In spite of COVID-19-related disruptions, the haircare market was able to stave off major loses thanks to the functional and hygienic nature of the category. However, the pandemic did still have a profound impact on routines and how consumers engage in the space. While limited social interactions drove down the need/desire to use hairstyling products, an intensified need for self-care and a desire to improve hair health spurred conditioner usage. As we continue to navigate re-emergence, expect a continued focus on both mental and hair health – giving rise to functional ingredients and opening doors for brands to develop haircare products that offer both physical and emotional benefits.

• The impact of COVID-19 on consumer behavior and the shampoo, conditioner and hairstyling market.

• How a K-shaped recovery is impacting the haircare market.

• How brands in the space are renovating offerings to solve new lifestyle needs.

• Hair washing and styling benefits sought.

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 only covers the at-home haircare market and does not include salon services or products sold through salons.

Mintel’s economic assumptions are based on CBO estimates released on February 1, 2021. The CBO’s previous forecast for US GDP to fall by 5.8% in 2020 was revised after a stronger second half of the year and the updated estimate indicates negative 3.5% GDP for the year. The CBO forecasts GDP to grow by 4.6% in 2021 and projects unemployment to continue to fall to average 5.7% for the year.

The first COVID-19 case was confirmed in the US in January 2020. It was declared a global health pandemic and national emergency in early March 2020. Across the US, various stay-at-home orders were put in place in Spring 2020, and non-essential businesses and school districts closed or shifted to remote operations. The remainder of 2020 saw rolling orders, as states and local governments relaxed and reinforced guidelines according to the spread of the virus in each region.

Vaccine rollout began in December 2020. Mintel anticipates business operations in the US will remain in a state of flux through 2021 as vaccines are widely administered and social distancing restrictions and capacity limitations are relaxed.