Source: Euromonitor International
Concerned about the damaging effects of shampoo, cautious about parabens and sulfates in products and swayed by the trend for natural-looking hair, consumer-led changes have shaken up the global hair care market over the past year.
In the US, the ‘no poo’ and ‘co-cleansing’ trends have sparked strong sales of conditioners, while in the UK, usage is down with 40% of consumers washing their hair less, according to Mintel (data: 12 months to January 2016). But there are also plenty of fresh opportunities for brands to explore.
Estimated as of November 2016. Source: Mintel
1. The superfood revolution
One of the most influential trends taking the global market by storm is natural hair care products, says Transparency Market Research, with consumers’ purchasing decisions being increasingly shaped by this trend. Mintel’s Global Haircare Analyst Andrew McDougall adds: “Women are more