Shampoos, hair sprays and waving or straightening preparations market in Finland

Earlier Report Observations

The market for shampoos, hair sprays and waving or straightening preparations in Finland showed notable fluctuations between 2018 and 2024. Starting at USD 30.0 million in 2018, it saw a modest rise to USD 31.0 million in 2019 before contracting to USD 27.2 million in 2020 and further to USD 24.1 million in 2021.

A robust recovery and expansion phase began in 2022, with the market value surging to USD 35.0 million. Growth continued to USD 37.2 million in 2023 and reached USD 42.4 million in 2024. This sustained increase was primarily driven by a shift in consumer preferences towards hair care products with natural, safe ingredients and those supporting scalp health, a trend often referred to as the 'skinification of hair'. The rising demand for sulfate-free formulations and effective solutions directly boosted overall market consumption.

In 2024, the market growth was further supported by Procter & Gamble's expansion of its professional hair care product distribution through partnerships with major salon chains in Finland, enhancing product availability. Concurrently, the market operated under EU cosmetic regulations, and a national reform of consumer protection law aimed at promoting sustainability began influencing product standards and marketing communication, aligning with growing consumer expectations for brand responsibility and transparency.

Production shampoos, hair sprays and waving or straightening preparations in Finland

In value, 2017-2020, K $ US

Finland's production of shampoos, hair sprays, and waving or straightening preparations has increased for the third consecutive year. In 2020, the output was valued at 12 705 thousand US dollars, marking a substantial 13.4% rise compared to 2019. Over the period from 2017 to 2020, production grew by 21.4%, with a compound annual growth rate of 6.7%.

Annual dynamics of production in Finland in value, 2017-2020, K $ US

Exports shampoos, hair sprays and waving or straightening preparations from Finland

Exports in kind, t

The market exhibited significant volatility during these years. Exports reached their lowest point in 2019 at 32 tonnes, then surged to a peak of 1 093 tonnes in 2020, reflecting a dramatic increase of 3,332.6% compared to the previous year. This represents a 34-fold difference between the two years. The largest decline of 95.3% was recorded in 2019.

Annual dynamics of product's exports from Finland in kind, 2017-2020, t

From 2017 to 2020, Poland, Russia, and Sweden emerged as the primary markets for exports in kind. Poland accounted for 23.4% of exports, Russia for 21.2%, and Sweden for 16.1%. Together, these three countries represented 60.7% of total export flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Finland in kind, 2017-2020

Exports in value, K $ US

Finland's exports of shampoos, hair sprays, and waving or straightening preparations have increased for the third consecutive year. In 2020, exports amounted to 12 161 thousand US dollars, showing a 20.2% year-over-year growth. Over the period from 2017 to 2020, exports rose by 87.2%, with a compound annual growth rate of 23.3%.

Annual dynamics of product's exports from Finland in value, 2017-2020, K $ US

During 2017–2020, Poland, Russia, and Sweden led the structure of exports in value terms. Poland contributed 34.9% of exports, Russia 14.4%, and Sweden 11.6%. Collectively, these three markets accounted for 61.0% of total export flows.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Finland in value, 2017-2020

Imports shampoos, hair sprays and waving or straightening preparations to Finland

Imports in kind, t

The market demonstrated notable volatility over the observed period. Imports hit their lowest point in 2019 at 87 tonnes, then rebounded sharply to 5 022 tonnes in 2020, representing a massive increase of 5,691.9% compared to the previous year. This resulted in a 62-fold variation between the maximum in 2017 and the minimum in 2019. The largest decline of 98.3% was recorded in 2019.

Annual dynamics of product's imports to Finland in kind, 2017-2020, t

In the period from 2017 to 2020, Germany, France, and Sweden formed the main cluster of markets for imports in kind. Germany accounted for 18.6% of imports, France for 17.9%, and Sweden for 17.1%. Together, these three countries represented 53.7% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Finland in kind, 2017-2020

Imports in value, K $ US

After two years of growth, cross-border shipments of shampoos, hair sprays, and waving or straightening preparations to Finland declined. In 2020, imports amounted to 26 641 thousand US dollars, corresponding to a substantial reduction of 10.8% compared to 2019. The maximum value was recorded in 2019 at 29 870 thousand US dollars, while the largest increase of 5.6% occurred in 2018.

Annual dynamics of product's imports to Finland in value, 2017-2020, K $ US

From 2017 to 2020, Germany, Sweden, and the United States consistently remained the main destinations for imports in value terms. Germany accounted for 24.7% of imports, Sweden for 18.5%, and the United States for 8.9%. Together, these three countries represented 52.0% of total import flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Finland in value, 2017-2020