The US shampoo and conditioner market continues to show steady growth, maintaining stable usage across key product formats. The industry has seen a gradual shift towards more launches with masstige and prestige pricing, with a strong focus on ‘clean’ and ethical product claims, along with elevated efficacy messaging through ingredient inclusions and science-backed support. Further, anti-hair loss and hair growth benefits are gaining popularity, with concerns seen across ages.
Consumers are increasingly drawn to advanced formulations that deliver elevated benefits such as deep moisturization, damage repair, and frizz control in both shampoo and conditioner formats, going beyond basic hygiene propositions. Personalized and “clean” haircare solutions are also gaining momentum, fueled by growing awareness and a heightened focus on individual hair and scalp health. As an essential and hygienic category within haircare, the long-term growth of shampoo and conditioner sales will be driven by continuous innovation that addresses diverse hair needs, ensures clean and safe formulations, and delivers exceptional value through both pricing and efficacy.
Shampoo and conditioner remain hygiene staples in haircare, but next-gen products must offer enhanced benefits for hair and scalp health to stay relevant.
Carson Kitzmiller, Senior Analyst, Beauty & Personal Care
For the purposes of this Report, Mintel has used the following definitions:
This Report does not include hair styling products, hair color or other chemical treatments such as perms, relaxers, or keratin straighteners. In addition, this Report only covers the at-home haircare market and does not include salon services or products sold through salons.
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