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

  1. Overview

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

            • 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
                            • 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
                                  • Figure 4: Hair Addict Salon Instagram post, April 2020
                                • Mass brand sales are expected to benefit
                                  • Figure 5: Suave Instagram post, April 2017
                                  • 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
                                            • 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
                                                    • 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
                                                            • Market Size and Forecast

                                                                • 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
                                                                  • Figure 15: Total Canada value sales and forecast chart of hairstyling products market, at current prices, 2014-24
                                                              • 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
                                                                  • Figure 18: Shea Moisture Canada Instagram post, April 2020
                                                                  • Figure 19: Dark and Lovely Instagram post, April 2020
                                                              • 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
                                                                        • What’s Working?

                                                                          • Acceptance of natural textures and colours is growing
                                                                            • Figure 20: Curlyworldllc Instagram post, February 2020
                                                                            • 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
                                                                            • 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
                                                                            • 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
                                                                            • 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
                                                                        • 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
                                                                        • 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
                                                                            • Figure 36: Prairie Naturals White Lightning Scalp Serum (Canada), November 2019
                                                                            • Figure 37: ORS Coconut Oil Hair & Scalp Hairdress (US), April2020
                                                                            • 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
                                                                        • 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
                                                                              • 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
                                                                                  • 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
                                                                                  • Figure 45: Natural hair structure, 18-44s vs over-45s, March 2020
                                                                                  • Figure 46: Laboratoires Klorane Essential Olive Extract Thickness & Vitality Leave-In Spray (Canada) February 2020
                                                                                  • Figure 47: Better Not Younger Instagram post, April 2020
                                                                              • 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
                                                                                  • 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
                                                                                  • Figure 52: Hair concerns (select), by race, March 2020
                                                                              • Overall Product Usage

                                                                                • Virtually all Canadians use haircare products
                                                                                  • Figure 53: Hair products used, March 2020
                                                                                  • Figure 54: Frequency of hair format usage (NETs), March 2020
                                                                              • Purchase Factors

                                                                                • Canadians are seeking multiple benefits from their hair products
                                                                                  • Figure 55: Purchase factors, by format, March 2020
                                                                                  • Figure 56: Axe Hair Apollo 2 in 1 Shampoo + Conditioner (US), May 2020
                                                                                  • Figure 57: L’Oreal Men Thickening Cream (Canada), October 2019
                                                                              • Shampoo

                                                                                • Shampoo is the most commonly used haircare format
                                                                                  • Figure 58: Shampoo products used, by gender, March 2020
                                                                                  • 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
                                                                                  • Figure 63: LUS Brands Instagram post, November 2019
                                                                                  • Figure 64: Shampoo purchase factors, by gender, March 2020
                                                                                  • 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
                                                                              • Conditioner

                                                                                • Like many other hair products, conditioner use is dominated by women
                                                                                  • Figure 67: Together Beauty Wash & Co Cleansing Conditioner (US), August 2019
                                                                                  • Figure 68: Together Beauty Wash & Co Cleansing Conditioner (US), February 2020
                                                                                  • Figure 69: Color Lux Magenta Color Cleansing Conditioner (US), March 2020
                                                                                  • Figure 70: Conditioner products used, by gender, March 2020
                                                                                  • Figure 71: Conditioner products used, by age, March 2020
                                                                                  • Figure 72: Frequency of conditioner usage, March 2020
                                                                                  • Figure 73: Conditioner purchase factors, March 2020
                                                                                  • Figure 74: Conditioner purchase factors, by gender, March 2020
                                                                                  • Figure 75: Conditioner purchase factors, 18-44s vs over-45s, March 2020
                                                                              • 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
                                                                                  • Figure 78: Hair styling products used, by age, March 2020
                                                                                  • Figure 79: Frequency of hair styling product usage, March 2020
                                                                                  • Figure 80: Cantu Avocado Hydrating Gel (US), April 2020
                                                                                  • Figure 81: Hair styling product purchase factors, March 2020
                                                                                  • Figure 82: Hair styling product purchase factors, by gender, March 2020
                                                                                  • Figure 83: Hair styling product purchase factors, 18-44s vs over-45s, March 2020
                                                                              • 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
                                                                              • 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
                                                                                    • 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
                                                                                        • 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
                                                                                        • Figure 92: Hair innovations tried or interested in trying, by age, March 2020
                                                                                        • Figure 93: Hair innovations tried or interested in trying (select), Chinese and South Asian Canadians vs overall, March 2020
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Consumer survey data
                                                                                          • Consumer qualitative research
                                                                                            • Abbreviations
                                                                                            • 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

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