Haircare sales have suffered in the last two years, not only from a weak economy, but also from a relative lack of major new product breakthroughs to rekindle interest and engagement in the category. Still, marketers continue to fight for market share through a variety of means including line extensions, heavy advertising, stylist endorsements and coordinated product collections that encompass all segments of haircare. Marketing themes that resonate include natural ingredients, hair nourishment and, of course, value.

Haircare sales have suffered in the last two years, not only from a weak economy, but also from a relative lack of major new product breakthroughs to rekindle interest and engagement in the category. Still, marketers continue to fight for market share through a variety of means including line extensions, heavy advertising, stylist endorsements and coordinated product collections that encompass all segments of haircare. Marketing themes that resonate include natural ingredients, hair nourishment and, of course, value.

This report examines the crowded and competitive haircare category from a number of angles. Mintel provides an assessment of recent marketplace activity, highlights sales results and makes projections of where the market is headed. Also included are the results of an exclusive Mintel survey of category users. Mintel explores a range of potential growth opportunities for marketers and retailers.

In addition to the topics noted above, this report provides in-depth information on the following:

Analysis of haircare sales by segment, retail channel, key manufacturer and brand

Brand profiles of major category competitors

Analysis of recent new product introductions from both major players and niche competitors

Haircare advertising

Category-user behaviors and attitudes based on Experian Simmons survey data and Mintel’s own consumer research

Separate analyses of usage data for high-potential demographic groups, including Hispanic and black consumers and teens