Shampoo, Conditioner and Hairstyling Products - US - April 2015
"The shampoo, conditioner, and hairstyling product market is stable, posting steady gains of 2-3% on a yearly basis since 2011, with similar growth trends expected through 2019. Current hairstyle trends and consumer perceptions of having healthy hair are driving sales of conditioners, shampoo alternatives, and smoothing products. Looking forward, category growth will continue to be inspired by skincare trends as well as the growing diversity of haircare consumers."
- Shannon Romanowski, Senior Beauty & Personal Care Analyst
This report covers the following areas:
- Shampoo and conditioner sales continue to outgain styling products
- Women less engaged in styling product segment
- Shoppers struggle to see benefits of newer formats
- Focus on adults aged 25-34
- Diverse haircare population points to growth opportunities
- Promote consumer relevant benefits with new formats
Growth of shampoos and conditioners continues to outpace sales of styling products, as product usage and sales of haircare products are largely dictated by hairstyle trends, which currently revolve around healthy looking, low maintenance, and less styled hair. While current hairstyle and sales trends are expected to persist, future drivers of growth include adults aged 25-34 and multicultural groups, which represent some of the most engaged consumers in the category. A focus on gentle haircare, shampoo alternatives, and anti-aging benefits also represent growth opportunities, as long as product benefits are relevant and clearly communicated to shoppers.
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