This hair care products market research provides an in-depth analysis of how Americans engage with shampoo, conditioner, and hairstyling products. Be the first to know what consumers want from brands in the US hair care industry with this report.
Below, we’ve summarized the core areas analyzed and offered hand-selected findings from the full document.
Core Areas Analyzed
- Hair care market size and forecast.
- How companies/brands are marketing.
- How users define their hair, and concerns they have with their hair.
- Use of shampoo, conditioner, hair treatments, and hairstyling products.
- Benefits sought from hair cleansers, conditioners, treatments, and styling products.
- Hair care products usage frequency.
- Attitudes and behaviors toward hair health, hair loss, and hair damage.
- Engagement with professional hair services.
US Hair Care Products Market Insights
Market size and forecast
The hair care market in the US has been experiencing growth, with shampoo sales being boosted by daily routines. However, the market is expected to cool beyond 2024, with forecasts indicating a decline in growth rates.
Consumer trends and strategies
Most consumers know their top-level hair texture and structure, with only 2-3% saying they don’t know. Yet, brands can go further on personalization. When promoting products, brands can go beyond initial identification, into specific needs and concerns, and combine hair texture/structure recommendations with products, helping users find solutions.
With most consumers knowing their hair texture and structure, hair porosity is an opportunity area, as overall 39% of consumers don’t know what it means. Millennials lead the way in understanding, and educating consumers on their hair needs through their hair porosity type can further solidify personalized rituals.
Universal concerns of hair loss and dryness impact consumers across all hair types. Indeed, different hair types bring about different maintenance and needs, but brands should be aware that while universal concerns exist, personalizing formulations that best support natural hair texture will be key.
This report goes further with visual, statistical, and expert analysis of how brands can support consumers’ hair care needs and drive growth. Buy your copy today and see the results in your strategy. You can also browse our hair care market research catalog.
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Expert Analysis
Leading BPC analyst Carson Kitzmiller delivers expert industry insights with this in-depth report.
Brands are increasingly expanding their hair offerings to cater to specific hair types and concerns, aiming to secure a prominent spot in personal care routines.
Carson Kitzmiller
Senior Analyst, Beauty & Personal Care
Collapse All
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- Key issues covered in this Report
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Executive Summary
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The Market
- Market context
- Graph 1: headline CPI, core CPI, and shelter CPI, 2021-23
- Graph 2: unemployment rate, 2019-23
- Graph 3: consumer sentiment index, 2021-24
- Market drivers
- Graph 4: haircare (shampoo, conditioner, hair styling, hair treatments) launches, by select beauty price positioning, 2018-23
- Graph 5: Shampoo, Conditioner, Treatments and Hairstyling product usage, repertoire, 2023
- Market size and forecast
- Market segmentation
- Graph 6: total retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2018-28
- Market share/brand share
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Competitive Strategies & Market Opportunities
- “Skinification” of haircare continues
- Graph 7: hyaluronic acid inclusion within haircare, by sub-category, 2016-23
- Personalized routines and products infiltrate the market
- Graph 8: select attitudes toward the beauty industry, by gender and age, 2023
- New avenues of influence
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Consumer Insights
- Consumer fast facts
- Hair types: structure, texture and porosity
- Graph 9: self-described natural hair texture, 2023
- Graph 10: self-described natural hair texture, by select race, 2023
- Graph 11: self-described natural hair structure, 2023
- Graph 12: self-described natural hair texture, by natural hair structure, 2023
- Graph 13: self-described hair porosity, by gender and generation, 2023
- Graph 14: self-described hair porosity, 2023
- Hair concerns
- Graph 15: hair concerns, by females by age, 2023
- Graph 16: select hair concerns, by gender, 2023
- Graph 17: hair concerns, by natural hair texture, 2023
- Shampoo and conditioner usage details and benefits sought
- Graph 18: shampoo and conditioner product usage, by gender and age, 2023
- Graph 19: shampoo and conditioner product usage (NET), by gender and age, 2023
- Graph 20: benefits sought from hair cleansers and conditioner, 2023
- Graph 21: benefits sought in hair cleansers (eg shampoo), by gender and age, 2023
- Graph 22: benefits sought from hair cleansers (eg shampoo), by select race, 2023
- Graph 23: benefits sought from hair conditioners, by gender and generation, 2023
- Graph 24: benefits sought from hair conditioners, by select hair concerns, 2023
- Treatment and styling usage details and benefits sought
- Graph 25: hair treatment and hair styling product usage (NET), by gender, 2023
- Graph 26: hair treatment and hair styling product usage, by gender, 2023
- Graph 27: benefits sought from hairstyling and hair treatment products, 2023
- Graph 28: benefits sought from hairstyling products, by gender and generation, 2023
- Graph 29: benefits sought from hair treatment products, by gender and select generation, 2023
- Haircare behaviors and frequency
- Graph 30: frequency of haircare behaviors, 2023
- Graph 31: hair washing frequency, females, by generation, 2023
- Graph 32: conditioning hair frequency, by select race, 2023
- Graph 33: select haircare behaviors that are part of routine (NET), by natural hair texture, 2023
- Attitudes and behaviors toward haircare
- Graph 34: paying more attention to hair health compared to a year ago, by gender and age, 2023
- Graph 35: looking for products that support specific hair porosity, by gender and generation, 2023
- Graph 36: purchasing cheaper types of haircare products to save money, by financial situation, 2023
- Professional hair services
- Graph 37: Number of types of professional hair services received in the last 12 months, Repertoire, 2023
- Graph 38: professional hair services received in the past 12 months, by gender, 2023
- Graph 39: professional hair services received in the past 12 months, by gender and generation, 2023
- Graph 40: professional hair services received in the past 12 months, by hair texture, 2023
- Graph 41: booking professional hair services compared to a year ago, by gender and age, 2023
- Graph 42: booking professional hair services compared to a year ago, by financial situation, 2023
- Graph 43: reasons for booking more professional haircare services in the last 12 months, by gender, 2023
- Graph 44: reasons for booking fewer professional hair services compared to a year ago, by gender, 2023
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Appendix
- Market tables and definitions
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