Table of Contents
Executive Summary
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- Figure 1: Short, medium and long term impact of COVID-19 on shampoo, conditioner and hairstyling, April 2020
- The issues
- COVID-19 will lead to short-term decline for haircare
- Daily washing continues to decline
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- Figure 2: Shampoo usage frequency, February 2018, December 2018 and February 2020
- Hairstyling segment struggles to take hold
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- Figure 3: Hairstyling usage frequency – net any styling, by gender, February 2020
- Engagement declines with age
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- Figure 4: Product usage, by age 55+, February 2020
- The opportunities
- Opportunities to reach consumers with multifunctional products
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- Figure 5: Interest in innovations, February 2020
- Growing multicultural population opens doors for new products
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- Figure 6: Hair texture, by race and Hispanic origin, February 2020
- Eco claims resonate with young adults
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- Figure 7: Select interest in innovation, by 18-24 age group, February 2020
- What it means
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Impact of COVID-19 on Shampoo, Conditioner and Hairstyling
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- What you need to know
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- Figure 8: Short, medium and long term impact of COVID-19 on shampoo, conditioner and hairstyling, April 2020
- Opportunities and Threats
- Hair washing routines are disrupted, but not for long
- Haircare becomes integral to self-care, opening doors for mass players
- Build beauty communities with CSR and technology
- COVID-19 is a catalyst for clean and safe haircare products
- Impact on the shampoo, conditioner and hairstyling market
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- Figure 9: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2014-24
- How the crisis will affect haircare’s key consumer segments
- Key consumer segments
- As salons stay closed, consumers spa-in-place
- Subscription services and DTC brands grow, challenging distribution channels
- How a COVID-19 recession will reshape the industry
- Economic concerns will impact discretionary spending
- A changing landscape showcases new challenges from last recession
- COVID-19: US context
The Market – What You Need to Know
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- Haircare to take expected hit
- Shampoo controls the lion’s share of the market
- Race influences hair texture
- Multicultural population grows
Market Size and Forecast
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- Haircare market expected to take a hit, but bounce back post COVID-19
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- Figure 10: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2014-24
Market Breakdown
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- Shampoo controls the lion’s share of the market
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- Figure 11: Share of US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2019
- Figure 12: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2014-20
Market Perspective
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- Most Americans have straight or wavy hair textures
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- Figure 13: Hair texture, February 2020
- Race influences hair texture and concerns
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- Figure 14: Hair concerns, by race and Hispanic origin, February 2020
- Hair texture does not always denote hair structure
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- Figure 15: Hair texture, by hair structure, February 2020
- Hair loss hits home
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- Figure 16: Hair concerns, February 2020
- Lifestyle influences hair concerns
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- Figure 17: Hair concerns, by gender, February 2020
- Older adults are concerned about hair loss
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- Figure 18: Hair concerns, by age, February 2020
Market Factors
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- Multicultural population grows
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- Figure 19: Distribution of generations by race and Hispanic origin, 2019
- Influencer launches disrupt market
Impact of COVID-19 on Shampoo, Conditioner and Hairstyling
Key Players – What You Need to Know
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- P&G is “Head & Shoulders” above the rest
- TikTok “challenges” create opportunities
- Styling struggles to take hold
- Haircare gets an eco-edge
Company and Brand Sales of Shampoo, Conditioner and Hairstyling Products
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- P&G is “Head & Shoulders” above the rest
- Dry shampoo brands see gains
- Sales of shampoo, conditioner and hairstyling products by company
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- Figure 20: Sales of shampoo, conditioner and hairstyling products, by company, 2019 and 2020
What’s Working
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- Blonde shampoos are a highlight
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- Figure 21: Multi-outlet sales of select color refreshing shampoos, by companies and brands, rolling 52 weeks 2019 and 2020
- TikTok “challenges” create opportunities
- How haircare brands can reach audiences on TikTok
- Shampoo brands with natural and eco-positioning see success
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- Figure 22: Multi-outlet sales of select shampoos, by companies and brands, rolling 52 weeks 2019 and 2020
- Indie men’s styling brands disrupt market
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- Figure 23: Multi-outlet sales of select hairstyling products, by companies and brands, rolling 52 weeks 2019 and 2020
What’s Struggling
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- Styling struggles to take hold
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- Figure 24: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2019 and 2020
What to Watch
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- Haircare gets an eco-edge
- Consider the implications: Wellbeing Trend Driver
- Skincare innovations shed light on haircare opportunities
- Future proof brands with science-backed safe synthetics and biotechnology
The Consumer – What You Need to Know
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- Young women are heaviest product users and represent key audience
- Dependence on dry shampoo grows as consumers prolong washes
- Dry hair concerns boost conditioner usage
- Black adults hair concerns dictate treatment usage
- Older adults take a routine-driven approach to shopping
- Eco-friendly claims are important to young adults
- 18-24 year olds rely on social media for haircare information
- Time-saving products resonate with women
Product Usage
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- Consumers are trading regular shampoo for alternative formats
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- Figure 25: Product usage, December 2018 and February 2020
- Women drive usage for most products
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- Figure 26: Product usage, by gender, February 2020
- Older adults stick to product staples
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- Figure 27: Product usage, by age, February 2020
- Product usage reveals unique needs among Black adults
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- Figure 28: Product usage, by race and Hispanic origin, February 2020
- Young women are heaviest haircare users
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- Figure 29: Repertoire analysis, product usage – by female, 18-34, February 2020
Shampoo Usage Frequency
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- Washing occurs a few times a week
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- Figure 30: Shampoo usage frequency, February 2020
- Daily shampoo usage continues to decline
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- Figure 31: Shampoo usage frequency, February 2018, December 2018 and February 2020
- Gender influences washing routines
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- Figure 32: Regular shampoo usage frequency, by gender, February 2020
- Race dictates usage frequency
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- Figure 33: Regular shampoo usage frequency, by race and Hispanic origin, February 2020
Conditioner Usage Frequency
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- Daily hair washers sacrifice steps to save time
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- Figure 34: Conditioner usage frequency, February 2020
- Desire for moisture boosts conditioner usage
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- Figure 35: Regular conditioner usage frequency, February 2018, December 2018 and February 2020
- Conditioners are a staple for women
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- Figure 36: Conditioner usage frequency – net any conditioner, by gender, February 2020
- Black adults use conditioning products on non-shampoo days
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- Figure 37: Conditioner usage frequency – net any conditioner, by race and Hispanic Origin, February 2020
Hairstyling Usage Frequency
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- Styling usage is dependent on washing routines
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- Figure 38: Hairstyling usage frequency, February 2020
- Styling products are used more often, but less frequently
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- Figure 39: Hairstyling usage frequency – net any styling, February 2018, December 2018 and February 2020
- Daily hairstyling usage is driven by men
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- Figure 40: Hairstyling usage frequency – net any styling, by gender, February 2020
- Older adults use styling products more frequently
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- Figure 41: Hairstyling usage frequency – net any styling, by age, February 2020
Hair Treatment Usage Frequency
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- Hair oil is most likely to be used daily
- Product Highlight
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- Figure 42: Hair treatment usage frequency, February 2020
- Hair treatments poised to grow
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- Figure 43: Usage frequency of treatments, February 2018, December 2018 and February 2020
- Race influences treatment usage
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- Figure 44: Usage frequency of hair treatments – net any treatment, by race and Hispanic origin, February 2020
Shopping Behaviors
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- Online shopping grows
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- Figure 45: Shopping behaviors, February 2020 and December 2018
- Older adults take a routine-driven approach to shopping
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- Figure 46: Select shopping behaviors, by age, February 2020
- Short ingredient lists resonate with Black adults
- Product spotlight
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- Figure 47: Select shopping behaviors, by race and Hispanic origin, February 2020
Product Claims
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- Important haircare claims reflect hair concerns
- Functional benefits and recognizable ingredients win over consumers
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- Figure 48: Product claims, February 2020
- Women seek a wide variety of claims
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- Figure 49: Product claims – important, by gender, February 2020
- Young adults are eco-conscious
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- Figure 50: Product claims – important, by age, February 2020
- Black adults seek products that address unique hair concerns
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- Figure 51: Multi-outlet sales of Cantu, rolling 52 weeks 2019 and 2020
- Figure 52: Product claims – important, by race and Hispanic Origin, February 2020
- Functional claims still have most reach
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- Figure 53: Turf analysis – benefits sought, February 2020
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- Figure 54: Table – TURF analysis – product claims, January 2020
- Methodology
Attitudes and Behaviors toward Haircare
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- Confusion still clouds haircare
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- Figure 55: Attitudes and behaviors toward haircare, February 2020
- 18-24 year olds use social media to research haircare
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- Figure 56: Select attitudes and behaviors toward haircare, by age, February 2020
- DIY product mixes appeal to Black adults
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- Figure 57: Select attitudes and behaviors toward haircare, by race and Hispanic Origin, February 2020
Interest in Innovations
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- Clean haircare products have widespread appeal
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- Figure 58: Interest in innovation, February 2020
- Women are interested in fighting fade with color refreshers
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- Figure 59: Interest in innovation, by gender, February 2020
- Eco-innovations appeal to most, regardless of age
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- Figure 60: Love Beauty and Planet – benefits of fast rinse conditioners video
- Figure 61: Interest in innovations, by age, February 2020
- Scalp innovations reach Asian and Black adults
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- Figure 62: Interest in innovations, by race and Hispanic Origin, February 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 63: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at inflation-adjusted prices, 2014-24
- Figure 64: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2014-19
- Figure 65: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2017 and 2019
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Appendix – Retail Channels
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- Figure 66: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2014-19
- Figure 67: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 68: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 69: Multi-outlet sales of conditioner, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 70: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2019 and 2020
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