Claims Inspired by Other Segments Propel Hair Care Growth

Posted: September 8, 2014

According to Mintel’s Global New Product Database, brightening and Illuminating is the fastest growing claim in hair care, with the number of new products carrying this claim globally shooting up from 21% of all global hair care launches in 2010 to 46% in 2014 (through August). In 2014, the top three claims in the global hair care market are: botanical and herbal, with 52% of all hair care products carrying this claim; brightening and illuminating at 46%; and moisturizing and hydrating at 31%.

Speaking at Beyond Beauty 2014 in Paris, Emmanuelle Moeglin, global fragrance and personal care analyst at Mintel, said: “Hair care has become an exciting space. Manufacturers are trying to convince consumers that they should adopt a hair care regimen to match their skin care regimen, and they’re doing this by using a new lexicon, learning from other categories and extending formats into new segments. Claims inspired by skin care and color cosmetics, such as anti-aging and product featuring light-reflecting technology, offer exciting growth opportunities for the hair care market.”

The presented research also highlights key areas of development in the market, including innovations in established trends such as shampoo and conditioner alternatives and hair oils. Indeed as the “no-poo” movement gains force, Mintel’s new research has found that a desire to cut down on hair care routines is a global desire. When asked about attitudes towards washing hair, as many as four in 10 (39%) French hair care product consumers believe that washing hair frequently is too damaging. In the U.S., almost 58% of hair care consumers express an interest in cleansing conditioners, with 20% of these users being really interested in using these products. Furthermore, 23% of German hair care consumers claim they would pay more for products that make their hairstyle last longer, while 16% of Spanish hair care consumers agree they are willing to pay more for hair care products that reduce blow drying time. Overall, 18% hair care products launched globally in 2014 carry a time or speed claim.

Furthermore, with the rising popularity of shampoo alternatives, an increasing number of consumers are favoring dry shampoo, with the UK leading the way in usage across the top five European countries. Today, 13% of Brits use dry shampoo, ahead of France and Germany (7%) and Italy and Spain (5%).

“Dry shampoo is no longer an emerging segment, and is becoming a must-have for mainstream hair care brands,” says Moeglin. “Consumers want to cut down their hair washing routine, and as a result, usage is increasing and brands are responding to the demand with more dry shampoo offerings. Today’s products are about more than simply cleaning hair, as the concept crosses into other categories with an increasing number of benefits such as styling extender, volumizing and UV protecting.”

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Related Topics: Hair Care (Segments)


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