With penetration and frequency of use holding steady year after year, shampoo and conditioner can clearly be described as a mature category with little potential for explosive growth. But with an eye to the category's potential for profit, major suppliers continue to invest heavily in advertising and marketing to win share for their top brands, and a steady stream of smaller companies continue to chase after narrower opportunities. The result is a shampoo and conditioner aisle that grows ever more complex, with a flood of bright colors and a product specifically designed for every imaginable type of bad hair day. It's no wonder that a significant percentage of consumers find the selection of products available to be overwhelming.

This report examines the crowded and competitive shampoo and conditioner category from a number of angles to help marketers and retailers plot a course for growth. Mintel provides an assessment of recent marketplace activity, highlights sales results, and makes projections of where the market is headed.

In addition to the topics noted above, this report provides in-depth information on the following:

Analysis of category sales by segment, retail channel, key manufacturer, and brand.

Brand profiles of major category competitors.

Discussion of recent new product introductions from major competitors, as well as a sampling of recent launches from smaller niche competitors.

Advertising in the category.

Category-user behaviors and attitudes based on Simmons data and Mintel's own research.

Separate analyses of usage data for high-potential demographic groups, including Hispanic and black consumers as well as teens and kids.