Source: Euromonitor International
The US hair care market was looking lustrous in 2016, recording 3.1% growth to reach $12.68bn, according to Euromonitor International. Styling agents led the way, up 5.3% to $2.39bn, thanks mainly to strong demand for beard care products, as more men opt for the bearded look.
Unfortunately, this urge to be well styled was not replicated across the sub-category. According to Shannon Romanowski, Director of US Beauty and Personal Care Reports for Mintel: “Hair spray and hair styling products represent a smaller portion of overall hair care sales, as styling products are more discretionary and preferences for natural looking hair have made them currently off trend.”
Nevertheless, Mintel research indicates that around 64% of adults use some type of hair styling product with styling gel, cream or lotion being the most used, followed by hairspray. “Such formats benefit from widespread awareness as well as an extensive variety of benefits, addressing a broad set of consumer needs,” Romanowski says. However, she adds: “While overall market penetration of styling products has remained steady, consumers are likely using these products less often, resulting in
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