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Shampoo, Conditioner and Hairstyling Products - US - April 2018

"The shampoo, conditioner, and hairstyling products market continues to post slow but steady growth, driven by gains in the shampoo segment and a stabilizing conditioner segment, buffering struggling sales of hairspray and hairstyling products. Damage concerns and preferences for natural hair looks have some consumers skipping daily washing in lieu of dry shampoo. Additionally, interest in customized hair products could alleviate consumer confusion over which hair products to use and boost engagement."

- Alison Gaither, Beauty & Personal Care Analyst

This report will look at the following areas:

  • Less than half of consumers use shampoo daily
  • Hairstyling product sales reflective of usage
  • Consumers are confused over which type of product to use

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Less than half of consumers use shampoo daily
            • Figure 1: Frequency of shampoo usage, February 2018
          • Hairstyling product sales reflective of usage
            • Figure 2: Frequency of usage, any styling product (net), by gender, February 2018
          • Consumers are confused over which type of product to use
            • Figure 3: Confusion regarding haircare products, February 2018
          • The opportunities
            • Elevate usage by building shampoo repertoires
              • Figure 4: Frequency of shampoo usage, a few times a week, February 2018
            • Growth in natural shampoo launches is steady year over year
              • Figure 5: Year over year growth of shampoo launches making a natural claim, Jan. 2015-Dec. 2017
            • Customized hair products could alleviate consumer confusion
              • Figure 6: Interest in customized hair products, by females, February 2018
            • What it means
            • The Market – What You Need to Know

              • Shampoo driving category growth
                • Shampoo and conditioner are largest segments
                  • Innovations in other categories could pose threat to hair treatments
                    • Growing multicultural and younger population could boost sales growth
                    • Market Size and Forecast

                      • Historic and projected sales performance
                        • Figure 7: Total US retail sales and fan chart forecast of shampoo, conditioner and hairstyling products, at current prices, 2012-22
                        • Figure 8: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2012-22
                    • Market Breakdown

                      • Shampoo remains largest segment in haircare
                        • Figure 9: Share of US shampoo, conditioner, and hairstyling products retail sales, by segment, 2017
                        • Figure 10: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2012-22
                    • Market Perspective

                      • Shampoo continues to dominate, hairspray usage falters
                        • Figure 11: Haircare product usage, Fall 2014-17
                      • Competitive hair supplements could become complementary
                        • Protecting hair from damage during sleep could affect treatments
                        • Market Factors

                          • Growth among women aged 25-44 balances aging population challenges
                            • Figure 12: Female population by age, 2013-23
                          • Growing multicultural population can shift product offerings
                            • Figure 13: Population by race and Hispanic origin, percent change, 2013-23
                        • Key Players – What You Need to Know

                          • Big brands buy to diversify
                            • Consumers want natural styles and formulations
                              • Traditional hairstyling products struggle to boost sales
                                • Expert-driven customization will ease consumer confusion
                                • Company and Brand Sales of Shampoo, Conditioner and Hairstyling Products

                                  • Acquisitions impacting both leaders and middle players
                                    • Manufacturer sales of shampoo, conditioner, and hairstyling products
                                      • Figure 14: Manufacturer sales of shampoo, conditioner, and hairstyling products, 2016 and 2017
                                  • What’s Working?

                                    • Natural shampoos could reduce damage concerns
                                      • Figure 15: Year over year growth of shampoo launches making a natural claim, Jan. 2015-Dec. 2017
                                      • Figure 16: MULO sales of select natural haircare products, 52 weeks ending December 31, 2017
                                    • Air-drying reduces damage without eliminating styling
                                    • What’s Struggling?

                                      • Success of hairstyling products dependent on washing and style
                                        • Figure 17: Multi-Outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                    • What’s Next?

                                      • Customization can ease consumer confusion
                                        • Hairstylist influencers take salon expertise to social media
                                        • The Consumer – What You Need to Know

                                          • Shampoo essential to hygiene routine
                                            • Damage repair and hydration resonate with consumers
                                              • Concern over frequent shampooing leads to fewer washes
                                                • Conditioner usage reliant on shampoo
                                                  • Men are key drivers in hairstyling, though women can be engaged
                                                    • Treatments are used as needed, leading to longer purchase cycles
                                                      • Recognizable formats drive interest
                                                      • Product Usage

                                                          • Traditional products have highest usage
                                                            • Figure 18: Product usage, February 2018
                                                          • Hair treatments used as-needed; styling products off-trend
                                                            • Figure 19: Product usage, any (net), February 2018
                                                          • Younger consumers are more engaged with newer formats
                                                            • Figure 20: Use of shampoo and conditioner, by age, February 2018
                                                          • Younger women over-index for usage of styling products
                                                            • Figure 21: Use of styling products and treatments, by age, February 2018
                                                          • Black and Hispanic consumers value hydration
                                                            • Figure 22: Select product usage, part 1, by race and Hispanic origin, February 2018
                                                            • Figure 23: Select product usage, part 2, by race and Hispanic origin, February 2018
                                                        • Importance of Haircare Benefits

                                                            • Customization, damage repair top-of-mind for consumers
                                                              • Figure 24: Importance of haircare benefits, by rank, February 2018
                                                            • Younger consumers have higher interest in damage claims
                                                              • Figure 25: Importance of haircare benefits, any rank, by age, February 2018
                                                            • Dry hair is an important issue for Black consumers
                                                              • Figure 26: Importance of haircare benefits, any rank, by race and Hispanic origin, February 2018
                                                          • Usage of and Attitudes toward Shampoo

                                                              • Some consumers skip daily washing
                                                                • Figure 27: Frequency of shampoo usage, February 2018
                                                              • Daily shampoo usage driven by men
                                                                • Figure 28: Frequency of usage, any shampoo (net), by gender, February 2018
                                                              • Black consumers less likely to shampoo daily
                                                                • Figure 29: Frequency of usage, any shampoo (net), by race and Hispanic origin, February 2018
                                                              • Shampoo users value moisturizing formulas
                                                                • Figure 30: benefits sought in haircare, by shampoo users, February 2018
                                                              • Frequent shampooing seen as damaging
                                                                • Figure 31: Attitudes toward shampoo, February 2018
                                                              • Younger consumers focus on damage concerns
                                                                • Figure 32: Attitudes toward shampoo, by age, February 2018
                                                              • Black consumers like to keep it natural
                                                                • Figure 33: Attitudes toward shampoo, by race and Hispanic origin, February 2018
                                                            • Usage of and Attitudes toward Conditioner

                                                                • Conditioner usage lower than shampoo
                                                                  • Figure 34: Frequency of usage, conditioner, February 2018
                                                                • Women are more likely to pair conditioner with shampoo
                                                                  • Figure 35: Frequency of usage, any conditioner (net), by gender, February 2018
                                                                • Frequency of usage is impacted by shampoo usage, regardless of race
                                                                  • Figure 36: Frequency of conditioner usage (net), by race and Hispanic origin, February 2018
                                                                • Conditioner users over-index for moisture claims
                                                                  • Figure 37: Benefits sought in haircare, by conditioner users, February 2018
                                                                • Benefit specific conditioners may increase consumer spend
                                                                  • Figure 38: Attitudes toward conditioner, February 2018
                                                                • Black consumers are benefits driven, but look for natural
                                                                  • Figure 39: Attitudes toward conditioner, by race and Hispanic origin, February 2018
                                                              • Usage of and Attitudes toward Styling Products

                                                                  • Mousse dependent on wash cycles, dry-styling more versatile
                                                                    • Figure 40: Frequency of styling product usage, February 2018
                                                                  • Men are more likely to use styling products daily
                                                                    • Figure 41: Frequency of usage, any styling product (net), by gender, February 2018
                                                                  • Styling products can be the final defense against damage
                                                                    • Figure 42: Benefits sought in haircare, by styling product users, February 2018
                                                                  • Usage of styling products is dependent on creating a look
                                                                    • Figure 43: Attitudes toward styling products, February 2018
                                                                  • Engaging 18-24-year-olds essential for hairstyling
                                                                    • Figure 44: Attitudes toward styling products, by age, February 2018
                                                                  • Black consumers prefer natural; Hispanics choose style
                                                                    • Figure 45: Attitudes toward styling products, by race and Hispanic origin, February 2018
                                                                • Usage of Hair Treatments

                                                                    • Hair treatments are used as needed
                                                                      • Figure 46: Frequency of hair treatment usage, February 2018
                                                                    • Consumers tend to use treatments a few times a week
                                                                      • Figure 47: Frequency of usage, any treatment (net), by age, February 2018
                                                                    • Hair texture plays a role in type of treatment used
                                                                      • Figure 48: Frequency of hair treatment usage (net), by race and Hispanic origin, February 2018
                                                                  • Interest in Haircare Formats

                                                                      • Recognizable formats heat up the haircare market
                                                                        • Figure 49: Usage and interest in haircare formats, February 2018
                                                                      • Customization competes with established products
                                                                        • Figure 50: Usage and interest in haircare formats, any interest (net), February 2018
                                                                      • Women driving category innovations
                                                                        • Figure 51: Interest in haircare formats, any interest (net), by females, February 2018
                                                                      • Damage-related products pique the interest of younger consumers
                                                                        • Figure 52: Usage and interest in haircare formats, any interest (net), by age, February 2018
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                • Appendix – The Market

                                                                                    • Figure 53: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
                                                                                    • Figure 54: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2012-2017
                                                                                    • Figure 55: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2015 and 2017
                                                                                • Appendix – Key Players

                                                                                    • Figure 56: Multi-Outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 57: Multi-Outlet sales of conditioners, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 58: Multi-Outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Figure 59: Multi-Outlet sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2016 and 2017

                                                                                Shampoo, Conditioner and Hairstyling Products - US - April 2018

                                                                                US $4,395.00 (Excl.Tax)