This Report examines the dynamic landscape of the shampoos and conditioners market in India, focusing on evolving consumer preferences and haircare needs.
It highlights prevalent scalp concerns such as oiliness and dandruff, which can influence product development and marketing strategies.
As skincare becomes increasingly scientific, haircare is poised to follow. A quarter of shampoo users seek products driven by science and technology. This Report examines these Science-seeking Shampoo Users, revealing their strong interest in clinical results and high-quality, skincare-grade ingredients in haircare.
The Report also explores the impact of age on hair health, noting the rising demand for anti-ageing haircare solutions. By addressing these trends, brands have opportunities to cater to diverse consumer needs in the Indian market.
This report looks at the following areas:
- Hair and scalp concerns among Indians
- Haircare product usage
- Factors consumers believe negatively affect hair
- Ingredient awareness in haircare products
- Consumer attitudes and behaviours towards haircare habits
Address evolving haircare needs, from scalp issues like oiliness and dandruff to high-performance solutions. Tap into the emerging opportunity of mature haircare.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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- What you need to know
- The outlook for shampoos and conditioners in India
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BUILD TARGETED OFFERINGS THAT CATER TO SPECIFIC SCALP TYPES AND CONCERNS
- Scalp care is moving into a more nuanced, skin-science space
- Graph 1: agreement with the statement on scalp care, by generation, 2025
- Oily scalp is a key concern among shampoo users
- Graph 2: scalp concerns experienced, 2025
- Graph 3: scalp concerns experienced, by shampoo users, 2025
- Oil-control shampoos are gaining traction in new product development
- Graph 4: share of shampoo launches with the word “oily” in the product description, 2020-25
- For shampoo users with oily scalps, volume and oil control matter more than hairloss
- Graph 5: hair concerns experienced, by total vs shampoo users with oily scalp, 2025
- Now: reframe oily scalp care from just cleansing and degreasing to restoring scalp balance and hair volume
- Dry shampoos can plug the gap for quick, on-the-go oil management
- Graph 6: % of dry shampoo as a share of total shampoo launches, 2020-25
- Now: go beyond the basics and elevate dry shampoos with oil control and scalp wellness
- Now: enhance the usage of dry shampoo by positioning it as effective post-workout haircare
- Next-generation anti-dandruff products will shift from flake control to full scalp recovery
- Graph 7: consumers who experience itchy/red scalp and boils/pimples/acne on scalp, by shampoo users with scalp concerns, 2025
- Now: fight dandruff by balancing the scalp microbiome
- India’s D2C players are driving the shift towards microbiome-focused dandruff solutions
- India’s dandruff market is ready for a microbiome upgrade
- Graph 8: haircare product launches with anti-dandruff claims, by selected ingredients, 2020-25
- Now: highlight scalp-supporting ingredients
- Patents spotlight: combine multifunctional actives for restoring scalp flora
- Ingredient watch: tap into selenium sulphide’s proven efficacy for scalp conditions
- Graph 9: share of shampoo and conditioner launches with selenium sulphide, 2020-25
- Next: bring clinical strength to anti-dandruff innovation by heroing selenium sulphide
- Next: position exfoliating shampoos as an advanced or next-generation solution for dandruff/oily scalp concerns
- Graph 10: Claims Landscape overview, 2025
- Leverage skincare familiarity to spotlight salicylic acid’s exfoliating benefits
- Graph 11: awareness of salicylic acid in haircare products, by total vs shampoo users with different scalp concerns, 2025
- Next: deploy salicylic acid as a hero exfoliating ingredient for the scalp
- Next: glycolic acid is well positioned to be a gentle yet effective exfoliant for a clearer scalp
- Mintel Spark presents a next-gen exfoliating shampoo formulated with glycolic acid alongside popular botanicals
- Next: position pre-shampoo treatments as the entry point to scalp care
- Future: tech-enabled scalp diagnostics can be the next frontier in personalised haircare
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GIVE HAIRCARE A SCIENCE UPGRADE
- Indian shampoo users are becoming more curious about science
- Indian haircare brands are increasingly grounding their innovations in scientific validation
- Now: leverage science to elevate credibility
- Case study: incorporate tech to preserve the natural integrity of botanicals
- Demographic profile of Science-seeking Shampoo Users
- Showcase scientific proof to earn credibility
- Now: use varied routes to demonstrate clinical efficacy
- Next: take inspiration from China and showcase visuals of hair cortex care
- Rising ingredient literacy in haircare is paving the way for a new wave of ingredient innovation
- Graph 12: agreement on attitudes towards haircare, the total vs Science-seeking Shampoo Users, 2025
- Keratin leads in awareness while peptides are most used in launches
- Graph 13: awareness of select ingredients, by shampoo and conditioner launches with select ingredients, 2023-25
- Skincare’s star ingredients can become haircare’s next growth engine
- Now: tap into hyaluronic acid’s hydrating powers to combat hair dryness and frizz
- Now: ride the glass-hair trend by pairing hyaluronic acid’s moisture-plumping benefits with glycolic acid’s shine-boosting powers
- Brands are tapping into the rising demand for glass hair
- Now: position collagen as a key active for thicker-looking hair
- Emerging signal: K-Beauty brands will lead the next wave of haircare ‘skinification’
- Next: innovate with emerging skincare ingredients
- Ingredient quality can become a key differentiator in haircare
- Graph 14: agreement on attitudes towards haircare, the total vs Science-seeking Shampoo Users, 2025
- Future: capitalise on advanced tech to improve ingredient penetration
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INNOVATE SPECIALISED HAIRCARE SOLUTIONS FOR MATURE HAIR
- Ageing concerns unlock new potential for anti-ageing haircare
- Graph 15: factors that negatively impact hair, by age group, 2025
- Graph 16: share of shampoo and conditioner launches, by anti-ageing claim, 2020-25
- Hair concerns evolve with age, from hairloss to greying and dullness
- Graph 17: top four hair concerns experienced, by age group, 2025
- As consumers age, hair becomes finer and less voluminous
- Graph 18: hair volume, by age group, 2025
- Drive shampoo and conditioner adoption among older consumers by addressing their age-specific hair concerns
- Graph 19: haircare product usage, by age group, 2025
- Now: innovate with age-defying shampoos/conditioners with claims around density, repair and shine restoration
- Now: reframe ageing from repair to prevention
- Next: delay hair ageing through cellular regeneration
- Modern lifestyles are influencing premature greying
- Graph 20: consumers who experience grey hair, by age group, 2024 vs 2025
- Next: incorporate premature greying prevention into daily haircare products
- Next: offer solutions that can enhance the vibrancy of grey hair
- Future: offer targeted solutions for postmenopausal women
- Key takeaways
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APPENDIX
- Generations
- Consumer survey methodology
- Social data research methodology
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