The $4.1 billion market for shampoos and conditioners is a mature market, but one where value continues to be created through formulations for increasingly specific hair problems. The premium prices paid for these solutions and other salon-quality products are driving growth even as penetration is stalled. In this report, Mintel takes a look at the ways that major mass marketed brands are standing out from the crowd of products that most survey respondents find overwhelming. Mintel breaks the market down and explains why conditioners carry higher potential for growth over shampoos.

Mintel offers a comprehensive review of the products from the top five consumer products giants that dominate the shampoo and conditioner industry. The review covers product positioning, share performance, and demographic profiling of major brands’ consumer bases. The newest marketing initiatives and launches are evaluated, and a major gap in consumer coverage is identified. Corporate brand dispositions and sales performance are combined with consumer research to build a case for market driving trends.

Exclusive Mintel research takes a look at consumer attitudes toward shampoo and conditioner products. Usage habits and attitudes are broken down not only by age, gender, and race/ethnicity but also by hair type. Mintel explains why different racial/ethnic groups show radically different hair care habits and why blacks and Hispanics are disproportionately important to the shampoo and conditioner market.

The performance of various mass retail channels is examined, and impact of the movement toward premium products is quantified in terms of average sales generated per unit sold. The report explains why supermarkets aren’t growing their shampoo and conditioner sales as quickly. Mintel also looks to the future and speculates as to what the next breakthrough marketing initiative might be.

This report defines shampoo and conditioners as products used to cleanse and condition the hair and/or scalp of adults and children. This definition includes the following:

Medicated or anti-dandruff formulas

2-in-1 shampoo/conditioner combinations

Leave-in conditioners and creams

Intensive treatment conditioners

Shampoo and conditioner twin packs

Specifically excluded from the report are the following:

Baby shampoos (See Mintel’s Disposable Baby Products—U.S., November 2005)

Products for salon use

2-in-1 shower gels which are suitable for hair and body washing

Hair styling products such as gels, mousses, and pomades

Also excluded are sales of shampoos/conditioners through hair salons, specialty stores, boutiques and beauty supply stores. This report covers sales of shampoos and conditioners through food stores (including natural food chains), drug stores, discount department stores, and mass merchandiser channels.