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The Mexican Professional Haircare Market
Hair colouring services sustain salon sales in recession-hit Mexican salons
Economic downturn has concentrated minds on the price/quality ratio for both
consumers (services) and salons (products)
Pressure for lower prices may alter the brand status quo. Demand for lower priced but quality haircare products
in salons helps some gain market share
rates, which had characterised the Mexican professional haircare market for almost a decade,
abruptly ended with the recession of 2008. With no improvement in consumer spending
expected for a few years, salons in Mexico must improve their hair and beauty service offerings in order to maintain or increase sales.
The economic downturn has made consumers become more demanding
over the past two years.
Mexican women who use upmarket salons now expect to receive above average haircare services
when they pay above average prices. The salon sector in Mexico expects a general shake-out and
has identified investment in staff training
as key to meeting consumers' higher standards.
services were the main growth driver in the Mexican salon channel in the decade up to 2007/08.
Given the sharpness of the downturn, salons have been pleasantly surprised by the resilient
demand for hair colouring compared, for example, to sales of beauty treatments which have suffered more.
Hair colouring remains the single largest salon category
in Mexico. Colouring
consumers buy not only the most expensive salon service (colour), but they are the
core consumers of retail lines, particularly the more expensive shampoos, conditioners, and styling
products in salons. As one salon manager in Mexico explained, “Clients spend up to
more on some colouring services and products than on one haircut “
Best performing salons
maintain demand and client loyalty by offering quality
colouring treatments that clients are not able to do for themselves at home.
A salon manager in Mexico city interviewed by Diagonal Reports noted, “Colour has
been constant because colour clients are the most fashion conscious”
The haircolouring market has been the preserve of a handful of companies which
traditionally dominated the colour category, accounting for almost all sales.
These established but higher priced
market leaders are now more vulnerable in an
economic environment, where the rules have changed. Salon managers and their clients have
been as price conscious
and these companies could lose out to other brands that offer
a better quality / price ratio
Demand for lower priced but quality professional lines has benefited smaller operators at both the top and
of the professional haircare market. A product supplier with significant market share in segment
C type salons in Mexico reported “The recession
has been a positive for us as salons turned to less expensive brands”
In this new report Professional Hair Care Market Mexico 2009
Diagonal Reports quantifies the value of the salon haircare market (in Mexican pesos
and the number of salons operating in Mexico. It determines demand for styling and colouring
services in hair salons in Mexico. The research also focused on salon segmentation
company and brand share in this fragmented market.
Findings are based on in-depth discussions conducted with salon experts in Mexico DF, Jalisco and
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