What you need to know

The women’s haircare category saw a 1% value decline in 2019 reaching £1.37 billion as women drop out of the styling segment in a bid to care for their hair as well as follow trends for more natural styles. Indeed, the styling segment saw a 4% value decline in 2019 as 40% of female haircare users styled their hair less frequently in the last year.

Hair health is paramount in this category, and women want their haircare and styling routines to promote the health of their hair. However, price remains the biggest purchase factor, with 65% of female haircare buyers determining their choice of haircare products on the price of products, posing challenges for value growth in the category.

Products covered in this Report

Within this Report, Mintel defines ‘women’s haircare’ as all haircare that is not specifically targeted at men. Accordingly, all market and launch information includes data for unisex haircare.

  • Shampoos: All types of shampoo for washing hair including beauty or standard shampoos as well as anti-dandruff/medicated types. Also includes two-in-one shampoo and conditioners, and dry shampoo.

  • Conditioners and treatments: Rinse-out and leave-in conditioners, intensive treatments such as hot oils, serums, masks and sprays.

  • Styling products: All products that are used to style, sculpt or fix the hair. These include mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses and hairsprays.

Sales of shampoo, conditioner and styling products through all retail outlets and sold by hair salons for home use are covered by this Report.

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