Shampoo, Conditioner and Hairstyling Products: Incl Impact of COVID-19 - US - April 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
EXECUTIVE SUMMARY 
Figure 1: Short, medium and long term impact of COVID-19 on shampoo, conditioner and hairstyling, April 2020
The issues 
COVID-19 will lead to short-term decline for haircare 
Daily washing continues to decline 
Figure 2: Shampoo usage frequency, February 2018, December 2018 and February 2020
Hairstyling segment struggles to take hold
Figure 3: Hairstyling usage frequency – net any styling, by gender, February 2020
Engagement declines with age
Figure 4: Product usage, by age 55+, February 2020
The opportunities 
Opportunities to reach consumers with multifunctional products 
Figure 5: Interest in innovations, February 2020
Growing multicultural population opens doors for new products
Figure 6: Hair texture, by race and Hispanic origin, February 2020
Eco claims resonate with young adults
Figure 7: Select interest in innovation, by 18-24 age group, February 2020
What it means
IMPACT OF COVID-19 ON SHAMPOO, CONDITIONER AND HAIRSTYLING
What you need to know 
Figure 8: Short, medium and long term impact of COVID-19 on shampoo, conditioner and hairstyling, April 2020
Opportunities and Threats 
Hair washing routines are disrupted, but not for long
Haircare becomes integral to self-care, opening doors for mass players 
Build beauty communities with CSR and technology
COVID-19 is a catalyst for clean and safe haircare products
Impact on the shampoo, conditioner and hairstyling market
Figure 9: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2014-24
How the crisis will affect haircare’s key consumer segments
Key consumer segments
As salons stay closed, consumers spa-in-place 
Subscription services and DTC brands grow, challenging distribution channels
How a COVID-19 recession will reshape the industry
Economic concerns will impact discretionary spending
A changing landscape showcases new challenges from last recession
COVID-19: US context
THE MARKET – WHAT YOU NEED TO KNOW
Haircare to take expected hit
Shampoo controls the lion’s share of the market
Race influences hair texture 
Multicultural population grows
MARKET SIZE AND FORECAST
Haircare market expected to take a hit, but bounce back post COVID-19
Figure 10: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at current prices, 2014-24
MARKET BREAKDOWN
Shampoo controls the lion’s share of the market
Figure 11: Share of US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2019
Figure 12: Total US retail sales and forecast of shampoo, conditioner  and hairstyling products, by segment, at current prices, 2014-20
MARKET PERSPECTIVE
Most Americans have straight or wavy hair textures
Figure 13: Hair texture, February 2020
Race influences hair texture and concerns
Figure 14: Hair concerns, by race and Hispanic origin, February 2020
Hair texture does not always denote hair structure 
Figure 15: Hair texture, by hair structure, February 2020
Hair loss hits home
Figure 16: Hair concerns, February 2020
Lifestyle influences hair concerns
Figure 17: Hair concerns, by gender, February 2020
Older adults are concerned about hair loss
Figure 18: Hair concerns, by age, February 2020
MARKET FACTORS 
Multicultural population grows
Figure 19: Distribution of generations by race and Hispanic origin, 2019
Influencer launches disrupt market 
IMPACT OF COVID-19 ON SHAMPOO, CONDITIONER AND HAIRSTYLING
KEY PLAYERS – WHAT YOU NEED TO KNOW 
P&amp;G is “Head &amp; Shoulders” above the rest
TikTok “challenges” create opportunities 
Styling struggles to take hold
Haircare gets an eco-edge
COMPANY AND BRAND SALES OF SHAMPOO, CONDITIONER AND HAIRSTYLING PRODUCTS
P&amp;G is “Head &amp; Shoulders” above the rest
Dry shampoo brands see gains
Sales of shampoo, conditioner and hairstyling products by company 
Figure 20: Sales of shampoo, conditioner and hairstyling products, by company, 2019 and 2020
WHAT’S WORKING
Blonde shampoos are a highlight
Figure 21: Multi-outlet sales of select color refreshing shampoos, by companies and brands, rolling 52 weeks 2019 and 2020
TikTok “challenges” create opportunities 
How haircare brands can reach audiences on TikTok
Shampoo brands with natural and eco-positioning see success
Figure 22: Multi-outlet sales of select shampoos, by companies and brands, rolling 52 weeks 2019 and 2020
Indie men’s styling brands disrupt market
Figure 23: Multi-outlet sales of select hairstyling products, by companies and brands, rolling 52 weeks 2019 and 2020
WHAT’S STRUGGLING
Styling struggles to take hold
Figure 24: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2019 and 2020
WHAT TO WATCH
Haircare gets an eco-edge
Consider the implications: Wellbeing Trend Driver 
Skincare innovations shed light on haircare opportunities 
Future proof brands with science-backed safe synthetics and biotechnology
THE CONSUMER – WHAT YOU NEED TO KNOW 
Young women are heaviest product users and represent key audience
Dependence on dry shampoo grows as consumers prolong washes
Dry hair concerns boost conditioner usage 
Black adults hair concerns dictate treatment usage
Older adults take a routine-driven approach to shopping
Eco-friendly claims are important to young adults
18-24 year olds rely on social media for haircare information
Time-saving products resonate with women
PRODUCT USAGE
Consumers are trading regular shampoo for alternative formats
Figure 25: Product usage, December 2018 and February 2020
Women drive usage for most products
Figure 26: Product usage, by gender, February 2020
Older adults stick to product staples
Figure 27: Product usage, by age, February 2020
Product usage reveals unique needs among Black adults
Figure 28: Product usage, by race and Hispanic origin, February 2020
Young women are heaviest haircare users 
Figure 29: Repertoire analysis, product usage – by female, 18-34, February 2020
SHAMPOO USAGE FREQUENCY 
Washing occurs a few times a week
Figure 30: Shampoo usage frequency, February 2020
Daily shampoo usage continues to decline
Figure 31: Shampoo usage frequency, February 2018, December 2018 and February 2020
Gender influences washing routines
Figure 32: Regular shampoo usage frequency, by gender, February 2020
Race dictates usage frequency
Figure 33: Regular shampoo usage frequency, by race and Hispanic origin, February 2020
CONDITIONER USAGE FREQUENCY 
Daily hair washers sacrifice steps to save time 
Figure 34: Conditioner usage frequency, February 2020
Desire for moisture boosts conditioner usage 
Figure 35: Regular conditioner usage frequency, February 2018, December 2018 and February 2020
Conditioners are a staple for women 
Figure 36: Conditioner usage frequency – net any conditioner, by gender, February 2020
Black adults use conditioning products on non-shampoo days
Figure 37: Conditioner usage frequency – net any conditioner, by race and Hispanic Origin, February 2020
HAIRSTYLING USAGE FREQUENCY
Styling usage is dependent on washing routines
Figure 38: Hairstyling usage frequency, February 2020
Styling products are used more often, but less frequently
Figure 39: Hairstyling usage frequency – net any styling, February 2018, December 2018 and February 2020
Daily hairstyling usage is driven by men
Figure 40: Hairstyling usage frequency – net any styling, by gender, February 2020
Older adults use styling products more frequently
Figure 41: Hairstyling usage frequency – net any styling, by age, February 2020
HAIR TREATMENT USAGE FREQUENCY
Hair oil is most likely to be used daily
Product Highlight
Figure 42: Hair treatment usage frequency, February 2020
Hair treatments poised to grow
Figure 43: Usage frequency of treatments, February 2018, December 2018 and February 2020
Race influences treatment usage
Figure 44: Usage frequency of hair treatments – net any treatment, by race and Hispanic origin, February 2020
SHOPPING BEHAVIORS
Online shopping grows
Figure 45: Shopping behaviors, February 2020 and December 2018
Older adults take a routine-driven approach to shopping
Figure 46: Select shopping behaviors, by age, February 2020
Short ingredient lists resonate with Black adults
Product spotlight 
Figure 47: Select shopping behaviors, by race and Hispanic origin, February 2020
PRODUCT CLAIMS
Important haircare claims reflect hair concerns
Functional benefits and recognizable ingredients win over consumers
Figure 48: Product claims, February 2020
Women seek a wide variety of claims
Figure 49: Product claims – important, by gender, February 2020
Young adults are eco-conscious
Figure 50: Product claims – important, by age, February 2020
Black adults seek products that address unique hair concerns
Figure 51: Multi-outlet sales of Cantu, rolling 52 weeks 2019 and 2020
Figure 52: Product claims – important, by race and Hispanic Origin, February 2020
Functional claims still have most reach
Figure 53: Turf analysis – benefits sought, February 2020
Figure 54: Table – TURF analysis – product claims, January 2020
Methodology
ATTITUDES AND BEHAVIORS TOWARD HAIRCARE
Confusion still clouds haircare
Figure 55: Attitudes and behaviors toward haircare, February 2020
18-24 year olds use social media to research haircare
Figure 56: Select attitudes and behaviors toward haircare, by age, February 2020
DIY product mixes appeal to Black adults 
Figure 57: Select attitudes and behaviors toward haircare, by race and Hispanic Origin, February 2020
INTEREST IN INNOVATIONS
Clean haircare products have widespread appeal 
Figure 58: Interest in innovation, February 2020
Women are interested in fighting fade with color refreshers 
Figure 59: Interest in innovation, by gender, February 2020
Eco-innovations appeal to most, regardless of age
Figure 60: Love Beauty and Planet – benefits of fast rinse conditioners video
Figure 61: Interest in innovations, by age, February 2020
Scalp innovations reach Asian and Black adults 
Figure 62: Interest in innovations, by race and Hispanic Origin, February 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 63: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, at inflation-adjusted prices, 2014-24
Figure 64: Total US retail sales and forecast of shampoo, conditioner and hairstyling products, by segment, at current prices, 2014-19
Figure 65: Total US retail sales of shampoo, conditioner and hairstyling products, by segment, at current prices, 2017 and 2019
APPENDIX – RETAIL CHANNELS  
Figure 66: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2014-19
Figure 67: Total US retail sales of shampoo, conditioner and hairstyling products, by channel, at current prices, 2017 and 2019
APPENDIX – KEY PLAYERS 
Figure 68: Multi-outlet sales of shampoo, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 69: Multi-outlet sales of conditioner, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 70: Multi-outlet sales of hairstyling products, by leading companies and brands, rolling 52 weeks 2019 and 2020