What you need to know
With the majority of Americans under stay-at-home orders due to COVID-19, hair washing and styling frequency may decline short-term as consumers limit exposure to others and priorities shift. However, as restrictions lift consumers will fall back into their typical haircare routines. Looking ahead, haircare will continue to play a vital role in hygiene routines and in supporting self-esteem.
Key issues covered in this Report
The impact of COVID-19 on consumer behavior and the shampoo, conditioner and hairstyling market
How the haircare market will fare the post-COVID-19 slowdown
Product usage trends among key consumer groups
Consumer interest in innovation and product claims
This Report was written March 20, 2020 and updated on April 27, 2020 with the COVID-19 implications.
Definition
For the purposes of this Report, Mintel has used the following definitions:
Shampoo, including anti-dandruff formulas and dry shampoo
Conditioner, including leave-in and rinse-out products
Hairstyling products, including hairspray/spritz, gel, mousse, cream, oil, putty and other texturizers
This Report does not include hair color or other chemical treatments such as perms, relaxers or keratin straighteners. In addition, this Report covers only the at-home haircare market and does not include salon services.