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US- Styling Products Market

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The haircare category is highly saturated and competitive, creating challenges for manufacturers and retailers to encourage increased consumer spending in the category. However, continued improvements in product functionality combined with the emergence of new segments such as anti-aging have the potential to drive future category growth.

Some questions answered in this report include:

Shampoo has high household penetration, making segment growth challenging. What are the opportunities to drive growth and add meaningful value that will encourage consumers to trade up in the segment?

Low price was listed as the top influencer when purchasing haircare in 2012. How can manufacturers elevate the perception of haircare and encourage increased spending in the category?

Natural/botanical is the leading haircare claim and generates high levels of consumer interest. However, consumers aren’t necessarily willing to pay more for natural ingredients. How can the category make natural products a stronger value-added proposition?

Key chapters of the report :

What you need to know
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms

The market
Figure 1: U.S. sales and fan chart forecast of Shampoo, Conditioner, and Styling products-US, at current prices, 2007-17
Market factors
Aging population creates challenges for haircare industry
Figure 2: U.S. population aged 18 or older, by age, 2013 and 2018
Hispanic population highly engaged in the haircare category
Figure 3: Population aged 18 or older, by race and Hispanic origin, 2013 and 2018
Consumer confidence on the rise
Figure 4: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
Segment performance
Figure 5: Sales of shampoo, conditioner, and styling products, segmented by type, 2010 and 2012
The consumer
Shampoo used universally, conditioner and styling product use driven by women
Figure 6: Top five hair products used, by gender, December 2012
Consumers interested in a variety of information sources
Figure 7: Any interest in haircare information sources, by gender, December 2012
Shampoo alternatives generate interest
Figure 8: Any interest in haircare forms, by gender, December 2012

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