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US Shampoo, Conditioner and Hairstyling Products market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Shampoo, Conditioner and Hairstyling Products market, its consumers and the major players who make up the market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Key points included

  • Daily usage of hair products is declining
  • Older adults stick with the same products, particularly mainstream products
  • Changing landscape challenges leading companies, but benefits emerging players

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

  • Shampoo, including anti-dandruff formulas and dry shampoo
  • Conditioner, including leave-in and rinse-out products
  • Hairstyling products including hairspray/spritz, gel, mousse, cream, oil, putty, and other texturizers

This report does not include hair color or other chemical treatments such as perms, relaxers, or keratin straighteners. This report only covers the at-home haircare market and does not include salon services.

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Home & 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 experience slow, yet steady growth, benefiting from strong shampoo and conditioner sales. However, damage concerns have some consumers skipping daily washing in lieu of dry shampoo.Olivia Guinaugh
Home & Personal Care Analyst

What you get

What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Figure 1: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2013-23
        • The issues
          • Daily usage of hair products is declining
            • Figure 2: Daily usage of select haircare products, February 2018 and December 2018
          • Older adults stick with the same products, particularly mainstream products
            • Figure 3: Select shopping behavior and attitude toward shampoo, conditioner, and hairstyling products, by adults aged 55+, December 2018
          • Changing landscape challenges leading companies, but benefits emerging players
            • Figure 4: Market share of shampoo, conditioner, and hairstyling products, by select companies, 2017 and 2018
          • The opportunities
            • Concerns around frequent washing give dry shampoo usage a boost
              • Figure 5: Use dry shampoo a few times a week, February 2018 and December 2018
            • Young adults and women express strong interest in unique ingredients
              • Figure 6: Usage and interest in select ingredients, by age and female, December 2018
            • Brands can capitalize on distinct hair concerns and needs
              • Figure 7: Select hair concerns, by hair type, December 2018
            • What it means
            • The Market – What You Need to Know

              • Market expected to maintain steady growth through 2023
                • Shampoo dominates haircare market
                  • Hair type and gender reveal differences in hair concerns
                  • Market Size and Forecast

                    • Market expected to maintain steady growth through 2023
                      • Figure 8: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2013-23
                      • Figure 9: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2013-23
                  • Market Breakdown

                    • Shampoo dominates haircare market
                      • Figure 10: Share of US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2018
                      • Figure 11: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2013-23
                  • Market Perspective

                    • Hair type influences hair concerns
                      • Figure 12: Hair concerns, by hair type, December 2018
                    • Gender reveals differences in hair concerns
                      • Figure 13: Hair concerns, by gender, December 2018
                  • Market Factors

                    • US population continues to become more diverse
                      • Figure 14: Distribution of generations by race and Hispanic origin, 2018
                    • An aging population can lead to market challenges
                      • Figure 15: Population aged 18 or older, by age, 2013-23
                  • Key Players – What You Need to Know

                    • Changing landscape challenges leaders but supports emerging brands
                      • Natural, celebrity, and dry shampoo brands see gains
                        • Preference for natural hair styles causes styling products sales to slow
                          • Waterless, portable formats appeal to the eco-conscious and transumers
                          • Company and Brand Sales of Shampoo, Conditioner, and Hairstyling Products

                            • Changing landscape challenges leaders but helps emerging brands
                              • J&J experiences strongest gains
                                • Manufacturer sales of shampoo, conditioner, and hairstyling products
                                  • Figure 16: Sales of shampoo, conditioner, and hairstyling products, by company, 2017 and 2018
                              • What’s Working?

                                • Natural brands see gains thanks to healthy halo
                                  • Figure 17: Multi-outlet sales of OGX products, by segment, rolling 52 weeks 2017 and 2018
                                • Celebrity hairstylist and influencer launches successful haircare line
                                  • Concerns around frequent washing give dry shampoo sales a boost
                                  • What’s Struggling?

                                    • Preference for natural hair styles causes styling products sales to slow
                                    • What’s Next?

                                      • Waterless, portable formats appeal to the eco-conscious and transumers
                                        • Hemp haircare takes the spotlight
                                        • The Consumer – What You Need to Know

                                          • Usage of regular shampoo is universal, but being used less frequently
                                            • Regular conditioner usage is high, yet lower than regular shampoo
                                              • Traditional styling products experience heaviest usage
                                                • Treatments experience limited usage occasions
                                                  • Adults take routine-driven approach and are motivated by convenience
                                                    • Adults are skeptical toward premium, concerned with frequent washing
                                                      • Familiar ingredients benefit from health perceptions and drive interest
                                                      • Usage of Shampoo and Benefits Sought

                                                        • Usage of regular shampoo is universal, but being used less frequently
                                                          • Figure 18: Usage of shampoo, December 2018
                                                          • Figure 19: Usage frequency of shampoo products, February 2018 and December 2018
                                                        • Men wash daily, while women wash a few times a week
                                                          • Figure 20: Usage frequency of any shampoo (net), by gender, December 2018
                                                        • Frequent washing concerns drives usage of dry shampoo among young adults
                                                          • Figure 21: Usage of shampoo, by age, December 2018
                                                        • Frequent washing is not necessary for Black adults
                                                          • Figure 22: Usage frequency of any shampoo (net), by race and Hispanic origin, December 2018
                                                        • Hair concerns influence benefits sought in shampoo
                                                          • Figure 23: Benefits sought in shampoo, December 2018
                                                        • Women seek a variety of benefits, men want shampoo made for them
                                                          • Figure 24: Select benefits sought in shampoo, by gender, December 2018
                                                        • Positive customer reviews impact young adults
                                                          • Figure 25: Select benefits sought in shampoo, by age, December 2018
                                                        • Black adults seek benefits that address their unique hair concerns
                                                          • Figure 26: Select benefits sought in shampoo, by race and Hispanic origin, December 2018
                                                      • Usage of Conditioner and Benefits Sought

                                                        • Regular conditioner usage is high, yet lower than regular shampoo
                                                          • Figure 27: Usage of conditioner, December 2018
                                                        • Usage frequency of shampoo dictates conditioner usage
                                                          • Figure 28: Usage frequency of conditioner products, February 2018 and December 2018
                                                        • Daily usage of conditioner is driven by men
                                                          • Figure 29: Usage frequency of any conditioner (net), by gender, December 2018
                                                        • “Wash day” dictates Black adults’ usage of hair products
                                                          • Figure 30: Usage frequency of any conditioner (net), by race and Hispanic origin, December 2018
                                                        • It is crucial for conditioners to strengthen hair
                                                          • Figure 31: Benefits sought in conditioner, December 2018
                                                        • Brand and reviews influence men; women seek protection benefits
                                                          • Figure 32: Select benefits sought in conditioner, by gender, December 2018
                                                      • Usage of Hairstyling Products and Benefits Sought

                                                        • Traditional styling products experience heaviest usage
                                                          • Figure 33: Usage of hairstyling products, December 2018
                                                        • Women use a variety of products
                                                          • Figure 34: Usage of hairstyling products, by gender, December 2018
                                                        • Men drive usage frequency of styling products
                                                          • Figure 35: Usage frequency of hairstyling products, February 2018 and December 2018
                                                        • Washing habits impact men and women’s usage of styling products
                                                          • Figure 36: Usage frequency of any styling product (net), by gender, December 2018
                                                        • Adults aged 18-24 limit styling product usage for natural hair styles
                                                          • Figure 37: Usage of hairstyling products, by age, December 2018
                                                        • Black adults drive usage of styling gel
                                                          • Figure 38: Usage of hairstyling products, by race and Hispanic origin, December 2018
                                                        • Styling products: the more benefits, the better
                                                          • Figure 39: Benefits sought in hairstyling products, December 2018
                                                        • Masculine styling products present opportunities
                                                          • Figure 40: Importance of hairstyling products designed for my gender, by gender, December 2018
                                                          • Figure 41: MULO sales of Dove Men + Care and Suave Professionals Men’s hairstyling gel/mousse, rolling 52 weeks 2017 and 2018
                                                        • Hispanics are brand-driven, natural ingredients are a must for Black adults
                                                          • Figure 42: Select benefits sought in hairstyling products, by race and Hispanic origin, December 2018
                                                      • Usage of Hair Treatments

                                                        • Treatments experience limited usage occasions
                                                          • Figure 43: Usage of treatments, December 2018
                                                          • Figure 44: Usage frequency of treatments, February 2018 and December 2018
                                                        • Women drive treatment usage, but there are opportunities to reach men
                                                          • Figure 45: Usage of treatments, by gender, December 2018
                                                        • Hydration concerns impact Black adults’ usage of hair treatments
                                                          • Figure 46: Usage of treatments, by race and Hispanic origin, December 2018
                                                          • Figure 47: Usage frequency of any hair treatment (net), by race and Hispanic origin, December 2018
                                                      • Shopping Behaviors

                                                        • Adults take routine-driven approach and are motivated by convenience
                                                          • Environmental concerns remain niche, but can help brands stand out
                                                            • Figure 48: Shopping behaviors, December 2018
                                                          • Men are motivated by convenience
                                                            • Figure 49: Select shopping behaviors, by gender, December 2018
                                                          • Older adults are routine-driven younger adults take eco-friendly approach
                                                            • Figure 50: Select shopping behaviors, by age, December 2018
                                                        • Attitudes and Behaviors toward Shampoo, Conditioner, and Hairstyling Products

                                                          • Adults are skeptical toward premium, concerned with frequent washing
                                                            • People need a reason to commit to a brand regimen
                                                              • Customized products can help confused category users
                                                                • Figure 51: Attitudes and behaviors toward shampoo, conditioner, and hairstyling products, December 2018
                                                              • Women have concerns around frequent washing
                                                                • Figure 52: Select attitudes and behaviors toward shampoo, conditioner, and hairstyling products, by gender, December 2018
                                                              • Engaging with 18-24 year olds presents opportunities
                                                                • Figure 53: Select attitudes and behaviors toward shampoo, conditioner, and hairstyling products, by age, December 2018
                                                              • Black and Hispanic adults see value in hair regimens
                                                                • Figure 54: Select attitudes and behaviors toward shampoo, conditioner, and hairstyling products, by race and Hispanic origin, December 2018
                                                            • Usage and Interest in Ingredients

                                                              • Adults express strong interest in familiar ingredients
                                                                • Figure 55: Usage and interest in ingredients, December 2018
                                                              • Women and younger adults are open to trying unique ingredients
                                                                • Figure 56: Usage and interest in select ingredients, by gender and by age, December 2018
                                                              • Black adults seek familiar ingredients
                                                                • Figure 57: Usage and interest in select ingredients, by race and Hispanic origin, December 2018
                                                            • Appendix – Data Sources and Abbreviations

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

                                                                            • Figure 58: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2013-23
                                                                            • Figure 59: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2016 and 2018
                                                                            • Figure 60: Total US retail sales and forecast of shampoo, at current prices, 2013-23
                                                                            • Figure 61: Total US retail sales and forecast of conditioner, at current prices, 2013-23
                                                                            • Figure 62: Total US retail sales and forecast of hairstyling products, at current prices, 2013-23
                                                                            • Figure 63: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2013-18
                                                                            • Figure 64: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2016 and 2018
                                                                        • Appendix – Key Players

                                                                            • Figure 65: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                            • Figure 66: Multi-outlet sales of conditioner, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                            • Figure 67: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2017 and 2018