Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2013-23
- The issues
- Daily usage of hair products is declining
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- Figure 2: Daily usage of select haircare products, February 2018 and December 2018
- Older adults stick with the same products, particularly mainstream products
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- Figure 3: Select shopping behavior and attitude toward shampoo, conditioner, and hairstyling products, by adults aged 55+, December 2018
- Changing landscape challenges leading companies, but benefits emerging players
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- Figure 4: Market share of shampoo, conditioner, and hairstyling products, by select companies, 2017 and 2018
- The opportunities
- Concerns around frequent washing give dry shampoo usage a boost
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- Figure 5: Use dry shampoo a few times a week, February 2018 and December 2018
- Young adults and women express strong interest in unique ingredients
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- Figure 6: Usage and interest in select ingredients, by age and female, December 2018
- Brands can capitalize on distinct hair concerns and needs
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- Figure 7: Select hair concerns, by hair type, December 2018
- What it means
The Market – What You Need to Know
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- Market expected to maintain steady growth through 2023
- Shampoo dominates haircare market
- Hair type and gender reveal differences in hair concerns
Market Size and Forecast
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- Market expected to maintain steady growth through 2023
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- Figure 8: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2013-23
- Figure 9: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2013-23
Market Breakdown
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- Shampoo dominates haircare market
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- Figure 10: Share of US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2018
- Figure 11: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2013-23
Market Perspective
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- Hair type influences hair concerns
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- Figure 12: Hair concerns, by hair type, December 2018
- Gender reveals differences in hair concerns
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- Figure 13: Hair concerns, by gender, December 2018
Market Factors
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- US population continues to become more diverse
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- Figure 14: Distribution of generations by race and Hispanic origin, 2018
- An aging population can lead to market challenges
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- Figure 15: Population aged 18 or older, by age, 2013-23
Key Players – What You Need to Know
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- Changing landscape challenges leaders but supports emerging brands
- Natural, celebrity, and dry shampoo brands see gains
- Preference for natural hair styles causes styling products sales to slow
- Waterless, portable formats appeal to the eco-conscious and transumers
Company and Brand Sales of Shampoo, Conditioner, and Hairstyling Products
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- Changing landscape challenges leaders but helps emerging brands
- J&J experiences strongest gains
- Manufacturer sales of shampoo, conditioner, and hairstyling products
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- Figure 16: Sales of shampoo, conditioner, and hairstyling products, by company, 2017 and 2018
What’s Working?
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- Natural brands see gains thanks to healthy halo
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- Figure 17: Multi-outlet sales of OGX products, by segment, rolling 52 weeks 2017 and 2018
- Celebrity hairstylist and influencer launches successful haircare line
- Concerns around frequent washing give dry shampoo sales a boost
What’s Struggling?
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- Preference for natural hair styles causes styling products sales to slow
What’s Next?
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- Waterless, portable formats appeal to the eco-conscious and transumers
- Hemp haircare takes the spotlight
The Consumer – What You Need to Know
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- Usage of regular shampoo is universal, but being used less frequently
- Regular conditioner usage is high, yet lower than regular shampoo
- Traditional styling products experience heaviest usage
- Treatments experience limited usage occasions
- Adults take routine-driven approach and are motivated by convenience
- Adults are skeptical toward premium, concerned with frequent washing
- Familiar ingredients benefit from health perceptions and drive interest
Usage of Shampoo and Benefits Sought
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- Usage of regular shampoo is universal, but being used less frequently
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- Figure 18: Usage of shampoo, December 2018
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- Figure 19: Usage frequency of shampoo products, February 2018 and December 2018
- Men wash daily, while women wash a few times a week
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- Figure 20: Usage frequency of any shampoo (net), by gender, December 2018
- Frequent washing concerns drives usage of dry shampoo among young adults
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- Figure 21: Usage of shampoo, by age, December 2018
- Frequent washing is not necessary for Black adults
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- Figure 22: Usage frequency of any shampoo (net), by race and Hispanic origin, December 2018
- Hair concerns influence benefits sought in shampoo
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- Figure 23: Benefits sought in shampoo, December 2018
- Women seek a variety of benefits, men want shampoo made for them
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- Figure 24: Select benefits sought in shampoo, by gender, December 2018
- Positive customer reviews impact young adults
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- Figure 25: Select benefits sought in shampoo, by age, December 2018
- Black adults seek benefits that address their unique hair concerns
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- Figure 26: Select benefits sought in shampoo, by race and Hispanic origin, December 2018
Usage of Conditioner and Benefits Sought
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- Regular conditioner usage is high, yet lower than regular shampoo
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- Figure 27: Usage of conditioner, December 2018
- Usage frequency of shampoo dictates conditioner usage
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- Figure 28: Usage frequency of conditioner products, February 2018 and December 2018
- Daily usage of conditioner is driven by men
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- Figure 29: Usage frequency of any conditioner (net), by gender, December 2018
- “Wash day” dictates Black adults’ usage of hair products
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- Figure 30: Usage frequency of any conditioner (net), by race and Hispanic origin, December 2018
- It is crucial for conditioners to strengthen hair
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- Figure 31: Benefits sought in conditioner, December 2018
- Brand and reviews influence men; women seek protection benefits
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- Figure 32: Select benefits sought in conditioner, by gender, December 2018
Usage of Hairstyling Products and Benefits Sought
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- Traditional styling products experience heaviest usage
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- Figure 33: Usage of hairstyling products, December 2018
- Women use a variety of products
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- Figure 34: Usage of hairstyling products, by gender, December 2018
- Men drive usage frequency of styling products
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- Figure 35: Usage frequency of hairstyling products, February 2018 and December 2018
- Washing habits impact men and women’s usage of styling products
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- Figure 36: Usage frequency of any styling product (net), by gender, December 2018
- Adults aged 18-24 limit styling product usage for natural hair styles
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- Figure 37: Usage of hairstyling products, by age, December 2018
- Black adults drive usage of styling gel
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- Figure 38: Usage of hairstyling products, by race and Hispanic origin, December 2018
- Styling products: the more benefits, the better
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- Figure 39: Benefits sought in hairstyling products, December 2018
- Masculine styling products present opportunities
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- Figure 40: Importance of hairstyling products designed for my gender, by gender, December 2018
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- Figure 41: MULO sales of Dove Men + Care and Suave Professionals Men’s hairstyling gel/mousse, rolling 52 weeks 2017 and 2018
- Hispanics are brand-driven, natural ingredients are a must for Black adults
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- Figure 42: Select benefits sought in hairstyling products, by race and Hispanic origin, December 2018
Usage of Hair Treatments
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- Treatments experience limited usage occasions
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- Figure 43: Usage of treatments, December 2018
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- Figure 44: Usage frequency of treatments, February 2018 and December 2018
- Women drive treatment usage, but there are opportunities to reach men
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- Figure 45: Usage of treatments, by gender, December 2018
- Hydration concerns impact Black adults’ usage of hair treatments
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- Figure 46: Usage of treatments, by race and Hispanic origin, December 2018
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- Figure 47: Usage frequency of any hair treatment (net), by race and Hispanic origin, December 2018
Shopping Behaviors
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- Adults take routine-driven approach and are motivated by convenience
- Environmental concerns remain niche, but can help brands stand out
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- Figure 48: Shopping behaviors, December 2018
- Men are motivated by convenience
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- Figure 49: Select shopping behaviors, by gender, December 2018
- Older adults are routine-driven younger adults take eco-friendly approach
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- Figure 50: Select shopping behaviors, by age, December 2018
Attitudes and Behaviors toward Shampoo, Conditioner, and Hairstyling Products
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- Adults are skeptical toward premium, concerned with frequent washing
- People need a reason to commit to a brand regimen
- Customized products can help confused category users
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- Figure 51: Attitudes and behaviors toward shampoo, conditioner, and hairstyling products, December 2018
- Women have concerns around frequent washing
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- Figure 52: Select attitudes and behaviors toward shampoo, conditioner, and hairstyling products, by gender, December 2018
- Engaging with 18-24 year olds presents opportunities
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- Figure 53: Select attitudes and behaviors toward shampoo, conditioner, and hairstyling products, by age, December 2018
- Black and Hispanic adults see value in hair regimens
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- Figure 54: Select attitudes and behaviors toward shampoo, conditioner, and hairstyling products, by race and Hispanic origin, December 2018
Usage and Interest in Ingredients
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- Adults express strong interest in familiar ingredients
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- Figure 55: Usage and interest in ingredients, December 2018
- Women and younger adults are open to trying unique ingredients
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- Figure 56: Usage and interest in select ingredients, by gender and by age, December 2018
- Black adults seek familiar ingredients
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- Figure 57: Usage and interest in select ingredients, by race and Hispanic origin, December 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 58: Total US retail sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2013-23
- Figure 59: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2016 and 2018
- Figure 60: Total US retail sales and forecast of shampoo, at current prices, 2013-23
- Figure 61: Total US retail sales and forecast of conditioner, at current prices, 2013-23
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- Figure 62: Total US retail sales and forecast of hairstyling products, at current prices, 2013-23
- Figure 63: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2013-18
- Figure 64: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2016 and 2018
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Appendix – Key Players
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- Figure 65: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 66: Multi-outlet sales of conditioner, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 67: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2017 and 2018
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