Gender and race increasingly drive US hair care

By Simon Pitman

- Last updated on GMT

Related tags Hair care Hair Us

Demographics are increasingly shaping trends and growth patterns in
the shampoo and conditioner segment, as a new market report points
to the rise in male grooming and the ethnic populations as
being key to future growth.

In the second part of our look in on the latest market report from Mintel concerning the US shampoo and conditioner market, the research notes the distinctive difference in consumption patterns between men and women, while also noting the fast-growing ethnic hair care segment. There have always been distinct differences in the hair care consumer patterns between male and female, with women being 2.5 times more likely to use a conditioner, for example. However, with the market for men's grooming growing fast, the opportunities for new men's hair care products on the market are also multiplying. Mintel's profling suggests that the male consumer is still being neglected in the US market, with the vast majority of marketing messages being directed at females. However, the researchers have found that men gravitate towards the less feminine brands such as Suave and Head & Shoulders, indicating that it may only be a question of time before a more masculine brand is created or extended from another category to capture this segment. This suggestion is further evinced by the report highlighting that men currently use shampoo more often than women and also report specific conditioning needs that are separate from their female counterparts. Likewise the propensity for black and Hispanic populations in the US to buy and use more products is also reported to be capturing the imagination of marketers in the business. In 2006 Pantene introduced a line specifically designed for the frizzy hair problems associated with Hispanic hair, while also launching a line that targeted the problems of breakage with African-American hair types. According to Mintel, such introductions are likely to lead to more products on the market designed specifically for ethnic hair types and their particular hair issues, while additional possibilities may also exist for Asian hair types. However, looking at the wider picture, the highly developed nature of the shampoo and conditioner segment means that total US retail sales are expected to rise at an average annual rate of 2 per cent in current terms and decrease by 1.1 per cent in constant terms between 2006-2011. The bulk of this increase is expected to come from the conditioner market, which is forecast to rise 17 per cent in current terms over the five year period, whereas shampoo is expected to rise 6 per cent in current terms over the same period.

Related topics Hair Care

Related news

Show more

Related products

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 24-Apr-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Tagra Launches New Water-Soluble Biotin Revolution

Tagra Launches New Water-Soluble Biotin Revolution

Content provided by Tagra Biotechnologies | 05-Apr-2023 | Product Presentation

Biotin (vitamin B7) helps improve hair health, skin’s pigmentation, and nail’s appearance. Biotin occurs as a crystalline powder with very little solubility...

Related suppliers

Follow us


View more



Beauty 4.0 Podcast