This hair care products market research report defines consumer and market trends in the US through robust independent research, and reveals how brands can respond to these trends effectively. Covered in this report are shampoo, conditioners, and hairstyling products, grouped as “hair care” products.

Below, we summarize the key topics analyzed in the report, and offer handpicked insights from the full document.

Key Topics Analyzed

  • Consumer usage of shampoo, conditioner, and hairstyling products.
  • How frequently consumers use various hair care products or styling actions.
  • How consumers procure hair care products, and retailers shopped.
  • Attitudes and behaviors toward hair care spending, hair care products, and overall hair care routine.
  • Interest in hair care product innovations.

US Hair Care Products Market Overview

The US hair care products market size exceeded $10 billion in 2022 (retail sales), growing 16% since 2017. Private label brands are increasingly competing with mid-tier brands, resulting in increased competition. Despite the economic upheaval, sales are expected to remain steady with consumer focus on hair health driving innovation and marketing strategies (see Marketing Strategies for Hair Care Products).

Hair Care Products Market Statistics: Consumer Trends

Hair care products are an essential

Cleansing hair care products are used on a nearly universal level, with 92% penetration. While styling and treatment products are used less frequently, they still form part of users’ regular routines. This essentialness creates a challenge for industry players to grow market penetration.

Hair and scalp health is in focus

Research from this report reveals that 80% of hair care product users will air dry their hair to prevent heat damage, showing that consumers are becoming more focused on hair and scalp health. See the next section to discover how brands can position themselves today in the evolving hair care products market when it comes to hair and scalp health.

Marketing Strategies for Hair Care Products

The consumer focus on appearance and health is driving the growth of prestige hair care products. Prestige brands are driving the skinification trend, adding health credibility through dermatologist-recommended or scientific claims. This presents a unique opportunity for innovation in the clinical brands market, allowing them to focus on efficacy in their marketing strategies; brands can seek healthcare professional endorsement and/or scientific proof for their efficacy claims.

This report provides a comprehensive analysis of opportunities for brands to align with consumer demands, based on robust independent research that reveals what consumers want and why. Looking for something else in the category? Browse our hair care market research.

Brands Discussed in this Report

This report covers companies like Unilever, Procter & Gamble, L’Oréal USA, Johnson & Johnson, and more including their respective market share and sales. Specific brands discussed include TRESemmé, Native, Batiste, Mielle Organics, SheaMoisture, Nexxus, Sukin, Dove, SEEN, Philip B, and many others.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a BPC Specialist

This report, written by Jennifer White Boehm, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the US hair care products market and add expert context to the numbers.

The hallmark of the mature shampoo, conditioner and hairstyling product market is slow, steady growth. Its essentialness to one’s personal care routine provides a reliable platform for industry players; however, consumers’ prioritization of appearance and health is advancing expectations and innovation within the category. Prestige brands are driving the skinification trend with multi-layered approaches to haircare, akin to skincare regimes. Mintel is seeing clinical brands addressing issues and deficiencies in hair/scalp health backed by scientific claims and professional health care endorsements.

Jennifer White Boehm, Mintel US BPCH Director

 

Jennifer White Boehm
Director, US BPCH Reports

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  1. Overview

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

  2. Executive Summary

    • Top takeaways
    • Consumer trends
    • Haircare products are essential in personal care
      • Figure 1: Haircare product usage, 2023
    • Convenience is important to haircare routine
      • Figure 2: Convenience in haircare, 2023
    • Awareness and actions toward hair health
      • Figure 3: Attitudes toward haircare routine, 2023
    • Consumers feel the impact of inflation
      • Figure 4: Haircare spending, 2023
    • Competitive strategies
    • Mass and masstige brands balance price and quality
      • Figure 5: Haircare innovation by beauty price positioning, 2022
    • Prestige brands boom because of skinification trends
      • Figure 6: Percent change in haircare innovation by beauty price positioning, 2018-22
    • Market predictions
      • Figure 7: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling products, at current prices, 2017-27
      • Figure 8: Category outlook, 2023-28
    • Opportunities
    • Repair, protect and grow healthy hair
      • Figure 9: Interest in haircare innovations, 2023
    • Leveraging skincare ingredients that have established wellness associations
      • Figure 10: Interest in haircare ingredients, 2023

  3. Market Size and Forecast

    • Sales growth driven by inflation
      • Figure 11: Total US sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2017-27
      • Figure 12: Total US sales and forecast of shampoo, conditioner and hairstyling products, at inflation-adjusted prices, 2017-27
      • Figure 13: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling products, at current prices, 2017-27
    • Spending remains above pre-pandemic levels, supported by inflation
      • Figure 14: Average annual household spending on shampoo, conditioner and hairstyling products, 2017-22

  4. Segment Performance

    • Shampoo dominates market as essential haircare product
      • Figure 15: Sales of shampoo, conditioner and hairstyling products, by segment, 2022
    • All segments realize a steady increase in sales during the two-year period
      • Figure 16: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2020 and 2022
    • Shoppers tap “other” channels for shampoo, conditioner and hairstyling product purchases
      • Figure 17: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2020 and 2022

  5. Market Drivers

    • Economic uncertainty and inflation perpetuate cost-conscious behavior
      • Figure 18: Consumer Sentiment Index, 2007-22
      • Figure 19: Consumer Sentiment Index change from previous period, 2007-22
    • Aging populations presents a challenge to market
      • Figure 20: Haircare product usage (NET), by age, 2023
      • Figure 21: Population aged 18 or older, by age, 2017-27
    • Increasingly diverse population requires product and marketing innovation
      • Figure 22: Population by race and Hispanic origin, 2017-27

  6. Market Share

    • Narrow margin separates Unilever and Procter & Gamble
      • Figure 23: TRESemmé One Step Stylers, 2023
      • Figure 24: Native, 2023
    • Sales of shampoo, conditioner and hairstyling products by company
      • Figure 25: MULO sales of shampoo, conditioner and hairstyling products, by leading companies, rolling 52 weeks 2022 and 2023
    • Church & Dwight’s Batiste shampoo exhibits strong growth
      • Figure 26: Batiste Instagram story, 2022
      • Figure 27: MULO sales of shampoo, by leading companies, rolling 52 weeks 2022 and 2023
    • Mielle Organics gains traction through social media presence
      • Figure 28: Mielle Oats & Honey Soothing Conditioner, 2023
      • Figure 29: MULO sales of conditioner, by leading companies, rolling 52 weeks 2022 and 2023
    • Unilever hairstyling brands dominate segment
      • Figure 30: Unilever hairstyling brands, 2023
      • Figure 31: MULO sales of hairstyling products, by leading companies, rolling 52 weeks 2022 and 2023

  7. Competitive Strategies and Market Opportunities

    • The budget squeeze fuels interest in value/mass brands
      • Figure 32: Beauty brand preferences, 2022
    • The rise of prestige haircare defies economic conditions
      • Figure 33: Haircare innovation by beauty price positioning, 2022
      • Figure 34: Percent change in haircare innovation by beauty price positioning, 2018 to 2022
    • Mass beauty brands offer brand recognition and accessible price points
      • Figure 35: TRESemmé Pro Infusion Fluid Volume Conditioner, 2023
      • Figure 36: Haircare innovations of mass beauty price positioning, 2023
      • Figure 37: Private label haircare innovations, 2023
    • Masstige beauty brands tap skincare-inspired ingredients, scientific claims
      • Figure 38: Biolage Professional Hydra Source Blow Dry Shaping Lotion, 2023
      • Figure 39: Haircare innovations of masstige beauty price positioning, 2023
    • Prestige haircare is booming because of skinification trend
      • Figure 40: SEEN haircare, 2023
      • Figure 41: Philip B Scalp Booster, 2023
      • Figure 42: Haircare innovations of prestige beauty price positioning, 2023

  8. The Shampoo, Conditioner and Hairstyling Products Consumer – Fast Facts

    • Fast Fact 1: Routine drives category use
    • Fast Fact 2: Need for convenience influences category
    • Fast Fact 3: Hair health is the prime focus
    • Fast Fact 4: Despite essentialness, economic woes impact market

  9. Hair Texture and Structure

    • Most adults have natural textured hair
      • Figure 43: Hair texture, 2023
    • Hair with more texture drives use of conditioner and treatment products
      • Figure 44: Haircare product usage, by hair texture, 2023
    • Nearly a third of adults have fine hair
      • Figure 45: Renpure Original Thickening Conditioner, 2023
      • Figure 46: Hair structure, 2023

  10. Haircare Product Usage

    • Essential nature of haircare products drive penetration
      • Figure 47: Haircare product usage, 2023
    • Shampoo and conditioner product usage
      • Figure 48: TRESemmé 24 Hour Volume Shampoo, 2023
      • Figure 49: Shampoo and conditioner product usage, 2023
    • Hairstyling product usage
      • Figure 50: Nexxus Unbreakable, 2023
      • Figure 51: Hairstyling product usage, 2023
    • Women dominate the market, but don’t forget about the men
      • Figure 52: Shampoo and conditioner product usage, by gender, 2023
      • Figure 53: Hairstyling product usage, by gender, 2023
    • Younger adults drive adoption of alternative/specialty haircare
      • Figure 54: Shampoo and conditioner product usage, by age, 2023
      • Figure 55: Hairstyling product usage, by age, 2023
    • Black haircare has differentiated needs
      • Figure 56: Shampoo and conditioner product usage, by race, 2023
      • Figure 57: Hairstyling product usage, by race/ethnicity, 2023

  11. Hair Routines

    • Simple hair styles are the go-to daily hair routine
      • Figure 58: NatureLab Perfect Clean Style Refresher Spray, 2023
    • Hair treatments are being included as a regular part of the hair routine
      • Figure 59: Aveda Scalp Solutions, 2023
      • Figure 60: Frequency of hair routines, 2023
    • Women use styling tools as part of their haircare routine
      • Figure 61: Wella Professionals Fusion Mask, 2023
      • Figure 62: Hair routines, by gender, 2023
    • Younger adults participate in more haircare actions
      • Figure 63: Hair routines, by age, 2023
    • Black consumers and Hispanic consumers engage in more complex hairstyles
      • Figure 64: Pattern conditioners, 2023
      • Figure 65: Hair routines, by race/ethnicity, 2023

  12. Purchase Channel and Retailers Shopped

    • In-store remains the top procurement method for haircare products
      • Figure 66: Purchase channel, 2023
    • Walmart is the go-to retailer for haircare purchases
      • Figure 67: Retailers shopped, 2023
    • Preferred retailers shift among age groups
      • Figure 68: Retailers shopped, by age, 2023

  13. Attitudes toward Haircare Spending and Routine

    • Quick and simple without sacrificing health
      • Figure 69: Mermade Super Serum, 2023
    • Consumers feel the impact of inflation
      • Figure 70: Attitudes toward haircare spending and routine, 2023
    • Young adults drive hair health trends
      • Figure 71: Attitudes toward haircare spending and routine, by age, 2023
    • Hair style and hair health are important to Black consumers
      • Figure 72: Attitudes toward haircare spending and routine, by race, 2023
    • Adults with highly textured attentive to hair health
      • Figure 73: Attitudes toward haircare routine, by hair texture, 2023

  14. Attitudes toward Haircare Products and Routine

    • Elevating hair washing from routine to experiential
    • Key concerns create opportunities
      • Figure 74: Luseta Biotin & B-Complex Hair Thickening Serum, 2023
      • Figure 75: Attitudes toward haircare products and routine, 2023
    • Young adults find enjoyment in haircare routine
      • Figure 76: Amazon Beauty Rahua, 2022
      • Figure 77: Attitudes toward haircare products and routine, by age, 2023

  15. Interest in Haircare Innovations

    • Innovations to repair, protect and grow healthy hair
      • Figure 78: Pantene Miracle Rescue, 2023
      • Figure 79: JVN Pre-wash Scalp & Hair Treatment oil, 2022
      • Figure 80: Interest in haircare innovations, 2023
    • Women seek specialized products
      • Figure 81: Vegamour, 2023
      • Figure 82: Interest in haircare innovations, by gender, 2023
    • Scalp treatments and overnight masks pique interest of young consumer
      • Figure 83: John Masters Naturals Overnight Hair Mask, 2023
      • Figure 84: Interest in haircare innovations, by age, 2023
    • Hispanic consumers show interest across innovative concepts
      • Figure 85: Interest in haircare innovations, by race/ethnicity, 2023

  16. Interest in Haircare Ingredients

    • Skinification of hair drives ingredient innovation
      • Figure 86: Shaz & Kiks Strands Moringa Anti-Breakage Serum, 2023
      • Figure 87: John Paul Mitchell Systems Tea Tree Special Detox, 2023
      • Figure 88: Interest in haircare ingredients, 2023
    • Young adults are interested in trendy, immediate benefit ingredients
      • Figure 89: Interest in haircare ingredients, by age, 2023
    • Food-inspired, exfoliating and fermented ingredients attract Black users
      • Figure 90: Interest in haircare ingredients, by race/ethnicity, 2023
    • Adults with coily hair are most interested in healthy hair ingredients
      • Figure 91: Interest in haircare ingredients, by hair texture, 2023

  17. Appendix – Data Sources and Abbreviations

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

  18. Appendix – The Market

      • Figure 92: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2017-27
      • Figure 93: Total US retail sales and forecast of shampoo, at current prices, 2017-27
      • Figure 94: Annual percent change in MULO sales of shampoo products, by value and volume, 2018-22
      • Figure 95: Total US retail sales and forecast of conditioner, at current prices, 2017-27
      • Figure 96: Annual percent change in MULO sales of conditioner products, by value and volume, 2018-22
      • Figure 97: Total US retail sales and forecast of hairstyling products, at current prices, 2017-27
      • Figure 98: Annual percent change in MULO sales of hairstyling products, by value and volume, 2018-22
      • Figure 99: US supermarket sales of shampoo, conditioner and hairstyling products, at current prices, 2017-22
      • Figure 100: US drugstore sales of shampoo, conditioner and hairstyling products, at current prices, 2017-22
      • Figure 101: US sales of shampoo, conditioner and hairstyling products through other retail channels, at current prices, 2017-22

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