Consumers are becoming increasingly aware and concerned about how the environment affects the condition of their hair, and are therefore looking for products that benefit their hair all year round. There has been a rise in multi-functional haircare products – for example, seasonal scalp protecting shampoos and conditioners that moisturise in the winter and offer UV protection in the summer.
“There are strong demands for haircare launches that tap into the Seasonality trend, with 30% Brazilian haircare consumers claiming they would pay more for products to protect their hair from sun damage.” - Mintel
Caring for the scalp as well as the hair
Caring for the scalp, as well as the hair, has been a key growth trend, with a focus on ingredients that provide moisturisation, hydration and nourishment for the scalp. In fact, 51% of consumers in Europe show interest in scalp protecting products, according to recent Mintel studies. This has seen growth in all markets from Europe, to Asia Pacific, North America and Latin America.
Just like in face and body care, the men’s haircare market is rapidly expanding too. It’s forecast to grow by 11% to reach £94 million (from its current £85 million) by 2020. In fact, according to Google Trends, in the US, 2015 was the first year that there was more interest in men’s hair than women’s hair on Google (by around 6%)
Natural, ‘free-from’ and organic
34% of women are looking for products with natural or organic ingredients, and 33% have switched to natural or organic brands in the last 12 months. This is fueling growth, with products using botanical and herbal ‘plant-based’ ingredients accounting for 61% of new product launches in 2016 so far. According to Mintel, plant-based ingredients aid the perceived “naturalness” of products in addition to “lending scent and an array of benefits such as moisturisation and nourishment”.
Natural plant oils are on-trend, with popular ingredients such as argan and olive still used, and new oils being introduced such as carrot seed oil, sea buckthorn oil and almond oil – to name a few! Even less fashionable and odorous plants are making a comeback, with a rise in the use of onion and garlic appearing in shampoos, boasting anti-hair loss, antibiotic, anti-inflammatory and anti-bacterial benefits.
"“There could be scope for the use of healthy and natural ingredients, traditionally used in food products such as ancient grains, super fruits and coconut water” - Mintel"
Google Trends: Google Trends, Male Hair Care, January 2014–September 2015, United States.
Report: Mintel, ‘Category Insight: Shampoo & Conditioner’, May 2016
Report: Mintel, ‘Women’s Haircare UK’ April 2016
Presentation: Data Monitor, In-Cosmetics Asia
Article: Mintel, ‘Because he’s worth it: Men’s haircare market in the UK to grow 11% by 2020’, April 2016
Article: Mintel ‘Seasonality as a key beauty trend’ http://www.mintel.com/presscentre/beautyandpersonalcare/mintelannouncesseasonalityasakeybeautytrend