According to Datamonitor, current global spending on hair care exceeds US$50bn, with products based on natural ingredients leading product development. Similarly, Euromonitor reports that the trend for natural ingredients is strong in hair care, with most companies launching products featuring nature-inspired ingredients. The green trend could also be responsible for consumers looking for alternatives to silicones. However, most hair conditioning products currently contain silicones and will continue to do so to assure effectiveness, reports Euromonitor.
A report from Stephenson Personal Care in 2016 claims Brazil, Chile and South Korea will show the strongest growth in 2016-17; that 52% of US consumers prefer using a dry shampoo; and that leave-in hair masks and conditioners are preferred in France, Germany, Italy, Russia and the UK. According to Mintel, there are strong demands for hair care launches that tap into the seasonality trend, with 30% of Brazilian hair care consumers claiming they would pay more for products to protect their hair from sun damage.