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THE MARKET
- Snapshot – market size and forecast
- Preserve haircare’s resilience to savvy shopping behaviours
- How hairloss treatment advancements could impact category sales
- New retail channels could take sales away from traditional H&B retailers
- Protect category value amid a predicted fall in volume sales
- Graph 1: population, by age, 2004-47
- Cater to newly time poor consumers amid a return to office
- An increase in scalp treatment usage shows a willingness to broaden product repertoires…
- …but market growth will come primarily from trading up, rather than lengthening routines
- Market size and forecast for haircare and styling products
- Graph 2: market value forecast for haircare and styling products, 2019-30
- Significant use of premium haircare indicates a willingness to spend
- The styling segment continues to outperform
- Graph 3: retail value sales of haircare and styling products, by sub-category, 2024-25
- Take learnings from the top performing haircare and styling brands
- Convenience helps OGX and Pantene grow value sales
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THE CONSUMER
- How to increase haircare usage and spending in the category
- Lean into minimalist behaviours and premiumise routines
- Align with a need for convenience to preserve spend on haircare
- Drive value sales by enabling experimentation with international brands
- Leverage knowledge of Korean skincare to benefit K-Beauty haircare sales
- Enhance the textured hair market with international brands
- Reframe styling products to be used in heat-free routines
- Graph 4: typical weekly haircare, styling and scalp care routine, by self-reported hair texture, 2025
- Borrow from facial skincare to ensure scalp treatments’ upwards trajectory
- Serums are ripe for premiumisation
- How hair and scalp concerns can guide product innovation
- Explore novel approaches to hairloss to differentiate in the preventative ageing space
- Build trust in the anti-hairloss segment to capture a massive potential user base
- Align with consumers’ holistic view of hair health to encourage spending
- Embracing the longevity trend in the scalp segment
- Further differentiate the curly and kinky hair market
- Graph 5: current and future hair and scalp concerns, by select self-reported hair textures, by curly hair, 2026
- Allay fears about losing curls
- Help consumers keep their curls to extend the relevance of the longevity trend
- How premium brands can retain consumer interest
- Justifying price positioning is key for premium brands to encourage trading ups
- One-up ingredients to overcome the threat of dupes and mass market innovation
- Marry scientific proof points with the human touch to make claims resonate
- Embrace the sensorial aspect of haircare to revive existing products
- Social media shifts expectations for haircare brands…
- …so inject low-cost excitement with novel fragrances and eye-catching formats
- Leverage a longstanding brand name to win over a new generation of haircare users
- Graph 6: select associations with haircare and styling brands, 2025
- Leverage trust gained through clear communication to increase spending on mass market brands
- Graph 7: select associations with haircare and styling brands, 2025
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PRODUCT, INNOVATION AND MARKETING
- Deepen commitments to inclusivity to create an authentic approach
- Hair fragrances can add a step into routines and benefit brand sales
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APPENDIX
- Report scope/market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Market size and forecast of haircare and styling products
- Market forecast and prediction intervals
- Market segmentation
- Channels to market
- Market share: shampoo
- Market share: conditioners
- Market share: styling aids and hairspray
- The consumer
- Usage of haircare and styling products, 2024-25
- Graph 8: usage of haircare and styling products, 2024-25
- Abbreviations and terms
This Market Dynamics report features market data extracted from Mintel’s UK Haircare Market Report 2026. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the UK haircare market. The full UK report is available to purchase here.
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