Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Covered in this report

The haircare market enjoys strong penetration – as nearly all consumers use one or more haircare products. However, industry players are challenged due to increased competition and shifts in hairwashing routines. Furthermore, with the majority of Americans staying inside due to COVID-19, the haircare market will take a short-term hit in 2020, but is expected to recover through 2024.

Looking for further research in this area?


Take a look at the following reports:

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 shampoo, conditioner and hairstyling products market continues to post slow but steady growth. Despite high penetration and saturation, the market grew thanks to gains in shampoo and moderate boosts in conditioner. However, the hairstyling segment continues to struggle due to a preference toward natural styles and cross-category competition from both the shampoo and treatment segments. Due to shifts in washing routines, there are opportunities to appeal to consumers with multibenefit styling products and scalp care innovations Clare Hennigan
Senior BPC Analyst

mintelcontainerpage
82913
3559.8600
593
2020-04-09T00:00:00+0000
451
589
607

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Figure 1: Short, medium and long term impact of COVID-19 on shampoo, conditioner and hairstyling, April 2020
          • The issues
            • COVID-19 will lead to short-term decline for haircare
              • Daily washing continues to decline
                • Figure 2: Shampoo usage frequency, February 2018, December 2018 and February 2020
              • Hairstyling segment struggles to take hold
                • Figure 3: Hairstyling usage frequency – net any styling, by gender, February 2020
              • Engagement declines with age
                • Figure 4: Product usage, by age 55+, February 2020
              • The opportunities
                • Opportunities to reach consumers with multifunctional products
                  • Figure 5: Interest in innovations, February 2020
                • Growing multicultural population opens doors for new products
                  • Figure 6: Hair texture, by race and Hispanic origin, February 2020
                • Eco claims resonate with young adults
                  • Figure 7: Select interest in innovation, by 18-24 age group, February 2020
                • What it means
                • Impact of COVID-19 on Shampoo, Conditioner and Hairstyling

                  • What you need to know
                    • Figure 8: Short, medium and long term impact of COVID-19 on shampoo, conditioner and hairstyling, April 2020
                  • Opportunities and Threats
                    • Hair washing routines are disrupted, but not for long
                      • Haircare becomes integral to self-care, opening doors for mass players
                        • Build beauty communities with CSR and technology
                          • COVID-19 is a catalyst for clean and safe haircare products
                            • Impact on the shampoo, conditioner and hairstyling market
                              • Figure 9: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2014-24
                            • How the crisis will affect haircare’s key consumer segments
                              • Key consumer segments
                                • As salons stay closed, consumers spa-in-place
                                  • Subscription services and DTC brands grow, challenging distribution channels
                                    • How a COVID-19 recession will reshape the industry
                                      • Economic concerns will impact discretionary spending
                                        • A changing landscape showcases new challenges from last recession
                                          • COVID-19: US context
                                          • The Market – What You Need to Know

                                            • Haircare to take expected hit
                                              • Shampoo controls the lion’s share of the market
                                                • Race influences hair texture
                                                  • Multicultural population grows
                                                  • Market Size and Forecast

                                                    • Haircare market expected to take a hit, but bounce back post COVID-19
                                                      • Figure 10: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2014-24
                                                  • Market Breakdown

                                                    • Shampoo controls the lion’s share of the market
                                                      • Figure 11: Share of US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2019
                                                      • Figure 12: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2014-20
                                                  • Market Perspective

                                                    • Most Americans have straight or wavy hair textures
                                                      • Figure 13: Hair texture, February 2020
                                                    • Race influences hair texture and concerns
                                                      • Figure 14: Hair concerns, by race and Hispanic origin, February 2020
                                                    • Hair texture does not always denote hair structure
                                                      • Figure 15: Hair texture, by hair structure, February 2020
                                                    • Hair loss hits home
                                                      • Figure 16: Hair concerns, February 2020
                                                    • Lifestyle influences hair concerns
                                                      • Figure 17: Hair concerns, by gender, February 2020
                                                    • Older adults are concerned about hair loss
                                                      • Figure 18: Hair concerns, by age, February 2020
                                                  • Market Factors

                                                    • Multicultural population grows
                                                      • Figure 19: Distribution of generations by race and Hispanic origin, 2019
                                                    • Influencer launches disrupt market
                                                    • Impact of COVID-19 on Shampoo, Conditioner and Hairstyling

                                                      • Key Players – What You Need to Know

                                                        • P&G is “Head & Shoulders” above the rest
                                                          • TikTok “challenges” create opportunities
                                                            • Styling struggles to take hold
                                                              • Haircare gets an eco-edge
                                                              • Company and Brand Sales of Shampoo, Conditioner and Hairstyling Products

                                                                • P&G is “Head & Shoulders” above the rest
                                                                  • Dry shampoo brands see gains
                                                                    • Sales of shampoo, conditioner and hairstyling products by company
                                                                      • Figure 20: Sales of shampoo, conditioner and hairstyling products, by company, 2019 and 2020
                                                                  • What’s Working

                                                                    • Blonde shampoos are a highlight
                                                                      • Figure 21: Multi-outlet sales of select color refreshing shampoos, by companies and brands, rolling 52 weeks 2019 and 2020
                                                                    • TikTok “challenges” create opportunities
                                                                      • How haircare brands can reach audiences on TikTok
                                                                        • Shampoo brands with natural and eco-positioning see success
                                                                          • Figure 22: Multi-outlet sales of select shampoos, by companies and brands, rolling 52 weeks 2019 and 2020
                                                                        • Indie men’s styling brands disrupt market
                                                                          • Figure 23: Multi-outlet sales of select hairstyling products, by companies and brands, rolling 52 weeks 2019 and 2020
                                                                      • What’s Struggling

                                                                        • Styling struggles to take hold
                                                                          • Figure 24: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                      • What to Watch

                                                                        • Haircare gets an eco-edge
                                                                          • Consider the implications: Wellbeing Trend Driver
                                                                            • Skincare innovations shed light on haircare opportunities
                                                                              • Future proof brands with science-backed safe synthetics and biotechnology
                                                                              • The Consumer – What You Need to Know

                                                                                • Young women are heaviest product users and represent key audience
                                                                                  • Dependence on dry shampoo grows as consumers prolong washes
                                                                                    • Dry hair concerns boost conditioner usage
                                                                                      • Black adults hair concerns dictate treatment usage
                                                                                        • Older adults take a routine-driven approach to shopping
                                                                                          • Eco-friendly claims are important to young adults
                                                                                            • 18-24 year olds rely on social media for haircare information
                                                                                              • Time-saving products resonate with women
                                                                                              • Product Usage

                                                                                                • Consumers are trading regular shampoo for alternative formats
                                                                                                  • Figure 25: Product usage, December 2018 and February 2020
                                                                                                • Women drive usage for most products
                                                                                                  • Figure 26: Product usage, by gender, February 2020
                                                                                                • Older adults stick to product staples
                                                                                                  • Figure 27: Product usage, by age, February 2020
                                                                                                • Product usage reveals unique needs among Black adults
                                                                                                  • Figure 28: Product usage, by race and Hispanic origin, February 2020
                                                                                                • Young women are heaviest haircare users
                                                                                                  • Figure 29: Repertoire analysis, product usage – by female, 18-34, February 2020
                                                                                              • Shampoo Usage Frequency

                                                                                                • Washing occurs a few times a week
                                                                                                  • Figure 30: Shampoo usage frequency, February 2020
                                                                                                • Daily shampoo usage continues to decline
                                                                                                  • Figure 31: Shampoo usage frequency, February 2018, December 2018 and February 2020
                                                                                                • Gender influences washing routines
                                                                                                  • Figure 32: Regular shampoo usage frequency, by gender, February 2020
                                                                                                • Race dictates usage frequency
                                                                                                  • Figure 33: Regular shampoo usage frequency, by race and Hispanic origin, February 2020
                                                                                              • Conditioner Usage Frequency

                                                                                                • Daily hair washers sacrifice steps to save time
                                                                                                  • Figure 34: Conditioner usage frequency, February 2020
                                                                                                • Desire for moisture boosts conditioner usage
                                                                                                  • Figure 35: Regular conditioner usage frequency, February 2018, December 2018 and February 2020
                                                                                                • Conditioners are a staple for women
                                                                                                  • Figure 36: Conditioner usage frequency – net any conditioner, by gender, February 2020
                                                                                                • Black adults use conditioning products on non-shampoo days
                                                                                                  • Figure 37: Conditioner usage frequency – net any conditioner, by race and Hispanic Origin, February 2020
                                                                                              • Hairstyling Usage Frequency

                                                                                                • Styling usage is dependent on washing routines
                                                                                                  • Figure 38: Hairstyling usage frequency, February 2020
                                                                                                • Styling products are used more often, but less frequently
                                                                                                  • Figure 39: Hairstyling usage frequency – net any styling, February 2018, December 2018 and February 2020
                                                                                                • Daily hairstyling usage is driven by men
                                                                                                  • Figure 40: Hairstyling usage frequency – net any styling, by gender, February 2020
                                                                                                • Older adults use styling products more frequently
                                                                                                  • Figure 41: Hairstyling usage frequency – net any styling, by age, February 2020
                                                                                              • Hair Treatment Usage Frequency

                                                                                                • Hair oil is most likely to be used daily
                                                                                                  • Product Highlight
                                                                                                    • Figure 42: Hair treatment usage frequency, February 2020
                                                                                                  • Hair treatments poised to grow
                                                                                                    • Figure 43: Usage frequency of treatments, February 2018, December 2018 and February 2020
                                                                                                  • Race influences treatment usage
                                                                                                    • Figure 44: Usage frequency of hair treatments – net any treatment, by race and Hispanic origin, February 2020
                                                                                                • Shopping Behaviors

                                                                                                  • Online shopping grows
                                                                                                    • Figure 45: Shopping behaviors, February 2020 and December 2018
                                                                                                  • Older adults take a routine-driven approach to shopping
                                                                                                    • Figure 46: Select shopping behaviors, by age, February 2020
                                                                                                  • Short ingredient lists resonate with Black adults
                                                                                                    • Product spotlight
                                                                                                      • Figure 47: Select shopping behaviors, by race and Hispanic origin, February 2020
                                                                                                  • Product Claims

                                                                                                    • Important haircare claims reflect hair concerns
                                                                                                      • Functional benefits and recognizable ingredients win over consumers
                                                                                                        • Figure 48: Product claims, February 2020
                                                                                                      • Women seek a wide variety of claims
                                                                                                        • Figure 49: Product claims – important, by gender, February 2020
                                                                                                      • Young adults are eco-conscious
                                                                                                        • Figure 50: Product claims – important, by age, February 2020
                                                                                                      • Black adults seek products that address unique hair concerns
                                                                                                        • Figure 51: Multi-outlet sales of Cantu, rolling 52 weeks 2019 and 2020
                                                                                                        • Figure 52: Product claims – important, by race and Hispanic Origin, February 2020
                                                                                                      • Functional claims still have most reach
                                                                                                        • Figure 53: Turf analysis – benefits sought, February 2020
                                                                                                        • Figure 54: Table – TURF analysis – product claims, January 2020
                                                                                                      • Methodology
                                                                                                      • Attitudes and Behaviors toward Haircare

                                                                                                        • Confusion still clouds haircare
                                                                                                          • Figure 55: Attitudes and behaviors toward haircare, February 2020
                                                                                                        • 18-24 year olds use social media to research haircare
                                                                                                          • Figure 56: Select attitudes and behaviors toward haircare, by age, February 2020
                                                                                                        • DIY product mixes appeal to Black adults
                                                                                                          • Figure 57: Select attitudes and behaviors toward haircare, by race and Hispanic Origin, February 2020
                                                                                                      • Interest in Innovations

                                                                                                        • Clean haircare products have widespread appeal
                                                                                                          • Figure 58: Interest in innovation, February 2020
                                                                                                        • Women are interested in fighting fade with color refreshers
                                                                                                          • Figure 59: Interest in innovation, by gender, February 2020
                                                                                                        • Eco-innovations appeal to most, regardless of age
                                                                                                          • Figure 60: Love Beauty and Planet – benefits of fast rinse conditioners video
                                                                                                          • Figure 61: Interest in innovations, by age, February 2020
                                                                                                        • Scalp innovations reach Asian and Black adults
                                                                                                          • Figure 62: Interest in innovations, by race and Hispanic Origin, February 2020
                                                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                                                      • Figure 63: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at inflation-adjusted prices, 2014-24
                                                                                                                      • Figure 64: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2014-19
                                                                                                                      • Figure 65: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2017 and 2019
                                                                                                                  • Appendix – Retail Channels

                                                                                                                      • Figure 66: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2014-19
                                                                                                                      • Figure 67: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2017 and 2019
                                                                                                                  • Appendix – Key Players

                                                                                                                      • Figure 68: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                      • Figure 69: Multi-outlet sales of conditioner, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                      • Figure 70: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2019 and 2020

                                                                                                                  About the report

                                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                  • The Consumer

                                                                                                                    What They Want. Why They Want It.

                                                                                                                  • The Competitors

                                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                                  • The Market

                                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                  • The Innovations

                                                                                                                    New Ideas. New Products. New Potential.

                                                                                                                  • The Opportunities

                                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                                  • The Trends

                                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                  Description