Home hair colourants on-track to be new hotspot

More consumers could decide to go DIY if working from home.

Only nine months ago, data showed that the number of Australians buying home hair colourants had slumped to 15.4 per cent. But that could be poised to change if more consumers decide to go DIY.

With more people working from home and communicating via Skype, Zoom and other face-to-face apps, going grey before co-workers’  eyes might not be a wise decision.

Keeping up personal care routines are also good for morale and staying positive. Women represent over two-thirds ( 76.2%) of home hair colour buyers, by contrast to 7.4 per cent of men. Predictably, sales are skewed towards older customers aged 50 or more – 38.3 per cent.

But  19.9 per cent of older Millennials and Gen Xers aged 35 to 49 buy home hair colourants in an average six month period. That’s more than one million customers.

Supermarkets are far and away the most popular retail outlet for Australians buying home hair colours with a 52 per cent market share, says Roy Morgan Research.

Pharmacies such as Chemist Warehouse and Priceline are the other giants of home hair colourants with a 26 per cent market share.

Root cover-up products such as L’Oreal Paris Magic ReTouch, the world’s number one root coverage product, are also sold primarily through supermarkets and pharmacies.

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