Herbal formulas growing fastest in the shampoo market

By Deanna Utroske

- Last updated on GMT

Herbal formulas growing fastest in the shampoo market
New research analysis looks at what’s driving the global shampoo market, which products will perform well going forward, and the varied expectations of regional consumers.

By 2019 the market for shampoo globally will be valued as $25.73bn, according to predictions from the market research firm Lucintel.

The overall shampoo market is expected to grow modestly though 2019.

To help account for this, Lucintel identified five factors or trends  impacting the shampoo industry. “The major drivers of the shampoo market [are] product innovation, emerging men's grooming sector, increasing pollution, increasing concern of consumers about their appearance, and increasing demand for natural and organic hair shampoos,” ​notes a media release outlining the report.

Innovations beyond new products—in ecommerce and advertising—are also driving the market, according to the firm.

Launching product solutions that meet consumers’ evolving needs and expectations helps spur demand, confirms Luncintel. Nonetheless the firm’s new analysis focuses on four standard types of shampoo: anti-dandruff, dry, cosmetic, and herbal.

Even a long-standing category like anti-dandruff has room for advancement. A researcher working behind the scenes on Head & Shoulders, a prominent anti-dandruff shampoo, spoke with Cosmetics Design​ about continually innovating the product’s successful formula: “The latest aspect of our research has been focused [on] ensuring that the ZPT is spread effectively on the surface of the scalp to enhance the efficiency of the treatment,” ​said James Schwartz, research fellow at P&G’s beauty and grooming division.

And dry shampoo is gaining ground with time-pressed and eco-conscious consumers. “The dry shampoo category has catapulted…to 5% in 2014,” reports Cosmetics Design​. Mintel analyst Amy Ziegler explains the growth: “Dry shampoo has made a serious case for convenient cleansing as it provides the functional cleaning benefits with the wash, rinse, repeat routine, and directly ties into consumers’ ease of use expectations.”

Natural ingredients and botanical oils for use in hair products are performing well globally and pressing the herbal shampoo market forward.

The herbal shampoo segment is growing at a greater pace than cosmetic shampoo, dry shampoo, and anti-dandruff shampoo,” ​according to the media release.

And that’s been true in the past as well. Herbal shampoo depicted the highest growth rate among all four segments in 2013.”

Brands looking to capitalize on this market growth will develop formulations and marketing around the use and advantages of natural and organic ingredients.  “In [the] herbal shampoo segment, increasing consumer awareness on the benefits of natural and organic hair care products will further drive this market.”

Regional differences
Lucintel’s research report, ​The Global Shampoo Market 2014-2019: Trends, Forecast, and Opportunity Analysis, gives particular attention to the North American, European, and Asia Pacific regions. And, it includes a market breakdown for the rest of the world (ROW) as well.

Importantly, “growing demand of herbal shampoo from emerging economies such as China, India, and the Middle East countries is anticipated to boost the market,” ​observes the researcher.

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