This Market Dynamics report features market data extracted from Mintel’s US Shampoo and Conditioner Market Report 2025. 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 US shampoo and conditioner market. The full US report is available to purchase here.
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MARKET DYNAMICS
- Market context
- Economic growth is expected to decline in Q1 2025
- Graph 1: quarterly real GDP growth, 2021-25
- Both annual and core inflation increased by more than expected in January
- Graph 2: headline CPI and core CPI, 2021-25
- Consumer sentiment declined by 10% from January – falling to its lowest level since late 2023
- Graph 3: consumer sentiment index, 2022-25
- Nearly 45% of consumers have seen their financial situations change for the better in the past year
- Graph 4: change in financial situation over the past 12 months, 2023-25
- Market drivers
- Consumers expect similar benefits across shampoo and conditioner products
- Graph 5: benefits sought (NET – any rank), by product type, 2025
- Long(er)-term loyalty may start with teens and tweens
- Graph 6: usage of haircare products, by gender and age, 2024
- Graph 7: attitudes and behaviors toward BPC, by gender and age, 2024
- Men showcase affinity for premium purchasing and daily use
- Graph 8: shopping behaviors toward shampoo, males by age, 2024
- Graph 9: shopping behaviors toward conditioner, males by age, 2024
- MoCRA: short-term hurdles, long-term trust
- Prepare for a focus on ‘forever chemicals’
- Market size and forecast
- Retail sales and forecast of shampoo and conditioner products
- US: total retail sales and forecast of shampoo and conditioner, at current prices, 2019-29
- US: total retail sales and forecast of shampoo and conditioner, at inflation-adjusted prices, 2019-29
- Average HH spend +20% in five years
- Graph 10: average annual household spending on shampoo and conditioner, 2019-24
- Market segmentation
- After a strong few years, growth expected to stall across both segments
- Graph 11: total retail sales and forecast of shampoo and conditioner, by segment, at current prices, 2019-29
- US: total retail sales and forecast of shampoo and conditioner, by segment, at current prices, 2019-29
- Shampoo in MULO segment: growth driven by price hikes
- Graph 12: value, average price and volume of multi-outlet shampoo sales, 2019-24
- US: value, average price and volume of multi-outlet shampoo sales, 2019-24
- Conditioners in MULO segment: unit sales continue to decline in 2024
- Graph 13: value, average price and volume of multi-outlet conditioner sales, 2019-24
- US: value, average price and volume of multi-outlet conditioner sales, 2019-24
- Drugstores continue to lose relevance
- Graph 14: total retail sales of shampoo and conditioner, by channel, at current prices, 2019-24
- US: total retail sales of shampoo and conditioner, by channel, at current prices, 2019-24
- Market/brand share
- P&G leads in $ and market share growth
- P&G, L’Oreal USA and Church & Dwight Co Inc post strong growth in shampoo sector
- Mielle and Native Conditioner formats win for Procter & Gamble
- Shampoo and conditioner segments see differing performance under the same brand umbrellas
- Graph 15: multi-outlet sales of shampoo and conditioner, by select brands, rolling 52 weeks 2023 and 2024
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CONSUMER INSIGHTS
- Shampoo + conditioning routines
- Adults with HHIs $100K+ less likely to use products from same brand/product line
- Graph 16: select routine behaviors, by household income, 2025
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research questions continued
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Fan chart table for shampoo and conditioner products, 2024-29
- Hair texture, structure and scalp type
- Hair texture
- Graph 17: hair texture, 2025
- Hair structure
- Graph 18: hair structure, 2025
- Scalp type
- Graph 19: self-described scalp type, 2025
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
How can Market Dynamics help your brand?
- Gain immediate strategic clarity with quality market data and forecasts.
- Understand the ‘why’ behind industry trends with world-class human insight.
- Plot your next move with analysis of the competitive landscape and product launch activity.
- Uncover opportunities and unlock your growth potential with analyst recommendations.
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