Description

This report provides comprehensive and current information and analysis of the Shampoo, Conditioner and Hairstyling Products market including hair care products market size, anticipated market forecast, relevant market segmentation, hair care products market share, and industry trends for the Shampoo, Conditioner and Hairstyling Products market in the US.

Current market landscape

Unlike previous generations, younger men are taking extra steps in their BPC routine to enhance their appearance; nearly 60% of men aged 18-34 are blow drying their hair as a part of their regular haircare routine.

In addition to the rise of savvy shopping behaviors due to economic upheaval, private label brands are increasingly taking steps to improve quality and compete with more mid-tier brands, intensifying competition within the market.

Future market trends in shampoo, conditioner and hairstyling products

While price hikes due to inflation could lead some shoppers to trade down to less-expensive options, category players that are open and transparent with consumers about price increases could earn longterm loyalty.

On-trend hairstyles are giving hairstyling products a boost in usage; many popular hairstyles need hold or structure from a variety of styling products.

Read on to discover more about the Shampoo, Conditioner and Hairstyling Products consumer market, read our US Soap, Bath and Shower Products Market Report 2022, or take a look at our other Beauty, Personal Goods and Toiletries Market research reports.

Quickly understand the hair styling products market

  • The impact of COVID-19 on consumer behavior and the shampoo, conditioner and hairstyling products market.
  • How usage trends impact the shampoo, conditioner and hairstyling products market.
  • How category players are innovating offerings to stand out from the competition.
  • What consumers want from category players and why.
  • hair care products market US.
  • Shampoo, Conditioner and Hairstyling Products market report.

Covered in this consumer shampoo report

Brands include: Target, Walmart, CVS, Walgreens, TikTok, Procter & Gamble, Honey, Unilever, Prose, Deciem, Estée Lauder, Soko Glam, TRESemmé, DeMert, Not Your Mother’s, Church & Dwight, Batiste, L’Oréal, Johnson & Johnson, Henkel, PDC, Revlon, It’s A 10, The Ordinary, Olaplex, Love Beauty and Planet, GEMZ, Plus Body, Cocokind, JVN, Clinique, Elf, Nars, Drest, Gucci Beauty, Nou, Living Proof, Sally Beauty.

Expert analysis from a specialist in the field of the US hair care industry

This report, written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis  on hair care products market research, to highlight current trends and add expert context to the numbers.

The shampoo, conditioner and hairstyling products market has shown slow yet steady growth since 2017, which can partially be attributed to the essential nature of the category and stable market penetration. Although the disruptions brought on by the pandemic didn’t lead to a massive decline across the total market, COVID-19 still had an impact on the category, particularly hairstyling products. However, thanks to the widespread distribution of COVID-19 vaccines, social gatherings are starting to resume, allowing typical haircare behaviors to shift back into place. Looking ahead, further growth can be driven by incorporating benefits related to self-care or hair health, helping brands earn a spot in engaged BPC consumers’ haircare routines.
Olivia Guinaugh, Personal Care Analyst
Olivia Guinaugh
Senior Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. The Shampoo, Conditioner and Hairstyling Products Consumer – Fast Facts

  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  18. 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
  19. 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

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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