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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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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Shampoo and conditioner sales continue to outgain styling products
            • Figure 1: Sales of shampoo, conditioner, and hairstyling products, by segment, 2009-14
          • Women less engaged in styling product segment
            • Figure 2: Select attitudes toward hairstyling, by gender, January 2015
          • Shoppers struggle to see benefits of newer formats
            • Figure 3: Top five benefits sought of bb and cc hair creams, January 2015
          • The opportunities
            • Focus on adults aged 25-34
              • Figure 4: Select product usage, by 18-24 and 25-34 age groups, January 2015
            • Diverse haircare population points to growth opportunities
              • Figure 5: Interest in select new products, by race and Hispanic origin, January 2015
            • Promote consumer relevant benefits with new formats
              • Figure 6: Interest in cleansing conditioners and Interest in and top three benefits of anti-aging products, January 2015
            • What it means
            • The Market – What You Need to Know

              • Haircare represents one of the most stable categories in the personal care industry
                • Conditioners are largely responsible for driving growth
                  • Blurring lines between mainstream and multicultural haircare
                  • Market Size and Forecast

                    • Historic and projected sales performance remains stable for haircare
                      • Figure 7: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2009-19
                      • Figure 8: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2009-19
                  • Market Breakdown

                    • Conditioners drive growth in haircare
                      • Figure 9: Sales of shampoo, conditioner, and hairstyling products, by segment share, 2014
                      • Figure 10: Sales of shampoo, conditioner, and hairstyling products, by segment, 2009-14
                  • Market Perspective

                    • Growing alignment between general market and Black haircare
                      • Figure 11: Sales of shampoo, conditioner, and hairstyling products and Black haircare, by segment, 2012 and 2014
                    • Haircare sees stable growth, trend-driven categories more volatile
                      • Figure 12: Sales growth trends of leading beauty and personal care categories, percent change, 2010-14
                  • Market Factors

                    • Growing diversity among haircare consumers
                      • Figure 13: Select product usage, by race/Hispanic origin, January 2015
                    • 25-34s are core consumers of newer haircare formats
                      • Figure 14: Select product usage, by 18-24 and 25-34 age groups, January 2015
                      • Figure 15: Percent change in population aged 18 or older, by age group, 2010-20
                    • Growth in the professional sector could drive at-home trends
                    • Key Players – What You Need to Know

                      • MULO haircare sales are up 3.6% in 52-week period
                        • Products that focus on hair health seeing success
                          • Skincare trends continue to influence haircare
                          • Manufacturer Sales of Shampoo, Conditioner, and Hairstyling Products

                            • Competitive haircare landscape leads to mixed sales results
                              • Manufacturer sales of shampoo, conditioner, and hairstyling products
                                • Figure 16: MULO sales of shampoo, conditioner, and styling products, by leading companies, rolling 52 weeks 2013 and 2014
                            • What’s Working?

                              • Smoothing and moisturizing benefits translate to healthy hair
                                • Men’s haircare continues to grow
                                  • Female empowerment
                                    • Figure 17: Dove’s #LoveYourCurls video, 2015
                                    • Figure 18: Pantene’s #ShineStrong Not Sorry ad, 2014
                                • What’s Struggling?

                                  • Products that don’t align with current trends struggle to grow
                                    • Figure 19: MULO sales of select damage repair haircare products, 2011-14
                                  • High-hold stylers
                                    • Figure 20: MULO sales of Garnier and Clairol Herbal Essences styling products, 2011-14
                                  • Free-from products
                                    • Figure 21: MULO sales of L’Oréal EverSleek shampoo and conditioner, 2011-14
                                • What’s Next?

                                  • Anti-aging becoming a more prominent theme in haircare
                                    • Gentle skincare trends transitioning to haircare
                                      • Haircare primers emphasize easy styling, long-lasting benefits
                                        • Shampoo alternatives gain traction
                                          • Figure 22: MULO sales of TRESemmé Fresh Start Dry Shampoo, 2011-14
                                        • Interest in natural hairstyles sparks growth of texturizing sprays
                                        • The Consumer – What You Need to Know

                                          • Product trends influenced by perceptions of hair type, benefits
                                            • Attitudes toward styling are reflective of current hairstyle trends
                                              • Benefits of newer formats remain unclear to some shoppers
                                              • Hair Type

                                                • People perceive their hair as healthy and low maintenance
                                                    • Figure 23: Hair type, January 2015
                                                • Hair Type by Product Usage

                                                  • Hair type reveals differences in product usage
                                                    • Figure 24: Correspondence Analysis – Product usage, by Hair Texture, January 2015
                                                    • Figure 25: Correspondence Analysis – Product usage, by Maintenance, January 2015
                                                • Shampoo Usage

                                                  • Dry shampoo making inroads among younger adults
                                                    • Figure 26: Shampoo usage, by gender and age, January 2015
                                                  • Shampoo landscape remains highly competitive
                                                    • Figure 27: Top 10 brands of shampoo, July 2008-September 2014
                                                • Conditioner Usage

                                                  • Women drive conditioner use, though men represent opportunity
                                                    • Figure 28: Conditioner launches, 2010-15
                                                    • Figure 29: Conditioner usage, by gender and age, January 2015
                                                  • Leading conditioner brands see slight downturn in usage
                                                    • Figure 30: Top 10 brands of conditioner, July 2008-September 2014
                                                • Styling Product Usage

                                                  • Use of styling products has declined, but starting to stabilize
                                                    • Figure 31: Styling product and hairspray usage, July 2008-September 2014
                                                  • Men opt for higher-hold products, women want manageability
                                                    • Figure 32: Types of styling products used, by gender, January 2015
                                                  • TRESemmé gains while Pantene struggles
                                                    • Figure 33: Top 10 brands of hairspray, July 2008-September 2014
                                                    • Figure 34: Top 10 brands of hairstyling products, July 2008-September 2014
                                                • Usage of Hair Treatments, Oils, and Serums

                                                  • Interest in healthy hair drives hair oil usage
                                                    • Figure 35: Hair treatment, oil, and serum usage, by gender and age, January 2015
                                                • Haircare Purchase Influencers

                                                  • Haircare users motivated by benefit, brand, and price
                                                    • Natural ingredients are more important to users of treatments and oils
                                                      • Figure 36: Haircare purchase influencers, any rank, January 2015
                                                  • Attitudes toward Hairstyling

                                                    • Opportunity to make hairstyling part of women’s grooming routine
                                                      • Figure 37: Attitudes toward hairstyling and grooming, by female and age, January 2015
                                                      • Figure 38: Select attitudes toward hairstyling, by gender, January 2015
                                                  • Interest in New Products

                                                    • Growing consumer interest in new formats
                                                        • Figure 39: Interest in select new products, January 2014 and January 2015
                                                    • Benefits of Anti-aging Haircare

                                                      • Anti-aging haircare needs to deliver on reduced hair loss, thickening
                                                        • Figure 40: Interest in anti-aging haircare and benefits sought, January 2015
                                                    • Benefits of BB and CC Hair Creams

                                                      • Opportunity to better differentiate benefits between BB and CC creams
                                                        • Figure 41: Interest in BB and CC hair creams, January 2014 and January 2015
                                                        • Figure 42: Benefits sought – BB and CC hair creams, January 2015
                                                    • Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – Market

                                                                    • Figure 43: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2009-19
                                                                    • Figure 44: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2012 and 2014
                                                                    • Figure 45: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2009-14
                                                                    • Figure 46: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2012 and 2014
                                                                    • Figure 47: Population aged 18 or older, by race and Hispanic origin, 2010-20
                                                                • Appendix – Key Players

                                                                    • Figure 48: MULO sales of shampoo, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                    • Figure 49: MULO sales of conditioner, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                    • Figure 50: MULO sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                    • Figure 51: MULO sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                • Appendix – Consumer

                                                                  • Correspondence analysis methodology
                                                                    • Types of shampoo and conditioner used
                                                                      • Figure 52: Types of shampoo, July 2008-September 2014
                                                                      • Figure 53: Types of conditioner, July 2008-September 2014
                                                                    • Summary of bases for styling product usage
                                                                      • Figure 54: Summary of bases for hairstyling products and hairspray usage, July 2008-September 2014

                                                                  Companies Covered

                                                                  • Walmart Stores (USA)

                                                                  Shampoo, Conditioner and Hairstyling Products - US - April 2015

                                                                  £3,277.28 (Excl.Tax)