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Shampoo, Conditioner and Hairstyling Products - US - April 2016

The shampoo, conditioner, and hairstyling market decelerated from the previous year, growing by 2.1%. The hairstyling segment has remained stagnant due to consumers’ interest in more natural hairstyles. Innovation through new product forms that are addressing consumers’ concerns and hair needs, the expansion of male offerings, and better delivery of healthy-looking hair benefits are maintaining interest from consumers and present opportunities for growth. Women, younger consumers, and multiculturals are key category users and will be crucial in maintaining growth as the US population ages.

This report examines the following areas:

  • Slow overall category growth, hairsprays in decline
  • Aging population limits market growth
  • Anti-aging is not a highly sought product benefit

This Report covers the US market for shampoo, conditioner, and hairstyling products which is defined as follows:

  • Shampoo, including anti-dandruff formulas and dry shampoo
  • Conditioner, including leave-in, rinse-out products and cleansing conditioner
  • Hairstyling products including gel, mousse, cream, oil, putty, and other texturizers
  • Hairspray/spritz.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow overall category growth, hairsprays in decline
            • Figure 1: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2010-20
          • Aging population limits market growth
            • Figure 2: Product usage, by age, January 2016
          • Anti-aging is not a highly sought product benefit
            • Figure 3: Shampoo and conditioner benefits, January 2016
          • The opportunities
            • Increase adoption of new product forms
              • Figure 4: Dry shampoo and cleansing conditioner usage, by age, January 2016
            • Multicultural consumers, engine of growth in hairstyling
              • Figure 5: Treatment and hairstyling product usage, by race and Hispanic origin, January 2016
            • Opportunity to leverage momentum in the men haircare market
              • Figure 6: Attitudes toward men’s haircare, by gender, January 2016
            • What it means
            • The Market – What You Need to Know

              • Shampoo and conditioner continue to drive growth
                • Demographics of US population driving haircare needs
                  • Aging population a challenge to market growth
                  • Market Size and Forecast

                    • Mature market with moderate growth
                      • Figure 7: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2010-20
                  • Market Breakdown

                    • Shampoo and conditioner leading growth
                      • Figure 9: Sales of shampoo, conditioner, and hairstyling products, by segment, 2013 and 2015 (est)
                      • Figure 10: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2013 and 2015 (est)
                  • Market Perspective

                    • Hair appearance and health are top concerns
                      • Figure 11: Hair concerns, any rank, January 2016
                    • Hair concerns driven by demographic trends
                      • Figure 12: Hair concerns, any rank, by gender and age, January 2016
                      • Figure 13: Hair concerns, any rank, by race and Hispanic origin, January 2016
                  • Market Factors

                    • US population growing older
                      • Figure 14: Population aged 18 or older, by age, 2011-21
                    • Older consumers have simpler routines and use less haircare products
                      • Figure 15: Repertoire of type of weekday routine, by age, January 2016
                      • Figure 16: Product usage, by age, January 2016
                    • Multicultural consumers important to driving category growth
                      • Figure 17: Population by race and Hispanic origin, 2011-21
                  • Key Players – What You Need to Know

                    • Market slowdown impacting all major companies
                      • Intuitive and clear end result benefit communication
                        • Innovative product forms delivering relevant benefits
                        • Manufacturer Sales of Shampoo, Conditioner, and Hairstyling Products

                          • Leading companies losing ground
                            • Figure 18: Manufacturer sales of shampoo, conditioner, and hairstyling products, by leading companies, rolling 52 weeks 2014 and 2015
                        • What’s Working?

                          • Products riding the natural trend
                            • Dry shampoos growing and expanding relevance
                              • Men’s haircare market continues to grow
                                • Figure 19: MULO sales of select men’s shampoo brands, rolling 52 weeks 2012-15
                            • What’s Struggling?

                              • Hairspray/spritz faces bleak future
                                • Successful skincare concepts struggling in haircare
                                  • Anti-aging products trying to find identity
                                    • Benefits of BB and CC products not clear
                                    • What’s Next?

                                      • Evolution from dry shampoos to new hybrid forms and packages
                                        • Is cleansing conditioner the new 2-in-1?
                                          • Customization of haircare
                                          • The Consumer – What You Need to Know

                                            • Hair concerns drive benefits sought in haircare products
                                              • Brands need to provide compelling reasons to use as part of regimen
                                                • Consumers struggle with relevance of anti-aging benefit
                                                  • Hispanics have more complex hair routines, are heavier product users
                                                    • Black consumers want products made for them
                                                      • Younger consumers adopting alternative product forms
                                                        • Men recognize different hair needs
                                                          • Low usage of homemade alternatives despite concerns with hair damage
                                                          • Shampoo Usage and Benefits Sought

                                                            • Dry shampoo continues to make inroads in the category
                                                              • Figure 20: Shampoo usage, January 2015 and January 2016
                                                            • Could dry shampoo become a staple among younger consumers?
                                                              • Figure 21: Shampoo usage, by age, January 2016
                                                            • Strong adoption of dry shampoo among Hispanics
                                                              • Figure 22: Shampoo usage, by race and Hispanic origin, January 2016
                                                            • Shampoo benefits sought influenced by hair concerns
                                                              • Figure 23: Shampoo benefits, January 2016
                                                            • Gender-specific shampoo more important to men than women
                                                              • Figure 24: Shampoo benefits, by gender, January 2016
                                                            • Sleek and smooth hair desired by Hispanics and Asians
                                                              • Black adults want products designed for them
                                                                • Figure 25: Shampoo benefits, by race and Hispanic origin, January 2016
                                                            • Attitudes toward Shampoo Alternatives

                                                              • Clear benefits for dry shampoo, opportunity for cleansing conditioners
                                                                • Figure 26: Correspondence analysis – Attitudes toward shampoo alternatives, January 2016
                                                                • Figure 27: Attitudes toward shampoo alternatives, January 2016
                                                              • Methodology
                                                              • Conditioner Usage and Benefits Sought

                                                                • New forms adding momentum to conditioners
                                                                  • Figure 28: Conditioner usage, January 2016
                                                                • New product forms adopted by men
                                                                  • Figure 29: Conditioner usage, by gender, January 2016
                                                                • Blacks and Hispanics reported elevated use of conditioners
                                                                  • Figure 30: Conditioner usage, by race and Hispanic origin, January 2016
                                                                • Conditioners expected to moisturize
                                                                  • Figure 31: Conditioner benefits, January 2016
                                                                • Women demand more from their conditioner
                                                                  • Figure 32: Conditioner benefits, by gender, January 2016
                                                                • Conditioner benefits relate to ethnicity/race hair concerns
                                                                  • Figure 33: Conditioner benefits, by race and Hispanic origin, January 2016
                                                              • Styling Product Usage and Benefits Sought

                                                                • Hairspray still tops consumer choice in styling products
                                                                  • Figure 34: Styling product usage, January 2016
                                                                • Adults aged 25-44, sweet spot for styling product usage
                                                                  • Figure 35: Styling product usage, by age, January 2016
                                                                • Beauty-involved Hispanics are key target for styling products
                                                                  • Figure 36: Styling product usage, by Hispanic origin, January 2016
                                                                • Styling products need to deliver many benefits
                                                                  • Figure 37: Styling product benefits, January 2016
                                                                • Blacks want moisturizing products designed for them
                                                                  • Figure 38: Styling product benefits, by race and Hispanic origin, January 2016
                                                              • Hair Treatment Usage and Benefits Sought

                                                                • Opportunity to extend user base for treatments
                                                                  • Figure 39: Treatment usage, January 2016
                                                                • Treatment usage remains low despite innovation
                                                                  • Figure 40: Share of haircare product launches, by subcategory, January-December 2015
                                                                • Multicultural consumers – key target for treatments
                                                                  • Figure 41: Treatment usage, by race and Hispanic origin, January 2016
                                                                • High expectations for treatments
                                                                  • Figure 42: Hair treatment product benefits, January 2016
                                                                • Men and women have different treatment needs
                                                                  • Figure 43: Hair treatment product benefits, by gender, January 2016
                                                                • Hispanic origin reveals few differences in desired treatment benefits
                                                                  • Figure 44: Hair treatment product benefits, by Hispanic origin, January 2016
                                                              • Haircare Routine

                                                                • Consumers do more on weekdays
                                                                  • Figure 45: Regular haircare routine, January 2016
                                                                  • Figure 46: Repertoire of type of haircare routine by weekday and weekend, January 2016
                                                                • Hispanics want to look good any day of the week
                                                                  • Figure 47: Regular haircare routine, by Hispanic origin, January 2016
                                                                • Consumers more hair-involved on special occasions
                                                                  • Figure 48: Occasional haircare routine, January 2016
                                                                  • Figure 49: Repertoire of type of haircare routine by evenings and special occasions, January 2016
                                                                • Adults do more for special occasions, regardless of Hispanic origin
                                                                  • Figure 50: Occasional haircare routine, by Hispanic origin, January 2016
                                                              • Attitudes toward Men’s Haircare

                                                                • Limited appeal of male-specific haircare among the general population
                                                                  • Figure 51: Attitudes toward men’s haircare, January 2016
                                                                • Men recognize their needs are different but don’t necessarily want more products
                                                                  • Hispanics more receptive to male-specific hair products
                                                                    • Figure 52: Attitudes toward men’s haircare, by gender, age, race and Hispanic origin, January 2016
                                                                • Attitudes toward Brand Regimen

                                                                  • Brand regimen relevant to a small group
                                                                    • Figure 53: Attitudes toward brand/regimen, January 2016
                                                                  • Skepticism of brand regimen universal
                                                                    • Figure 54: Attitudes toward brand/regimen, by gender, age, race and Hispanic origin, January 2016
                                                                • Attitudes toward Ingredients and Natural Products

                                                                  • Perceptions of damage due to frequent washing
                                                                    • Figure 55: Attitudes toward ingredients, January 2016
                                                                  • Women think shampoo is damaging but men replace shampoo with conditioner
                                                                    • Hispanics believe shampoo is damaging and are willing to take action
                                                                      • Figure 56: Attitudes toward ingredients, by gender, age, race and Hispanic origin, January 2016
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                  • Figure 57: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2010-20
                                                                                  • Figure 58: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel at current prices, 2010-15
                                                                                  • Figure 59: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel at current prices, 2013 and 2015
                                                                              • Appendix – Key Players

                                                                                  • Figure 60: MULO sales of shampoo, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                  • Figure 61: MULO sales of conditioner, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                  • Figure 62: MULO sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                  • Figure 63: MULO sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Appendix – Consumer

                                                                                  • Figure 64: Top 10 brands of shampoo, July 2009-September 2015
                                                                                  • Figure 65: Top 10 brands of conditioner, July 2009-September 2015
                                                                                  • Figure 66: Top 10 brands of hairspray, July 2009-September 2015
                                                                                  • Figure 67: Top 10 brands of styling products, July 2009-September 2015
                                                                              • Correspondence Analysis

                                                                                • Methodology
                                                                                  • Figure 68: Correspondence analysis – Product benefits, January 2016
                                                                                  • Figure 69: Product benefits, January 2016

                                                                              Companies Covered

                                                                              • Walmart Stores (USA)

                                                                              Shampoo, Conditioner and Hairstyling Products - US - April 2016

                                                                              £3,199.84 (Excl.Tax)