2021
9
US Shampoo, Conditioner and Hairstyling Products Market Report 2021
2021-05-14T04:15:40+01:00
OX1045043
3695
138085
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Report
en_GB
“The stress, anxiety and health concerns spurred by the pandemic had a varied impact on haircare routines and product usage. A desire to support both mental and hair health saw…

US Shampoo, Conditioner and Hairstyling Products Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Shampoo, Conditioner and Hairstyling Product market, including the behaviours, preferences and habits of the consumer.

Despite the disruptions to nearly all markets throughout 2020 because of the COVID-19 pandemic, the haircare market was able to avoid any major losses thanks to the functional and hygienic nature of the category. Retail sales increased by 1.3% in 2020, with that slow yet steady growth continuing through to 2025.

The pandemic has caused an impact on consumer’s health and beauty routines. A shift towards homeworking, lack of social occasions and increased time spent at home during lockdowns has meant that people have reduced the need for products. However, there has also been an intensified need for self-care, with people looking to relax during this stressful time period. This desire for hair health has spurred the usage of conditioners, as well as products with mental and physical benefits.

With 17% of haircare users utilising their beauty and haircare routines as a way of relaxing more than before the pandemic, companies may benefit from innovating into more functional ingredients that promote holistic health.

Read on to discover more details or take a look at all of our US Beauty, Personal Goods and Toiletries market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the shampoo, conditioner and hairstyling market.
  • How a K-shaped recovery is impacting the haircare market.
  • How brands in the space are renovating offerings to solve new lifestyle needs.
  • Hair washing and styling benefits sought.

Covered in this report

Brands: Dove, Function of Beauty, Head & Shoulders, L’Oréal, Cantu, Root to End, Dollar General, Unilever, Proctor & Gamble, Johnson & Johnson, PDC Brands, Revlon Inc, It’s A 10, Kao Corporation, High Ridge Brands.

Expert analysis from a specialist in the field

Written by Clare Hennigan, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The stress, anxiety and health concerns spurred by the pandemic had a varied impact on haircare routines and product usage. A desire to support both mental and hair health saw consumers approach their routines with a self-care lens, boosting usage of conditioning products and increasing washing frequency. At the same time, fewer social occasions and remote work/school life drove down usage of hairstyling products.
As the threat of the virus subsides and consumers increase interactions outside of the home, typical washing and styling routines will likely fall back into place. However, a continued focus on self-care and hair health will see consumers seek products that allow them to maintain their haircare rituals.

Clare Hennigan
Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Economic and other assumptions
            • COVID-19: US context
            • Executive Summary

                • What you need to know
                  • Brands that transform washing routines into self-care experiences will win with consumers
                    • Target innovation to support holistic health
                      • Keep up with the evolving demographic landscape
                        • Renovate offerings to appeal to evolving lifestyle needs
                          • Put people and the planet at the forefront of brand messaging
                            • Bring expertise and familiarity into the conscious haircare movement
                              • Market overview
                                • Figure 1: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling product, at current prices, 2015-25
                              • Impact of COVID-19 on shampoo, conditioner and hairstyling products
                                • Figure 2: Short-, medium- and long-term impact of COVID-19 on shampoo, conditioner and hairstyling products, April 2021
                            • The Market – Key Takeaways

                              • Haircare market expected to continue slow yet steady growth
                                • Conditioner driving strongest gains
                                  • Haircare needs to keep up with the evolving demographic landscape
                                  • Market Size and Forecast

                                    • Haircare market expected to continue slow, yet steady growth
                                      • Figure 3: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling products, at current prices, 2015-25
                                      • Figure 4: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2015-25
                                    • Impact of COVID-19 on shampoo, conditioner and hairstyling products
                                    • Segment Performance

                                      • Conditioner leading growth
                                        • Figure 5: Share of US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2018 and 2020
                                      • Hairstyling products take a hit
                                        • Figure 6: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2015-25
                                    • Market Factors

                                      • Haircare needs to keep up with the evolving demographic landscape
                                          • Figure 7: Repertoire of haircare products, by race and Hispanic origin, January 2021
                                        • Consider intersectionality when approaching NPD
                                          • Figure 8: Instagram post – Cardi B, March 2021
                                        • Embrace multidimensionality in communication strategies
                                          • Figure 9: Dove Men + Care – Off Court Champs
                                        • Will customization enable greater inclusivity in haircare?
                                          • Figure 10: Instagram post – Function of Beauty x Target
                                        • Renovate communication strategies to align with shifting perceptions of “clean”
                                          • Figure 11: Instagram Post – Chemical Free
                                        • Water shortages and climate concerns could increase demand for quick-rinse formulas
                                        • Companies and Brands – Key Takeaways

                                          • COVID-19 disrupts the leader board
                                            • Brands are renovating offerings to meet new lifestyle needs
                                              • Get more descriptive with haircare fragrances to grow ecommerce
                                              • Market Share

                                                • COVID-19 disrupts the leader board
                                                  • Sales of shampoo, conditioner and hairstyling products by company
                                                    • Figure 12: Multi-outlet sales of shampoo, conditioner, and hair styling products, by leading companies, rolling 52 weeks 2020 and 2021
                                                • Competitive Strategies

                                                  • Brands are renovating offerings to meet new lifestyle needs
                                                    • Figure 13: Instagram post – Ouai pet care
                                                  • Head & Shoulders addresses the emotional impact of dandruff
                                                    • Figure 14: Head & Shoulders – #TakeBackYourFuture
                                                  • Boost trust by leveraging expertise and ingredient familiarity
                                                  • Market Opportunities

                                                    • Sustainability will shape the future of haircare
                                                      • Target innovation to address unmet hormonal needs
                                                        • Figure 15: Interest in hair products that address hormonal changes, by age, January 2021
                                                      • Get more descriptive with haircare fragrances to grow ecommerce
                                                        • Figure 16: TikTok – Fragrances as Hogwarts houses
                                                        • Figure 17: Haircare purchase channel location, January 2021
                                                      • Develop holistic solutions for stress-induced hair loss
                                                      • The Consumer – Key Takeaways

                                                        • Highlight convenience to increase men’s repeat purchase rate
                                                          • Offer customizable solutions to meet diverse needs of Hispanic consumers
                                                            • Partner with edu-tainers on social media to reach key groups
                                                              • Encourage trade-ups by promoting long-lasting scent benefits
                                                                • Consumers are putting hair health and wellness at the forefront
                                                                  • Expect greater familiarity with active ingredients in haircare
                                                                    • A spotlight on cleanliness piques interest in hair sanitizers
                                                                    • Shampoo and Conditioner Product Usage

                                                                      • Focus NPD to address shifting lifestyle needs
                                                                        • Figure 18: Shampoo and conditioner product usage, January 2021
                                                                      • Highlight convenience to increase men’s repeat purchase rate
                                                                          • Figure 19: Method Men – The Great Grooming Confessional
                                                                          • Figure 20: Shampoo and conditioner product usage, by gender, January 2021
                                                                        • Take a targeted approach to innovation and appeal to Millennials by using popular skincare ingredients in haircare
                                                                          • Figure 21: Shampoo and conditioner product usage, by age, January 2021
                                                                        • Black adults lead usage of alternative formats
                                                                          • Figure 22: Shampoo and conditioner product usage, by race and Hispanic origin, January 2021
                                                                      • Hairstyling and Treatment Product Usage

                                                                        • Leverage hair oil’s health halo to encourage trade-ups
                                                                          • Figure 23: Instagram post – Adowa Beauty
                                                                          • Figure 24: Hairstyling and treatment product usage, January 2021
                                                                        • Renovate styling products to suit men’s needs
                                                                          • Figure 25: Hairstyling and treatment product usage, by gender, January 2021
                                                                        • Tap into TikTok trends and bring “fun” into the styling segment
                                                                          • Figure 26: Hairstyling and treatment product usage, by age, January 2021
                                                                        • Offer customizable solutions to meet Hispanic consumer’s diverse needs
                                                                          • Figure 27: Hairstyling and treatment product usage, by race and Hispanic origin, January 2021
                                                                      • Shopping Behaviors

                                                                        • A focus on hair/scalp health will give rise to functional ingredient stories
                                                                            • Figure 28: Haircare shopping behaviors, January 2021
                                                                          • Partner with edu-tainers on social media to reach key groups
                                                                              • Figure 29: TikTok – Matt Loves Hair x Amika
                                                                              • Figure 30: Haircare shopping behaviors, by age, January 2021
                                                                            • Use ingredient stories to demonstrate hair health
                                                                              • Figure 31: Haircare shopping behaviors, by race and Hispanic origin, January 2021
                                                                          • Benefits Sought

                                                                            • Encourage trade-ups by promoting long-lasting scent benefits
                                                                              • Figure 32: Hair washing products benefits sought, January 2021
                                                                            • Men prioritize efficacy and convenience
                                                                              • Figure 33: Hair washing products benefits sought, by gender, January 2021
                                                                            • Focus on hair health to reach Black and Hispanic consumers
                                                                              • Figure 34: My Black is Beautiful – Golden Milk Collection
                                                                              • Figure 35: Hair washing products benefits sought, by race and Hispanic origin, January 2021
                                                                            • Consumers seek style preservation and fragrance from styling products
                                                                              • Figure 36: Hair styling products benefits sought, January 2021
                                                                          • Changes in Behavior

                                                                            • Consumers are putting hair health and wellness at the forefront
                                                                                • Figure 37: Instagram post – Crown Affair
                                                                                • Figure 38: Changes in haircare behavior, January 2021
                                                                              • Black and Hispanic consumers engaged in DIY during lockdown
                                                                                • Figure 39: TikTok – Rice water
                                                                                • Figure 40: Changes in haircare behavior – More, by race and Hispanic origin, January 2021
                                                                            • Attitudes toward Haircare

                                                                              • Expect greater familiarity with active ingredients in haircare
                                                                                • Figure 41: Instagram post – Haircare ingredients
                                                                                • Figure 42: Attitudes toward haircare, January 2021
                                                                              • Women take a holistic approach to haircare
                                                                                • Figure 43: Select attitudes toward haircare, by gender, January 2021
                                                                            • Interest in Innovation

                                                                              • Color refreshing products are a bright spot
                                                                                • Figure 44: Select multi-outlet sales of toning shampoos, rolling 52 weeks 2020 and 2021
                                                                                • Figure 45: Interest in haircare innovation, January 2021
                                                                              • A spotlight on cleanliness piques interest in hair sanitizers
                                                                                  • Figure 46: Instagram post – Dede Hair Purifier
                                                                                  • Figure 47: Interest in haircare innovations, by gender, January 2021
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Sales data
                                                                                    • Forecast
                                                                                      • Consumer survey data
                                                                                        • Abbreviations and terms
                                                                                          • Abbreviations
                                                                                            • Terms
                                                                                            • Appendix – The Market

                                                                                                • Figure 48: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at inflation-adjusted prices, 2015-25
                                                                                                • Figure 49: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2018 and 2020
                                                                                                • Figure 50: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2015-20
                                                                                            • Appendix – Companies and Brands

                                                                                                • Figure 51: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                                                                                • Figure 52: Multi-outlet sales of hair conditioner, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                                                                                • Figure 53: Multi-outlet sales of hair styling products, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                                                                            • Appendix – The Consumer

                                                                                                • Figure 54: TURF Analysis – Benefits sought – Shampoo/conditioner, January 2021
                                                                                                • Figure 55: TURF Analysis – Benefits sought – Styling products, January 2021
                                                                                              • Methodology
                                                                                              • Appendix – GNPD

                                                                                                  • Figure 56: Fastest growing ingredients in USA hair products, date published is between May 2016-April 2021

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