Author: Mintel Group Ltd.
Last saved by: HTTP server

Shampoo, Conditioner and Hairstyling Products - US - April 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Less than half of consumers use shampoo daily
Figure 1: Frequency of shampoo usage, February 2018
Hairstyling product sales reflective of usage
Figure 2: Frequency of usage, any styling product (net), by gender, February 2018
Consumers are confused over which type of product to use
Figure 3: Confusion regarding haircare products, February 2018
The opportunities
Elevate usage by building shampoo repertoires
Figure 4: Frequency of shampoo usage, a few times a week, February 2018
Growth in natural shampoo launches is steady year over year
Figure 5: Year over year growth of shampoo launches making a natural claim, Jan. 2015-Dec. 2017
Customized hair products could alleviate consumer confusion
Figure 6: Interest in customized hair products, by females, February 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Shampoo driving category growth
Shampoo and conditioner are largest segments
Innovations in other categories could pose threat to hair treatments
Growing multicultural and younger population could boost sales growth
MARKET SIZE AND FORECAST
Historic and projected sales performance
Figure 7: Total US retail sales and fan chart forecast of shampoo, conditioner and hairstyling products, at current prices, 2012-22
Figure 8: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2012-22
MARKET BREAKDOWN
Shampoo remains largest segment in haircare
Figure 9: Share of US shampoo, conditioner, and hairstyling products retail sales, by segment, 2017
Figure 10: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2012-22
MARKET PERSPECTIVE
Shampoo continues to dominate, hairspray usage falters
Figure 11: Haircare product usage, Fall 2014-17
Competitive hair supplements could become complementary
Protecting hair from damage during sleep could affect treatments
MARKET FACTORS 
Growth among women aged 25-44 balances aging population challenges
Figure 12: Female population by age, 2013-23
Growing multicultural population can shift product offerings
Figure 13: Population by race and Hispanic origin, percent change, 2013-23
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Big brands buy to diversify
Consumers want natural styles and formulations
Traditional hairstyling products struggle to boost sales
Expert-driven customization will ease consumer confusion
COMPANY AND BRAND SALES OF SHAMPOO, CONDITIONER AND HAIRSTYLING PRODUCTS
Acquisitions impacting both leaders and middle players
Manufacturer sales of shampoo, conditioner, and hairstyling products
Figure 14: Manufacturer sales of shampoo, conditioner, and hairstyling products, 2016 and 2017
WHAT’S WORKING?
Natural shampoos could reduce damage concerns
Figure 15: Year over year growth of shampoo launches making a natural claim, Jan. 2015-Dec. 2017
Figure 16: MULO sales of select natural haircare products, 52 weeks ending December 31, 2017
Air-drying reduces damage without eliminating styling
WHAT’S STRUGGLING?
Success of hairstyling products dependent on washing and style
Figure 17: Multi-Outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2016 and 2017
WHAT’S NEXT?
Customization can ease consumer confusion
Hairstylist influencers take salon expertise to social media
THE CONSUMER – WHAT YOU NEED TO KNOW 
Shampoo essential to hygiene routine
Damage repair and hydration resonate with consumers
Concern over frequent shampooing leads to fewer washes
Conditioner usage reliant on shampoo
Men are key drivers in hairstyling, though women can be engaged
Treatments are used as needed, leading to longer purchase cycles
Recognizable formats drive interest
PRODUCT USAGE
Traditional products have highest usage
Figure 18: Product usage, February 2018
Hair treatments used as-needed; styling products off-trend
Figure 19: Product usage, any (net), February 2018
Younger consumers are more engaged with newer formats
Figure 20: Use of shampoo and conditioner, by age, February 2018
Younger women over-index for usage of styling products
Figure 21: Use of styling products and treatments, by age, February 2018
Black and Hispanic consumers value hydration
Figure 22: Select product usage, part 1, by race and Hispanic origin, February 2018
Figure 23: Select product usage, part 2, by race and Hispanic origin, February 2018
IMPORTANCE OF HAIRCARE BENEFITS
Customization, damage repair top-of-mind for consumers
Figure 24: Importance of haircare benefits, by rank, February 2018
Younger consumers have higher interest in damage claims
Figure 25: Importance of haircare benefits, any rank, by age, February 2018
Dry hair is an important issue for Black consumers
Figure 26: Importance of haircare benefits, any rank, by race and Hispanic origin, February 2018
USAGE OF AND ATTITUDES TOWARD SHAMPOO
Some consumers skip daily washing
Figure 27: Frequency of shampoo usage, February 2018
Daily shampoo usage driven by men
Figure 28: Frequency of usage, any shampoo (net), by gender, February 2018
Black consumers less likely to shampoo daily
Figure 29: Frequency of usage, any shampoo (net), by race and Hispanic origin, February 2018
Shampoo users value moisturizing formulas
Figure 30: benefits sought in haircare, by shampoo users, February 2018
Frequent shampooing seen as damaging
Figure 31: Attitudes toward shampoo, February 2018
Younger consumers focus on damage concerns
Figure 32: Attitudes toward shampoo, by age, February 2018
Black consumers like to keep it natural
Figure 33: Attitudes toward shampoo, by race and Hispanic origin, February 2018
USAGE OF AND ATTITUDES TOWARD CONDITIONER
Conditioner usage lower than shampoo
Figure 34: Frequency of usage, conditioner, February 2018
Women are more likely to pair conditioner with shampoo
Figure 35: Frequency of usage, any conditioner (net), by gender, February 2018
Frequency of usage is impacted by shampoo usage, regardless of race
Figure 36: Frequency of conditioner usage (net), by race and Hispanic origin, February 2018
Conditioner users over-index for moisture claims
Figure 37: Benefits sought in haircare, by conditioner users, February 2018
Benefit specific conditioners may increase consumer spend
Figure 38: Attitudes toward conditioner, February 2018
Black consumers are benefits driven, but look for natural
Figure 39: Attitudes toward conditioner, by race and Hispanic origin, February 2018
USAGE OF AND ATTITUDES TOWARD STYLING PRODUCTS
Mousse dependent on wash cycles, dry-styling more versatile
Figure 40: Frequency of styling product usage, February 2018
Men are more likely to use styling products daily
Figure 41: Frequency of usage, any styling product (net), by gender, February 2018
Styling products can be the final defense against damage
Figure 42: Benefits sought in haircare, by styling product users, February 2018
Usage of styling products is dependent on creating a look
Figure 43: Attitudes toward styling products, February 2018
Engaging 18-24-year-olds essential for hairstyling
Figure 44: Attitudes toward styling products, by age, February 2018
Black consumers prefer natural; Hispanics choose style
Figure 45: Attitudes toward styling products, by race and Hispanic origin, February 2018
USAGE OF HAIR TREATMENTS
Hair treatments are used as needed
Figure 46: Frequency of hair treatment usage, February 2018
Consumers tend to use treatments a few times a week
Figure 47: Frequency of usage, any treatment (net), by age, February 2018
Hair texture plays a role in type of treatment used
Figure 48: Frequency of hair treatment usage (net), by race and Hispanic origin, February 2018
INTEREST IN HAIRCARE FORMATS
Recognizable formats heat up the haircare market
Figure 49: Usage and interest in haircare formats, February 2018
Customization competes with established products
Figure 50: Usage and interest in haircare formats, any interest (net), February 2018
Women driving category innovations
Figure 51: Interest in haircare formats, any interest (net), by females, February 2018
Damage-related products pique the interest of younger consumers
Figure 52: Usage and interest in haircare formats, any interest (net), by age, February 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 53: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
Figure 54: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2012-2017
Figure 55: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2015 and 2017
APPENDIX – KEY PLAYERS 
Figure 56: Multi-Outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 57: Multi-Outlet sales of conditioners, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 58: Multi-Outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 59: Multi-Outlet sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2016 and 2017

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.