Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Less than half of consumers use shampoo daily
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- Figure 1: Frequency of shampoo usage, February 2018
- Hairstyling product sales reflective of usage
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- Figure 2: Frequency of usage, any styling product (net), by gender, February 2018
- Consumers are confused over which type of product to use
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- Figure 3: Confusion regarding haircare products, February 2018
- The opportunities
- Elevate usage by building shampoo repertoires
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- Figure 4: Frequency of shampoo usage, a few times a week, February 2018
- Growth in natural shampoo launches is steady year over year
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- Figure 5: Year over year growth of shampoo launches making a natural claim, Jan. 2015-Dec. 2017
- Customized hair products could alleviate consumer confusion
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- Figure 6: Interest in customized hair products, by females, February 2018
- What it means
The Market – What You Need to Know
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- Shampoo driving category growth
- Shampoo and conditioner are largest segments
- Innovations in other categories could pose threat to hair treatments
- Growing multicultural and younger population could boost sales growth
Market Size and Forecast
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- Historic and projected sales performance
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- Figure 7: Total US retail sales and fan chart forecast of shampoo, conditioner and hairstyling products, at current prices, 2012-22
- Figure 8: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2012-22
Market Breakdown
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- Shampoo remains largest segment in haircare
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- Figure 9: Share of US shampoo, conditioner, and hairstyling products retail sales, by segment, 2017
- Figure 10: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2012-22
Market Perspective
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- Shampoo continues to dominate, hairspray usage falters
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- Figure 11: Haircare product usage, Fall 2014-17
- Competitive hair supplements could become complementary
- Protecting hair from damage during sleep could affect treatments
Market Factors
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- Growth among women aged 25-44 balances aging population challenges
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- Figure 12: Female population by age, 2013-23
- Growing multicultural population can shift product offerings
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- Figure 13: Population by race and Hispanic origin, percent change, 2013-23
Key Players – What You Need to Know
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- Big brands buy to diversify
- Consumers want natural styles and formulations
- Traditional hairstyling products struggle to boost sales
- Expert-driven customization will ease consumer confusion
Company and Brand Sales of Shampoo, Conditioner and Hairstyling Products
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- Acquisitions impacting both leaders and middle players
- Manufacturer sales of shampoo, conditioner, and hairstyling products
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- Figure 14: Manufacturer sales of shampoo, conditioner, and hairstyling products, 2016 and 2017
What’s Working?
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- Natural shampoos could reduce damage concerns
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- Figure 15: Year over year growth of shampoo launches making a natural claim, Jan. 2015-Dec. 2017
- Figure 16: MULO sales of select natural haircare products, 52 weeks ending December 31, 2017
- Air-drying reduces damage without eliminating styling
What’s Struggling?
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- Success of hairstyling products dependent on washing and style
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- Figure 17: Multi-Outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2016 and 2017
What’s Next?
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- Customization can ease consumer confusion
- Hairstylist influencers take salon expertise to social media
The Consumer – What You Need to Know
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- Shampoo essential to hygiene routine
- Damage repair and hydration resonate with consumers
- Concern over frequent shampooing leads to fewer washes
- Conditioner usage reliant on shampoo
- Men are key drivers in hairstyling, though women can be engaged
- Treatments are used as needed, leading to longer purchase cycles
- Recognizable formats drive interest
Product Usage
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- Traditional products have highest usage
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- Figure 18: Product usage, February 2018
- Hair treatments used as-needed; styling products off-trend
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- Figure 19: Product usage, any (net), February 2018
- Younger consumers are more engaged with newer formats
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- Figure 20: Use of shampoo and conditioner, by age, February 2018
- Younger women over-index for usage of styling products
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- Figure 21: Use of styling products and treatments, by age, February 2018
- Black and Hispanic consumers value hydration
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- Figure 22: Select product usage, part 1, by race and Hispanic origin, February 2018
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- Figure 23: Select product usage, part 2, by race and Hispanic origin, February 2018
Importance of Haircare Benefits
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- Customization, damage repair top-of-mind for consumers
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- Figure 24: Importance of haircare benefits, by rank, February 2018
- Younger consumers have higher interest in damage claims
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- Figure 25: Importance of haircare benefits, any rank, by age, February 2018
- Dry hair is an important issue for Black consumers
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- Figure 26: Importance of haircare benefits, any rank, by race and Hispanic origin, February 2018
Usage of and Attitudes toward Shampoo
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- Some consumers skip daily washing
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- Figure 27: Frequency of shampoo usage, February 2018
- Daily shampoo usage driven by men
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- Figure 28: Frequency of usage, any shampoo (net), by gender, February 2018
- Black consumers less likely to shampoo daily
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- Figure 29: Frequency of usage, any shampoo (net), by race and Hispanic origin, February 2018
- Shampoo users value moisturizing formulas
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- Figure 30: benefits sought in haircare, by shampoo users, February 2018
- Frequent shampooing seen as damaging
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- Figure 31: Attitudes toward shampoo, February 2018
- Younger consumers focus on damage concerns
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- Figure 32: Attitudes toward shampoo, by age, February 2018
- Black consumers like to keep it natural
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- Figure 33: Attitudes toward shampoo, by race and Hispanic origin, February 2018
Usage of and Attitudes toward Conditioner
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- Conditioner usage lower than shampoo
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- Figure 34: Frequency of usage, conditioner, February 2018
- Women are more likely to pair conditioner with shampoo
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- Figure 35: Frequency of usage, any conditioner (net), by gender, February 2018
- Frequency of usage is impacted by shampoo usage, regardless of race
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- Figure 36: Frequency of conditioner usage (net), by race and Hispanic origin, February 2018
- Conditioner users over-index for moisture claims
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- Figure 37: Benefits sought in haircare, by conditioner users, February 2018
- Benefit specific conditioners may increase consumer spend
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- Figure 38: Attitudes toward conditioner, February 2018
- Black consumers are benefits driven, but look for natural
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- Figure 39: Attitudes toward conditioner, by race and Hispanic origin, February 2018
Usage of and Attitudes toward Styling Products
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- Mousse dependent on wash cycles, dry-styling more versatile
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- Figure 40: Frequency of styling product usage, February 2018
- Men are more likely to use styling products daily
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- Figure 41: Frequency of usage, any styling product (net), by gender, February 2018
- Styling products can be the final defense against damage
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- Figure 42: Benefits sought in haircare, by styling product users, February 2018
- Usage of styling products is dependent on creating a look
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- Figure 43: Attitudes toward styling products, February 2018
- Engaging 18-24-year-olds essential for hairstyling
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- Figure 44: Attitudes toward styling products, by age, February 2018
- Black consumers prefer natural; Hispanics choose style
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- Figure 45: Attitudes toward styling products, by race and Hispanic origin, February 2018
Usage of Hair Treatments
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- Hair treatments are used as needed
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- Figure 46: Frequency of hair treatment usage, February 2018
- Consumers tend to use treatments a few times a week
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- Figure 47: Frequency of usage, any treatment (net), by age, February 2018
- Hair texture plays a role in type of treatment used
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- Figure 48: Frequency of hair treatment usage (net), by race and Hispanic origin, February 2018
Interest in Haircare Formats
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- Recognizable formats heat up the haircare market
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- Figure 49: Usage and interest in haircare formats, February 2018
- Customization competes with established products
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- Figure 50: Usage and interest in haircare formats, any interest (net), February 2018
- Women driving category innovations
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- Figure 51: Interest in haircare formats, any interest (net), by females, February 2018
- Damage-related products pique the interest of younger consumers
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- Figure 52: Usage and interest in haircare formats, any interest (net), by age, February 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 53: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
- Figure 54: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2012-2017
- Figure 55: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2015 and 2017
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Appendix – Key Players
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- Figure 56: Multi-Outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 57: Multi-Outlet sales of conditioners, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 58: Multi-Outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 59: Multi-Outlet sales of hairspray/spritz, by leading companies and brands, rolling 52 weeks 2016 and 2017
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