Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Market experiences steady growth, driven by gains in shampoo
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- Figure 1: Percent change of total US retail sales of shampoo, conditioner, and hairstyling products, by segment, 2012-16 (est)
- Product usage of staples is widespread, but consumers aren’t using daily
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- Figure 2: Haircare product usage – Mean (#), January 2017
- Concerns over damage, preferences for natural-looks limit usage frequency
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- Figure 3: Select attitudes toward haircare products and routines, January 2017
- The opportunities
- Alternative formats may increase usage frequency
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- Figure 4: MULO sales of select dry shampoos, 52-weeks ending December 25, 2016
- Natural haircare offerings could convince shoppers to splurge
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- Figure 5: Select attitudes toward natural haircare, by age, January 2017
- Products that promote natural looks, healthy-hair resonate
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- Figure 6: Select haircare claims, January 2017
- What it means
The Market – What You Need to Know
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- Shampoo, conditioner, and hairstyling products achieve growth
- Shampoo the largest and fastest growing haircare segment
- Black haircare, men’s haircare markets outpace overall category growth
- Aging population slows growth, multicultural consumers demand own products
Market Size and Forecast
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- Historic and projected sales performance
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- Figure 7: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2011-21
- Figure 8: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2011-21
Market Breakdown
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- Shampoo is the largest haircare segment, growing
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- Figure 9: Share of shampoo, conditioner, and hairstyling products sales, by segment, 2016 (est)
- Figure 10: Percent change of total US retail sales of shampoo, conditioner, and hairstyling products, by segment, 2012-16 (est)
Market Perspective
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- Black haircare, men’s segments outperform total haircare market
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- Figure 11: Percent change of total US retail sales of haircare segments, including home hair color, men’s haircare, shampoo, conditioner, and hairstyling products, and Black haircare, 2012-16 (est)
- Healthy-hair, natural claims rising in product launches
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- Figure 12: Share of haircare products making select claims, 2011-16
- Beauty from within becomes increasingly relevant in haircare
Market Factors
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- Growing population of adults aged 25-44 buoys market challenged by aging population
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- Figure 13: Population by age, 2012-22
- Growing multicultural population alters product landscape
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- Figure 14: Population by race and Hispanic origin, percent change, 2017-22
Key Players – What You Need to Know
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- Despite struggles, Unilever and P&G still dominate haircare sales
- Positive perceptions boost Dove sales, limited awareness a challenge for OGX
- Natural, healthy-hair claims resonate, men’s shampoo holds strong
- Natural skincare struggles to extend into haircare, cleansing conditioners lack awareness
- New approach toward skincare-inspired claims, low shampoos on-trend
Manufacturer Sales of Shampoo, Conditioner, and Hairstyling Products
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- Unilever, P&G garner half of MULO sales but are struggling
- Manufacturer sales of shampoo, conditioner, and hairstyling products
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- Figure 15: Manufacturer sales of shampoo, conditioner, and hairstyling products, 2015 and 2016
Brand Perceptions
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- Positive perceptions boosts Dove sales, limited awareness a challenge for OGX
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- Figure 16: Correspondence Analysis – Brand perceptions, January 2017
- Figure 17: Brand perceptions, January 2017
- Methodology
What’s Working?
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- Natural claims are two-fold, referring to ingredients and hairstyles
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- Figure 18: MULO sales of select natural haircare products, 52-weeks ending December 25, 2016
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- Figure 19: MULO sales of select haircare products that encourage embracing natural hair, 52-weeks ending December 25, 2016
- Healthy-hair claims on-trend with current hair preferences
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- Figure 20: MULO sales of select haircare products touting healthy hair claims, 52-weeks ending December 25, 2016
- Men’s shampoo experiences overall gains, though some brands get left behind
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- Figure 21: MULO sales of select men’s haircare products, 52-weeks ending December 25, 2016
- Dry shampoos continue to gain traction
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- Figure 22: MULO sales of select dry shampoos, 52-weeks ending December 25, 2016
What’s Struggling?
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- Natural skincare brands struggle to find success in haircare
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- Figure 23: MULO sales of select Yes To and Burt’s Bees products, 52-weeks ending December 25, 2016
- Cleansing conditioners slow to take off in MULO
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- Figure 24: MULO sales of select cleansing conditioner and co-washes, 52-weeks ending December 25, 2016
What’s Next?
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- New skincare-inspired haircare products offer more relevant benefits
- Formats including overnight products, balm-to-oil capitalize on healthy hair trends
- Impact of lifestyle factors result in broader claims including UV protection, anti-pollution
- Product launches address Halal claims
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- Figure 25: Select Halal certified products
- “Low shampoos” create a full spectrum between shampoo and cleansing conditioners
The Consumer – What You Need to Know
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- Genes and shampoo seen as biggest influencers on hair’s appearance
- Shampoo and conditioner usage widespread, but not used daily
- Hairstyling and hair treatment products reach more limited audiences
- Healthy-looking hair, moisturizing top-of-mind for consumers
- Natural haircare offerings benefit from generally positive views
- Consumers embrace natural hair texture, concerned over shampoos
Factors Impacting the Appearance of Hair
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- Adults believe genes, shampoo usage have the biggest impact on hair
- Lifestyle factors also relevant
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- Figure 26: Factors impacting the appearance of hair, January 2017
- Younger women emphasize importance of conditioner
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- Figure 27: Select factors impacting the appearance of hair, any rank (net), by gender and age, January 2017
- Hispanic and Black adults recognize impact of lifestyle on hair
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- Figure 28: Select factors impacting the appearance of hair – Any rank (net), by all, Hispanic, and Black adults, January 2017
Shampoo Usage and Frequency
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- Most people use shampoo – but not daily
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- Figure 29: Shampoo usage, by any use (net)* and frequency, January 2017
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- Figure 30: Shampoo usage – Mean (#), January 2017
- Dry shampoo resonating with younger adults, who shampoo less often
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- Figure 31: Shampoo usage, by age – Any use (net)*, January 2017
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- Figure 32: Shampoo usage – Mean (#), by gender and age, January 2017
- Black adults less likely to use shampoo
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- Figure 33: Shampoo usage – Any use (net)*, by race/Hispanic origin, January 2017
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- Figure 34: Shampoo usage – Mean (#), by race/Hispanic origin, January 2017
Conditioner Usage and Frequency
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- Conditioner usage is widespread, but not a daily staple
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- Figure 35: Conditioner usage, by any use (net)* and frequency, January 2017
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- Figure 36: Conditioner usage – Mean (#), January 2017
- Younger women drive conditioner usage
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- Figure 37: Conditioner usage – Any use (net)*, by gender and age, January 2017
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- Figure 38: Conditioner usage – Mean (#), by gender and age, January 2017
- Hispanics use conditioner more often
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- Figure 39: Conditioner usage – Any use (net)*, by race/Hispanic origin, January 2017
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- Figure 40: Conditioner usage – Mean (#), by race/Hispanic origin, January 2017
Hairstyling Product Usage and Frequency
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- Hairstyling products used sparingly
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- Figure 41: Hairstyling product usage, by any use (net)* and frequency, January 2017
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- Figure 42: hairstyling usage– Mean (#), January 2017
- Younger men drive usage of hairstyling products
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- Figure 43: hairstyling usage – Any use (net)*, by gender and age, January 2017
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- Figure 44: Hairstyling product usage – Mean (#), by gender and age, January 2017
- Hispanics over index across hairstyling product types
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- Figure 45: Hairstyling usage – Any use (net)*, by race/Hispanic origin, January 2017
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- Figure 46: Hairstyling product usage – Mean (#), by race/Hispanic origin, January 2017
Hair Treatment Usage and Frequency
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- Hair treatment usage remains low
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- Figure 47: Hair treatment usage, by any use (net)* and frequency, January 2017
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- Figure 48: hair treatment usage – Mean (#), January 2017
- Younger women stronger users of hair treatment products
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- Figure 49: hair treatment usage – Any use (net)*, by gender and age, January 2017
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- Figure 50: hair treatment usage – Mean (#), by age, January 2017
- Multicultural adults more engaged with hair treatment products
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- Figure 51: Hair treatment usage – Any use (net)*, by race/Hispanic origin, January 2017
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- Figure 52: hair treatment usage – Mean (#), by race/Hispanic origin, January 2017
Haircare Claims
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- Healthy-looking hair, moisturizing claims in high demand
- Personalized products resonate
- Anti-aging, anti-pollution offerings reach niche audiences
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- Figure 53: Haircare claims, January 2017
- Claims more influential to women
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- Figure 54: Haircare claims, by gender, January 2017
- Younger adults expect more from their haircare products
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- Figure 55: Select haircare claims, by age, January 2017
- Black consumers seek products targeted at their ethnicity
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- Figure 56: Select haircare claims, by all, Hispanic, and Black consumers, January 2017
Attitudes toward Natural Haircare
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- Consumers hold positive views of natural offerings
- Perceptions that natural products are expensive challenges natural brands
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- Figure 57: Attitudes toward natural haircare, January 2017
- Younger adults hold more positive attitudes toward natural haircare
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- Figure 58: Select attitudes toward natural haircare, by age, January 2017
- Hispanics hold favorable views of natural haircare, may not translate to sales
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- Figure 59: Select attitudes toward natural haircare, by race/Hispanic origin, January 2017
Attitudes toward Haircare Products and Routines
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- Preference for simplicity, natural texture challenge haircare market
- Concerns over shampoo translate into less-than-daily usage
- Consumers lack engagement, awareness of newer formats
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- Figure 60: Attitudes toward haircare products and routines, January 2017
- Younger women express concerns that shampoo damages hair
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- Figure 61: Select attitudes toward haircare products and routines, by gender and age, January 2017
- Black consumers prefer natural styles, skip shampoo
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- Figure 62: Attitudes toward haircare products and routines, by race/Hispanic origin, January 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 63: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2011-21
- Figure 64: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2011-21
- Figure 65: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2011-16
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Appendix – Key Players
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- Figure 66: MULO sales of shampoo, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 67: MULO sales of conditioner, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 68: MULO sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 69: MULO sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2015 and 2016
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Appendix – Consumer
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- Figure 70: Shampoo brand usage, August 2011-August 2016
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- Figure 71: Conditioner brand usage, August 2011-August 2016
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- Figure 72: Hair spray brand usage, August 2011-August 2016
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- Figure 73: Hair styling gels/creams/lotions brand usage, August 2011-August 2016
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- Figure 74: Usage of shampoo, conditioner, hairspray, and hairstyling gels/creams/lotions, August 2011-August 2016
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- Figure 75: Usage of shampoo, conditioner, hairspray, and hairstyling gels/creams/lotions, August 2011-August 2016
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