US Shampoo, Conditioner and Hairstyling Products Market Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Market overview
  • Figure 1: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling products market, at current prices, 2016-26
• • Figure 2: Category outlook, 2022-27
• Opportunities and challenges
• Capitalize on current hairstyle trends
• Elevate sustainability initiatives to align with consumer demand
• Solidify loyalty with adults aged 18-44 with solid formats
  • Figure 3: Interest in shampoo/conditioner bars, by age, 2022
• Growing concerns over inflation will accelerate value-driven behaviors
• Reach key audiences through TikTok
• Make it convenient for consumers to maintain hair health post-pandemic
• Key consumer insights

Market Size and Forecast

• Haircare market is expected to maintain a slow, yet steady growth pace
  • Figure 4: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling products market, at current prices, 2016-26
  • Figure 5: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2016-26

Segment Performance

• Hairstyling products make a comeback
• Shampoo and conditioner remain strong players
  • Figure 6: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2016-26

Market Factors

• Rising inflation rates will accelerate value-driven behaviors
  • Figure 7: Consumer Price Index change from previous period, 2007-22
• Earn long-term loyalty by being transparent about price hikes
• The Russia and Ukraine conflict adds fuel to economic insecurity
  • Figure 8: Global launches of BPC products with sunflower oil*, by category, 2017-22
• Brands demonstrate their support for Ukraine
  • Figure 9: Instagram post from Deciem, 2022
• • Figure 10: LinkedIn post from Unilever, 2022
  • Figure 11: Twitter post from Soko Glam, 2022

Market Share/Key Players

• Unilever and P&G remain at the top of the leader board
• Demert Brands and Church & Dwight see gains, thanks to their iconic brands
  • Figure 12: Instagram post from Amanda Lee, 2020
• Private label turns in the strongest sales performance
• Sales of shampoo, conditioner and hairstyling products market by company
  • Figure 13: Multi-outlet sales of shampoo, conditioner and hairstyling products, by leading companies, rolling 52 weeks 2021 and 2022

Competitive Strategies and Market Opportunities

• Spark a change in the clean beauty conversation
  • Figure 14: The Ordinary’s Sulphate 4% Cleanser for Body and Hair, 2022
• Olaplex takes an expert-driven approach to address concerns around lilial
  • Figure 15: Twitter posts from Olaplex, 2022
• Boost efficacy perceptions by incorporating skincare-inspired ingredients
  • Figure 16: US haircare* launches with niacinamide, glycolic acid and/or hyaluronic acid, 2017-22
  • Figure 17: US haircare* and skincare products using peptides as an ingredient, 2017-21
• Treat the scalp as an extension of skincare
  • Figure 18: Instagram post from The Inkey List, 2021
• Elevate sustainability initiatives to align with consumer demand
  • Figure 19: Eco-ethical claims in new haircare launches, 2018-22
• • Figure 20: Instagram posts from Love Beauty and Planet, 2021
  • Figure 21: Instagram posts from GEMZ, 2021
• • Figure 22: TikToks from PLUS, 2022
• Provide clarity around product offerings’ impact on the environment
  • Figure 23: Cocokind’s sustainability facts panel
• Tap into #HairTok to reach key audiences
  • Figure 24: #HairTok on TikTok, 2021
• • Figure 25: Instagram post about JVN haircare brand, 2021
• Connect with consumers by offering a beauty experience in the virtual world
  • Figure 26: Clinique’s NFT
• • Figure 27: Instagram post from Drest, 2021

The Shampoo, Conditioner and Hairstyling Products Consumer – Fast Facts

Usage of Shampoo and Conditioner and Benefits Sought

• Promote the convenience and added benefits of discretionary items
  • Figure 28: Usage of shampoo and conditioner products, any shampoo (net) and any conditioner (net), 2022
• Longer hairstyles on men create opportunities to expand product repertoires
  • Figure 29: Usage of shampoo and conditioner products, by gender, 2022
• Tap into the skinification trend to reach key audiences
  • Figure 30: Usage of select shampoo and conditioner products, by age, 2022
• Usage of alternative formats is driven by Black adults
  • Figure 31: Usage of select shampoo and conditioner products, by race and Hispanic origin, 2022
• • Figure 32: TikTok from Nou, 2022
• Consumers have higher expectations for conditioner than shampoo
  • Figure 33: Benefits sought in hair cleanser and conditioner, 2022

Usage of Hairstyling Products and Benefits Sought

• On-trend hairstyles give hairstyling products a boost in usage
  • Figure 34: Usage of hairstyling products, any hairstyling product (net), 2021-22
• • Figure 35: L’Oréal Paris space buns tutorial
• Appeal to women by offering multifunctional, reparative styling products
  • Figure 36: Living Proof PHD Perfect hair Day 5-in-1 Styling Treatment
  • Figure 37: Usage of select hairstyling products, by gender, 2022
• Inject an element of fun into Black women’s hairstyle routines
  • Figure 38: Usage of select hairstyling products, by race and Hispanic origin, 2022
• Make hairstyling products more versatile
  • Figure 39: Benefits sought in hairstyling products, 2022

Usage of Hair Treatments and Benefits Sought

• Position scalp treatments as an extension of skincare
  • Figure 40: Usage of hair treatments, any hair treatment (net), 2021-22
• Educate men about the importance of scalp health
  • Figure 41: Usage of select hair treatments, by gender, 2022
• Focus on hair growth and scalp health to better reach Black adults
  • Figure 42: Usage of select hair treatments, by race and Hispanic origin, 2022
• • Figure 43: Instagram post from CURLS, 2022
• Make it convenient for consumers to maintain hair health post-pandemic
  • Figure 44: Benefits sought in hair treatments, 2022
• Use tech innovations to help consumers monitor their hair health

Hair Routines

• Take advantage of younger men’s deeper engagement in BPC
  • Figure 45: Blow dry my hair, part of my regular routine (net), by age and gender, 2022

Purchase Channel and Retailers Shopped

• Provide a more enhanced and personalized shopping experience
  • Figure 46: Purchase channel, 2022
• Mass retailers are evolving their haircare aisles
  • Figure 47: Retailers shopped, 2022
• CVS and Walmart bring in more new, relevant and trendy haircare brands
  • Figure 48: Instagram posts from Anomaly and Eva NYC, 2022

Attitudes and Behaviors toward Haircare

• Enhance haircare’s association with holistic wellness
  • Figure 49: Attitudes and behaviors toward haircare, 2022
• • Figure 50: Instagram post from Vegamour, 2022
• Target hair loss treatments to both men and women
• Keep up with the evolving hair loss treatment space
  • Figure 51: Select attitudes and behaviors toward haircare, by gender, 2022
• Address hairstyling struggles through TikTok and influencers
• Balance convenience with self-care to better reach mature audiences
  • Figure 52: Select attitudes and behaviors toward haircare, by age, 2022
• Don’t overlook younger adults when it comes to hair loss prevention
  • Figure 53: Instagram posts from Hims and Hers, 2021-22

Interest in Innovations

• Tap into inside-out beauty trends to appeal to hair health-conscious adults
  • Figure 54: Instagram posts from Nutrafol, 2022
  • Figure 55: Hims products on Walmart’s website
• • Figure 56: Interest in haircare innovations and ingredients, 2022
• Drive loyalty through customization
  • Figure 57: Instagram post from Rthvi, 2022
• Use solid formats to solidify loyalty with adults aged 18-44
  • Figure 58: Interest in shampoo/conditioner bars, by age, 2022

Interest in Ingredients

• Blur haircare with skincare
  • Figure 59: Interest in ingredients, 2022
• • Figure 60: Neutrogena Healthy Scalp Gentle & Soft Shampoo and Suave Hyaluronic Infusion Long-Lasting Hydrating Shampoo

Appendix – Data Sources and Abbreviations

• Data sources
• Sales data
• Forecast
• Consumer survey data
• Abbreviations and terms
• Abbreviations

Appendix – The Market

• • Figure 61: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at inflation-adjusted prices, 2016-26
  • Figure 62: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2016-26
  • Figure 63: Average annual household spending on shampoo, conditioner and hairstyling products, 2016-21
  • Figure 64: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2019 and 2021
• • Figure 65: Total US retail sales and forecast of shampoo, at current prices, 2016-26
  • Figure 66: Total US retail sales and forecast of shampoo, at inflation-adjusted prices, 2016-26
  • Figure 67: Total US retail sales and forecast of conditioner, at current prices, 2016-26
  • Figure 68: Total US retail sales and forecast of conditioner, at inflation-adjusted prices, 2016-26
• • Figure 69: Total US retail sales and forecast of hairstyling products, at current prices, 2016-26
  • Figure 70: Total US retail sales and forecast of hairstyling products, at inflation-adjusted prices, 2016-26
  • Figure 71: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2016-21
• • Figure 72: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2019 and 2021
  • Figure 73: US supermarket sales of shampoo, conditioner and hairstyling products, at current prices, 2016-21
  • Figure 74: US drugstore sales of shampoo, conditioner and hairstyling products, at current prices, 2016-21
• • Figure 75: US sales of shampoo, conditioner and hairstyling products through other retail channels, at current prices, 2016-21

Appendix – Companies and Brands

• • Figure 76: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2021 and 2022
  • Figure 77: Multi-outlet sales of conditioner, by leading companies and brands, rolling 52 weeks 2021 and 2022
• • Figure 78: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2021 and 2022