Premium Hair Dryers Blow Away the Competition

Total Personal Care saw a moderate increase of 6% over the second quarter of 2017. The best performing category is hair dryers gaining by 60% year on year whilst volume declined by 4% over the same period as average prices rise by £13.  The shavers and dental care categories also saw growth at 8% and 7% respectively.

The growth of shavers is mainly driven by the new hybrid groomer product which contributes an extra £3m. The ladies trim and shape category more than doubled now accounting for £1.9m. This growth has led to shavers overtaking dental care as the largest category in personal care in June for the first time since August 2016.

Rechargeable toothbrushes is the largest segment of dental care accounting for over half of the value growing at 7% year on year despite no change in the average price. Brush refills grew at 6% year on year mirroring the growth of the toothbrushes. Combined these segments helped the total category gain at £2.1m.

There is some decline within personal care, the electric cosmetics category declined by £1.7m from £8m. The main driver of this is the callus remover sector, which fell by 48%.

It is often the premium sectors which are outperforming within the personal care market, showing that consumers are willing to pay more for high end products despite economic pressures.

Source: GfK Point of Sales Tracking | Personal Care | Value GBP | Apr-Jun 17

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