR of +3.8% from 2022 to 2030. Turkey leads both consumption and production, with the United Arab Emirates being a major exporter. Key trends in consumption, production volumes, import/export data, and average prices are discussed in detail, providing a comprehensive overview of the market dynamics.

Market Forecast

Driven by increasing demand for preparations for permanent waving or straightening of hair worldwide, the market is expected to continue an upward consumption trend over the next eight years. Market performance is forecast to decelerate, expanding with an anticipated CAGR of +3.8% for the period from 2022 to 2030, which is projected to bring the market volume to 387K tons by the end of 2030.

In value terms, the market is forecast to increase with an anticipated CAGR of +5.1% for the period from 2022 to 2030, which is projected to bring the market value to $1.8B (in nominal prices) by the end of 2030.

Consumption

World Consumption of Preparations For Permanent Waving Or Straightening Of Hair

Global hair waving or straightening preparations consumption rose slightly to 286K tons in 2022, increasing by 1.5% compared with the previous year's figure. Over the period under review, the total consumption indicated resilient growth from 2012 to 2022: its volume increased at an average annual rate of +6.9% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption decreased by -0.4% against 2020 indices. Global consumption peaked at 287K tons in 2020; however, from 2021 to 2022, consumption failed to regain momentum.

The size of the market for preparations for permanent waving or straightening of hair worldwide contracted modestly to $1.2B in 2022, approximately equating the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). Overall, the total consumption indicated a perceptible increase from 2012 to 2022: its value increased at an average annual rate of +4.7% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption increased by +1.3% against 2020 indices. Over the period under review, the global market attained the maximum level at $1.4B in 2019; however, from 2020 to 2022, consumption stood at a somewhat lower figure.

Consumption By Country

Turkey (161K tons) constituted the country with the largest volume of hair waving or straightening preparations consumption, accounting for 56% of total volume. Moreover, hair waving or straightening preparations consumption in Turkey exceeded the figures recorded by the second-largest consumer, China (22K tons), sevenfold. The United States (14K tons) ranked third in terms of total consumption with a 5% share.

In Turkey, hair waving or straightening preparations consumption increased at an average annual rate of +27.8% over the period from 2012-2022. The remaining consuming countries recorded the following average annual rates of consumption growth: China (+0.5% per year) and the United States (-0.6% per year).

In value terms, Turkey ($563M) led the market, alone. The second position in the ranking was held by the United States ($108M). It was followed by China.

From 2012 to 2022, the average annual growth rate of value in Turkey amounted to +26.4%. The remaining consuming countries recorded the following average annual rates of market growth: the United States (-0.2% per year) and China (-1.5% per year).

In 2022, the highest levels of hair waving or straightening preparations per capita consumption was registered in Turkey (1,885 kg per 1000 persons), followed by Italy (119 kg per 1000 persons), Russia (61 kg per 1000 persons) and the United States (42 kg per 1000 persons), while the world average per capita consumption of hair waving or straightening preparations was estimated at 36 kg per 1000 persons.

In Turkey, hair waving or straightening preparations per capita consumption increased at an average annual rate of +26.1% over the period from 2012-2022. The remaining consuming countries recorded the following average annual rates of per capita consumption growth: Italy (-0.3% per year) and Russia (+16.7% per year).

Production

World Production of Preparations For Permanent Waving Or Straightening Of Hair

In 2022, the amount of preparations for permanent waving or straightening of hair produced worldwide amounted to 295K tons, surging by 4.4% against 2021 figures. Over the period under review, the total production indicated resilient growth from 2012 to 2022: its volume increased at an average annual rate of +6.9% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, production increased by +74.9% against 2016 indices. The most prominent rate of growth was recorded in 2017 when the production volume increased by 37%. Over the period under review, global production attained the peak volume in 2022 and is expected to retain growth in years to come.

In value terms, hair waving or straightening preparations production contracted modestly to $1B in 2022 estimated in export price. In general, production saw a pronounced expansion. The most prominent rate of growth was recorded in 2019 with an increase of 39% against the previous year. As a result, production attained the peak level of $2B. From 2020 to 2022, global production growth remained at a somewhat lower figure.

Production By Country

Turkey (161K tons) remains the largest hair waving or straightening preparations producing country worldwide, comprising approx. 55% of total volume. Moreover, hair waving or straightening preparations production in Turkey exceeded the figures recorded by the second-largest producer, China (24K tons), sevenfold. The United States (15K tons) ranked third in terms of total production with a 5% share.

From 2012 to 2022, the average annual growth rate of volume in Turkey stood at +27.8%. In the other countries, the average annual rates were as follows: China (+1.4% per year) and the United States (-1.9% per year).

Imports

World Imports of Preparations For Permanent Waving Or Straightening Of Hair

In 2022, overseas purchases of preparations for permanent waving or straightening of hair increased by 5.4% to 34K tons, rising for the second year in a row after two years of decline. Over the period under review, imports, however, recorded a noticeable setback. The pace of growth was the most pronounced in 2013 with an increase of 8.2%. As a result, imports reached the peak of 50K tons. From 2014 to 2022, the growth of global imports remained at a somewhat lower figure.

In value terms, hair waving or straightening preparations imports rose notably to $194M in 2022. In general, imports, however, saw a mild shrinkage. The most prominent rate of growth was recorded in 2018 when imports increased by 12%. Over the period under review, global imports attained the maximum at $227M in 2013; however, from 2014 to 2022, imports stood at a somewhat lower figure.

Imports By Country

In 2022, Tanzania (2.4K tons), the United Arab Emirates (1.9K tons), the Netherlands (1.9K tons), Saudi Arabia (1.8K tons), the United States (1.5K tons), Ghana (1.1K tons), Indonesia (1.1K tons), Thailand (0.9K tons), Mali (0.8K tons), India (0.8K tons), France (0.7K tons) and Vietnam (0.7K tons) was the main importer of preparations for permanent waving or straightening of hair in the world, committing 47% of total import. Angola (656 tons) followed a long way behind the leaders.

From 2012 to 2022, the most notable rate of growth in terms of purchases, amongst the main importing countries, was attained by India (with a CAGR of +22.6%), while imports for the other global leaders experienced more modest paces of growth.

In value terms, the largest hair waving or straightening preparations importing markets worldwide were the Netherlands ($17M), Saudi Arabia ($15M) and the United Arab Emirates ($12M), together comprising 23% of global imports.

The Netherlands, with a CAGR of +22.7%, saw the highest growth rate of the value of imports, in terms of the main importing countries over the period under review, while purchases for the other global leaders experienced more modest paces of growth.

Import Prices By Country

In 2022, the average import price for preparations for permanent waving or straightening of hair amounted to $5,771 per ton, surging by 3.3% against the previous year. Over the last decade, it increased at an average annual rate of +1.9%. The most prominent rate of growth was recorded in 2018 when the average import price increased by 9.9% against the previous year. Over the period under review, average import prices hit record highs in 2022 and is expected to retain growth in years to come.

Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was the Netherlands ($8,842 per ton), while Angola ($702 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by France (+3.9%), while the other global leaders experienced more modest paces of growth.

Exports

World Exports of Preparations For Permanent Waving Or Straightening Of Hair

In 2022, the amount of preparations for permanent waving or straightening of hair exported worldwide soared to 43K tons, jumping by 30% against the previous year. Over the period under review, exports, however, showed a mild shrinkage. Over the period under review, the global exports attained the peak figure at 53K tons in 2013; however, from 2014 to 2022, the exports stood at a somewhat lower figure.

In value terms, hair waving or straightening preparations exports expanded remarkably to $180M in 2022. In general, exports, however, showed a pronounced decrease. The most prominent rate of growth was recorded in 2021 with an increase of 13% against the previous year. The global exports peaked at $258M in 2013; however, from 2014 to 2022, the exports failed to regain momentum.

Exports By Country

In 2022, the United Arab Emirates (11K tons), distantly followed by South Africa (5.1K tons), Cote d'Ivoire (3.9K tons), China (2.8K tons), Uganda (2.4K tons) and the United States (2.2K tons) were the major exporters of preparations for permanent waving or straightening of hair, together committing 64% of total exports. Lebanon (1.9K tons), Germany (1.8K tons), Italy (1.5K tons), Brazil (1.3K tons), Japan (1.1K tons), South Korea (1.1K tons) and Thailand (1.1K tons) followed a long way behind the leaders.

From 2012 to 2022, average annual rates of growth with regard to hair waving or straightening preparations exports from the United Arab Emirates stood at +26.4%. At the same time, Uganda (+28.8%), South Korea (+21.8%), Brazil (+16.9%), China (+11.4%) and Japan (+3.5%) displayed positive paces of growth. Moreover, Uganda emerged as the fastest-growing exporter exported in the world, with a CAGR of +28.8% from 2012-2022. Italy experienced a relatively flat trend pattern. By contrast, Cote d'Ivoire (-3.0%), Germany (-4.9%), South Africa (-6.4%), Lebanon (-8.5%), the United States (-10.8%) and Thailand (-11.9%) illustrated a downward trend over the same period. The United Arab Emirates (+23 p.p.), Uganda (+5.2 p.p.), China (+4.7 p.p.), Brazil (+2.4 p.p.) and South Korea (+2.2 p.p.) significantly strengthened its position in terms of the global exports, while Germany, Lebanon, Thailand, South Africa and the United States saw its share reduced by -1.6%, -4.6%, -4.9%, -7.3% and -8.3% from 2012 to 2022, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, Germany ($17M), the United States ($17M) and South Africa ($17M) were the countries with the highest levels of exports in 2022, with a combined 29% share of global exports. Brazil, the United Arab Emirates, Italy, Japan, China, Cote d'Ivoire, Uganda, Lebanon, South Korea and Thailand lagged somewhat behind, together accounting for a further 48%.

Among the main exporting countries, Uganda, with a CAGR of +32.3%, saw the highest growth rate of the value of exports, over the period under review, while shipments for the other global leaders experienced more modest paces of growth.

Export Prices By Country

In 2022, the average export price for preparations for permanent waving or straightening of hair amounted to $4,244 per ton, with a decrease of -19.5% against the previous year. Over the period under review, the export price showed a slight curtailment. The pace of growth was the most pronounced in 2018 an increase of 7.8% against the previous year. As a result, the export price attained the peak level of $5,441 per ton. From 2019 to 2022, the average export prices remained at a lower figure.

There were significant differences in the average prices amongst the major exporting countries. In 2022, amid the top suppliers, the country with the highest price was Brazil ($12,850 per ton), while the United Arab Emirates ($946 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by Lebanon (+6.6%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform