Table of Contents
Executive Summary
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- What you need to know
- Brands that transform washing routines into self-care experiences will win with consumers
- Target innovation to support holistic health
- Keep up with the evolving demographic landscape
- Renovate offerings to appeal to evolving lifestyle needs
- Put people and the planet at the forefront of brand messaging
- Bring expertise and familiarity into the conscious haircare movement
- Market overview
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- Figure 1: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling product, at current prices, 2015-25
- Impact of COVID-19 on shampoo, conditioner and hairstyling products
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on shampoo, conditioner and hairstyling products, April 2021
The Market – Key Takeaways
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- Haircare market expected to continue slow yet steady growth
- Conditioner driving strongest gains
- Haircare needs to keep up with the evolving demographic landscape
Market Size and Forecast
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- Haircare market expected to continue slow, yet steady growth
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- Figure 3: Total US sales and fan chart forecast of shampoo, conditioner and hairstyling products, at current prices, 2015-25
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- Figure 4: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2015-25
- Impact of COVID-19 on shampoo, conditioner and hairstyling products
Segment Performance
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- Conditioner leading growth
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- Figure 5: Share of US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2018 and 2020
- Hairstyling products take a hit
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- Figure 6: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2015-25
Market Factors
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- Haircare needs to keep up with the evolving demographic landscape
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- Figure 7: Repertoire of haircare products, by race and Hispanic origin, January 2021
- Consider intersectionality when approaching NPD
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- Figure 8: Instagram post – Cardi B, March 2021
- Embrace multidimensionality in communication strategies
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- Figure 9: Dove Men + Care – Off Court Champs
- Will customization enable greater inclusivity in haircare?
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- Figure 10: Instagram post – Function of Beauty x Target
- Renovate communication strategies to align with shifting perceptions of “clean”
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- Figure 11: Instagram Post – Chemical Free
- Water shortages and climate concerns could increase demand for quick-rinse formulas
Companies and Brands – Key Takeaways
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- COVID-19 disrupts the leader board
- Brands are renovating offerings to meet new lifestyle needs
- Get more descriptive with haircare fragrances to grow ecommerce
Market Share
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- COVID-19 disrupts the leader board
- Sales of shampoo, conditioner and hairstyling products by company
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- Figure 12: Multi-outlet sales of shampoo, conditioner, and hair styling products, by leading companies, rolling 52 weeks 2020 and 2021
Competitive Strategies
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- Brands are renovating offerings to meet new lifestyle needs
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- Figure 13: Instagram post – Ouai pet care
- Head & Shoulders addresses the emotional impact of dandruff
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- Figure 14: Head & Shoulders – #TakeBackYourFuture
- Boost trust by leveraging expertise and ingredient familiarity
Market Opportunities
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- Sustainability will shape the future of haircare
- Target innovation to address unmet hormonal needs
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- Figure 15: Interest in hair products that address hormonal changes, by age, January 2021
- Get more descriptive with haircare fragrances to grow ecommerce
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- Figure 16: TikTok – Fragrances as Hogwarts houses
- Figure 17: Haircare purchase channel location, January 2021
- Develop holistic solutions for stress-induced hair loss
The Consumer – Key Takeaways
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- Highlight convenience to increase men’s repeat purchase rate
- Offer customizable solutions to meet diverse needs of Hispanic consumers
- Partner with edu-tainers on social media to reach key groups
- Encourage trade-ups by promoting long-lasting scent benefits
- Consumers are putting hair health and wellness at the forefront
- Expect greater familiarity with active ingredients in haircare
- A spotlight on cleanliness piques interest in hair sanitizers
Shampoo and Conditioner Product Usage
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- Focus NPD to address shifting lifestyle needs
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- Figure 18: Shampoo and conditioner product usage, January 2021
- Highlight convenience to increase men’s repeat purchase rate
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- Figure 19: Method Men – The Great Grooming Confessional
- Figure 20: Shampoo and conditioner product usage, by gender, January 2021
- Take a targeted approach to innovation and appeal to Millennials by using popular skincare ingredients in haircare
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- Figure 21: Shampoo and conditioner product usage, by age, January 2021
- Black adults lead usage of alternative formats
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- Figure 22: Shampoo and conditioner product usage, by race and Hispanic origin, January 2021
Hairstyling and Treatment Product Usage
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- Leverage hair oil’s health halo to encourage trade-ups
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- Figure 23: Instagram post – Adowa Beauty
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- Figure 24: Hairstyling and treatment product usage, January 2021
- Renovate styling products to suit men’s needs
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- Figure 25: Hairstyling and treatment product usage, by gender, January 2021
- Tap into TikTok trends and bring “fun” into the styling segment
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- Figure 26: Hairstyling and treatment product usage, by age, January 2021
- Offer customizable solutions to meet Hispanic consumer’s diverse needs
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- Figure 27: Hairstyling and treatment product usage, by race and Hispanic origin, January 2021
Shopping Behaviors
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- A focus on hair/scalp health will give rise to functional ingredient stories
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- Figure 28: Haircare shopping behaviors, January 2021
- Partner with edu-tainers on social media to reach key groups
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- Figure 29: TikTok – Matt Loves Hair x Amika
- Figure 30: Haircare shopping behaviors, by age, January 2021
- Use ingredient stories to demonstrate hair health
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- Figure 31: Haircare shopping behaviors, by race and Hispanic origin, January 2021
Benefits Sought
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- Encourage trade-ups by promoting long-lasting scent benefits
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- Figure 32: Hair washing products benefits sought, January 2021
- Men prioritize efficacy and convenience
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- Figure 33: Hair washing products benefits sought, by gender, January 2021
- Focus on hair health to reach Black and Hispanic consumers
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- Figure 34: My Black is Beautiful – Golden Milk Collection
- Figure 35: Hair washing products benefits sought, by race and Hispanic origin, January 2021
- Consumers seek style preservation and fragrance from styling products
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- Figure 36: Hair styling products benefits sought, January 2021
Changes in Behavior
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- Consumers are putting hair health and wellness at the forefront
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- Figure 37: Instagram post – Crown Affair
- Figure 38: Changes in haircare behavior, January 2021
- Black and Hispanic consumers engaged in DIY during lockdown
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- Figure 39: TikTok – Rice water
- Figure 40: Changes in haircare behavior – More, by race and Hispanic origin, January 2021
Attitudes toward Haircare
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- Expect greater familiarity with active ingredients in haircare
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- Figure 41: Instagram post – Haircare ingredients
- Figure 42: Attitudes toward haircare, January 2021
- Women take a holistic approach to haircare
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- Figure 43: Select attitudes toward haircare, by gender, January 2021
Interest in Innovation
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- Color refreshing products are a bright spot
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- Figure 44: Select multi-outlet sales of toning shampoos, rolling 52 weeks 2020 and 2021
- Figure 45: Interest in haircare innovation, January 2021
- A spotlight on cleanliness piques interest in hair sanitizers
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- Figure 46: Instagram post – Dede Hair Purifier
- Figure 47: Interest in haircare innovations, by gender, January 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 48: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at inflation-adjusted prices, 2015-25
- Figure 49: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2018 and 2020
- Figure 50: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2015-20
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Appendix – Companies and Brands
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- Figure 51: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 52: Multi-outlet sales of hair conditioner, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 53: Multi-outlet sales of hair styling products, by leading companies and brands, rolling 52 weeks 2020 and 2021
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Appendix – The Consumer
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- Figure 54: TURF Analysis – Benefits sought – Shampoo/conditioner, January 2021
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- Figure 55: TURF Analysis – Benefits sought – Styling products, January 2021
- Methodology
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Appendix – GNPD
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- Figure 56: Fastest growing ingredients in USA hair products, date published is between May 2016-April 2021
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