The economic downturn created several trends in hair care packaging, discusses Regina Maiseviciute, packaging research analyst at Euromonitor International. For instance, consumers chose bigger pack sizes to get more value for money. In fact, sales of larger hair care pack sizes (750ml-1000ml) grew by 7% in Western Europe and North America in 2011. The development of hypermarkets and supermarkets in emerging regions gave consumers the option to buy bulk packages of hair care products. Due to these conditions, manufactures had to sacrifice value for volume.

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