Canada Shampoo, Conditioner and Hairstyling Products Market Report 2020
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Description
“As Canadians stay at home to flatten the curve, consumers are taking a more relaxed approach to their haircare. Hair washing and styling routines have moved down the list of priorities and, as a result, haircare product usage is expected to decline in the short term.”
– Meghan Ross, Senior Home & Beauty Analyst
This report covers the following issues:
- The impact of COVID-19 on consumer behaviour and the haircare market
- How the haircare market will fare post-COVID-19
- Product usage among key consumer groups
- Consumer attitudes about their hair and haircare products
- Consumer interest in haircare innovations
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
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Executive Summary
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- The Insights
- COVID-19’s negative sales impact will be short-lived
- Age-related hair concerns are common
- Canada’s growing diversity requires texture-specific products
- The Opportunities
- Sustainable, clean products are poised for growth
- Canadians are looking for convenient, time-saving hair routines
- One-size haircare does not fit all
- What it means
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The Impact of COVID-19 on the Haircare Market
- Summary
- Figure 1: Short, medium and longer term impact of COVID-19 on haircare, May 2020
- Opportunities and Threats
- Longer-term impact of COVID-19 will be relatively neutral for the haircare market
- Figure 2: Virtue Cr Create 6-in-1 Styler (US), March 2020
- Stay-at-home orders present an opportunity for specific haircare formats
- Figure 3: Batiste Canada Instagram post, April 2020
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- Figure 4: Hair Addict Salon Instagram post, April 2020
- Mass brand sales are expected to benefit
- Figure 5: Suave Instagram post, April 2017
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- Figure 6: Suave Instagram post, November 2019
- Impact on the market
- Expect sales to stall in 2020 and rebound slowly through 2024
- Figure 7: Total Canada value sales and forecast chart of shampoo and conditioner market, at current prices, 2014-24
- Figure 8: Total Canada value sales and forecast chart of hairstyling products market, at current prices, 2014-24
- Shifts in consumer behaviour
- With fewer outsourcing options, Canadians are taking control of their own styling…
- …and are looking for information
- Wellness and self-care has become even more critical
- Haircare priorities have shifted for work-from-home Canadians
- Figure 9: Sephora Collection Hair Air Dry Styling Cream (US), May 2020
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- Figure 10: ColorWow Hair Instagram Post, March 2020
- Packaging concerns may temporarily ease to make way for safety worries
- How the crisis will affect key consumer segments
- Brands can look to alleviate parental stress
- Figure 11: Heidi Lee Oley Hair Instagram post, April 2020
- Consumers will become more comfortable with online and virtual tools
- Figure 12: L’Oreal Paris Instagram post, April 2020
- How a COVID-19 recession will reshape the industry
- Growing share of unemployed Canadians will adversely impact discretionary purchases
- Innovation pipelines will become more nimble
- COVID-19: Canadian context
- Summary
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The Market – What You Need to Know
- COVID-19 is expected to have a short-term impact on the haircare market overall
- Slow growth is anticipated for the shampoo and conditioner market
- …while the hairstyling products market will sputter before a slow recovery
- The haircare market will need to keep up with Canada’s growing diversity
- COVID-19 is expected to have a short-term impact on the haircare market overall
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Market Size and Forecast
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- Hairstyling product sales will drop as a result of COVID-19
- Figure 13: Total Canada value sales and forecast chart of overall haircare market, at current prices, 2014-24
- Figure 14: Total Canada value sales and forecast chart of shampoo and conditioner market, at current prices, 2014-24
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- Figure 15: Total Canada value sales and forecast chart of hairstyling products market, at current prices, 2014-24
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Market Factors
- The Canadian population continues to become more diverse
- Figure 16: Visible minority population in Canada, 1981-2036*
- Figure 17: Hair concerns (select), by race, March 2020
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- Figure 18: Shea Moisture Canada Instagram post, April 2020
- Figure 19: Dark and Lovely Instagram post, April 2020
- The Canadian population continues to become more diverse
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Key Players – What You Need to Know
- Acceptance of natural textures and colours is growing
- Sustainability and clean ingredients are playing a role in product selection
- Customizable haircare is gradually gaining traction
- Online sharing and hair influencers impact product choices
- Products that focus on scalp health are making their mark
- Acceptance of natural textures and colours is growing
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What’s Working?
- Acceptance of natural textures and colours is growing
- Figure 20: Curlyworldllc Instagram post, February 2020
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- Figure 21: Hair Love | Oscar®-Winning Short Film (Full) | Sony Pictures Animation, December 2019
- Figure 22: Nappily Ever After | Official Trailer [HD] | Netflix, August 2018
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- Figure 23: Grombre Instagram post, February 2020
- Figure 24: Mantl Face + Scalp Invisible Daily SPF 30 (US), April 2020
- Clean and natural products strike a chord
- Figure 25: Sephora Canada Instagram post, April 2020
- Waterless products are gaining acceptance
- Figure 26: Lush Instagram post, September 2019
- Figure 27: Beauty Kubes Instagram post, March 2020
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- Figure 28: How To Use Our Hair Conditioner [VIDEO TUTORIAL], September 2019
- Figure 29: Pantene Pro-V’s Waterless Collection Never Tell Dry Shampoo (Canada), April 2020
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- Figure 30: Pantene Pro-V’s Waterless Collection Mist Behaving Dry Conditioner (Canada), April 2020
- Figure 31: Cake The Take Out Totally-to-Die for Dry Shampoo Sheets (Canada), May 2019
- Social media and online hair influencers are making a mark
- Figure 32: Why I stopped using DevaCurl, January 2020
- Acceptance of natural textures and colours is growing
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What’s Struggling?
- Consumers are reconsidering traditional plastic formats
- Figure 33: Herbal Essences and TerraCycle Create the Brand’s First-Ever Beach Plastic Bottle (Full Video), March 2019
- Consumers are reconsidering traditional plastic formats
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What’s Next?
- Scalp-focused products set a good foundation for haircare
- Figure 34: Keranique Deep Hydration Scalp Stimulating Shampoo (US), March 2020
- Figure 35: Texture ID Exfoliating Shampoo + Scalp Scrub (US), March 2020
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- Figure 36: Prairie Naturals White Lightning Scalp Serum (Canada), November 2019
- Figure 37: ORS Coconut Oil Hair & Scalp Hairdress (US), April2020
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- Figure 38: Cranium Care Instagram post, April 2020
- Customizable haircare will slowly become more mainstream
- Figure 39: Function of Beauty Instagram post, April 2020
- Figure 40: Strands Hair Care – How it works, June 2019
- Scalp-focused products set a good foundation for haircare
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The Consumer – What You Need to Know
- Virtually all Canadians (with hair) are using haircare products
- Hair concerns differ by demographic
- Texture is an important factor in product selection
- Virtually all Canadians (with hair) are using haircare products
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Natural Hair Type and Texture
- Straight hair is the most common texture in Canada
- Figure 41: Natural hair texture, by gender, March 2020
- As expected, hair texture differs greatly by race
- Figure 42: Natural hair texture, by race, March 2020
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- Figure 43: Pattern Beauty Instagram post, February 2020
- Most Canadians have fine-to-medium structured hair
- Figure 44: Natural hair structure, by gender, March 2020
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- Figure 45: Natural hair structure, 18-44s vs over-45s, March 2020
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- Figure 46: Laboratoires Klorane Essential Olive Extract Thickness & Vitality Leave-In Spray (Canada) February 2020
- Figure 47: Better Not Younger Instagram post, April 2020
- Straight hair is the most common texture in Canada
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Hair Concerns
- Age-related hair concerns are common
- Figure 48: Hair concerns, March 2020
- Women’s hair concerns far outnumber concerns from men
- Figure 49: Hair concerns, by gender, March 2020
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- Figure 50: John Frieda Frizz Ease Thermal Protection Hair Serum (Canada), April 2019
- Younger Canadians are more likely to be concerned about a multitude of hair problems
- Figure 51: Hair concerns, 18-44s vs over-45s, March 2020
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- Figure 52: Hair concerns (select), by race, March 2020
- Age-related hair concerns are common
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Overall Product Usage
- Virtually all Canadians use haircare products
- Figure 53: Hair products used, March 2020
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- Figure 54: Frequency of hair format usage (NETs), March 2020
- Virtually all Canadians use haircare products
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Purchase Factors
- Canadians are seeking multiple benefits from their hair products
- Figure 55: Purchase factors, by format, March 2020
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- Figure 56: Axe Hair Apollo 2 in 1 Shampoo + Conditioner (US), May 2020
- Figure 57: L’Oreal Men Thickening Cream (Canada), October 2019
- Canadians are seeking multiple benefits from their hair products
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Shampoo
- Shampoo is the most commonly used haircare format
- Figure 58: Shampoo products used, by gender, March 2020
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- Figure 59: Shampoo products used, by age and gender, March 2020
- The majority of Canadians are washing their hair several times a week
- Figure 60: Frequency of shampoo usage, March 2020
- Men wash their hair more frequently
- Figure 61: Using regular and 2-in-1 shampoo daily, by gender, March 2020
- Aroma and hair-type appropriateness key
- Figure 62: Shampoo purchase factors, March 2020
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- Figure 63: LUS Brands Instagram post, November 2019
- Figure 64: Shampoo purchase factors, by gender, March 2020
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- Figure 65: Shampoo purchase factors, 18-44s vs over-45s, March 2020
- Asian consumers are looking for shampoos that fortify their hair
- Figure 66: Shampoo purchase factors (select), Asian Canadians vs overall, March 2020
- Shampoo is the most commonly used haircare format
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Conditioner
- Like many other hair products, conditioner use is dominated by women
- Figure 67: Together Beauty Wash & Co Cleansing Conditioner (US), August 2019
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- Figure 68: Together Beauty Wash & Co Cleansing Conditioner (US), February 2020
- Figure 69: Color Lux Magenta Color Cleansing Conditioner (US), March 2020
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- Figure 70: Conditioner products used, by gender, March 2020
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- Figure 71: Conditioner products used, by age, March 2020
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- Figure 72: Frequency of conditioner usage, March 2020
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- Figure 73: Conditioner purchase factors, March 2020
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- Figure 74: Conditioner purchase factors, by gender, March 2020
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- Figure 75: Conditioner purchase factors, 18-44s vs over-45s, March 2020
- Like many other hair products, conditioner use is dominated by women
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Hair Styler Products
- Men are most likely to use styling gels, creams and lotions
- Figure 76: R+Co Rodeo Star Thickening Style Foam (US), May 2018
- Figure 77: Hair styling products used, by gender, March 2020
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- Figure 78: Hair styling products used, by age, March 2020
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- Figure 79: Frequency of hair styling product usage, March 2020
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- Figure 80: Cantu Avocado Hydrating Gel (US), April 2020
- Figure 81: Hair styling product purchase factors, March 2020
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- Figure 82: Hair styling product purchase factors, by gender, March 2020
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- Figure 83: Hair styling product purchase factors, 18-44s vs over-45s, March 2020
- Men are most likely to use styling gels, creams and lotions
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Hair Treatments
- Only a quarter of Canadians are taking advantage of hair treatment benefits
- Figure 84: Hair treatment products used, by gender, March 2020
- Traditional cultural use of hair oil boosts usage among certain groups
- Figure 85: Hair treatment products used (select), South Asians* vs overall, March 2020
- Hair treatment usage is very dependent on age
- Figure 86: Treatment products used, by age, March 2020
- Hair treatments are occasional use products
- Figure 87: Frequency of hair treatment usage, March 2020
- Only a quarter of Canadians are taking advantage of hair treatment benefits
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Attitudes about Haircare
- Brand loyalty is a key factor in haircare purchases
- Figure 88: Attitudes about haircare, March 2020
- Salon vs mainstream brands
- Canadians are sharing their homes, but not their haircare
- There is an opportunity to guide consumers in product selection
- Brand loyalty is a key factor in haircare purchases
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Haircare Innovations
- Canadians are open to innovations that align with their ethical stances and hair concerns
- Figure 89: Hair innovations tried or interested in trying, March 2020
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- Figure 90: Drybar Blonde Ale Color-Enhancing Brightening Mask (US), April 2020
- Figure 91: Hair innovations tried or interested in trying, by gender, March 2020
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- Figure 92: Hair innovations tried or interested in trying, by age, March 2020
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- Figure 93: Hair innovations tried or interested in trying (select), Chinese and South Asian Canadians vs overall, March 2020
- Canadians are open to innovations that align with their ethical stances and hair concerns
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations
- Data sources
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Appendix – Forecast Tables
- Haircare, shampoo and conditioner and hairstyling forecasts tables
- Figure 94: Total Canada value sales and forecast table total haircare market, at current prices, 2019-24
- Figure 95: Total Canada value sales and forecast table of shampoo and conditioner market, at current prices, 2019-24
- Figure 96: Total Canada value sales and forecast table of hairstyling products market, at current prices, 2019-24
- Haircare, shampoo and conditioner and hairstyling forecasts tables
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