Brushing up with millennials: Euromonitor’s new hair care research

25-Jan-2017 - Last updated on 25-Jan-2017 at 12:10 GMT

Euromonitor’s recent beauty survey has revealed that millennials are the most frequent users of all hair care products, with daily hair care usage higher among male consumers.

According to the survey results, most women use hair care products one to five times per week, with a considerable number of men using hair products daily across markets.

“While consumers start to pay particular attention to skin care in their 30s, hair care is more of the younger generation’s arena. Even hair loss treatments show a higher ratio of under-30s using them daily than any other age group,” the firm observes.

Key findings

The data from Euromonitor shows that millennials are out-using all other generational groups on every major product category when it comes to hair care.

Looking at hair care products used 3-5 times a week, here are some of the key findings:

For hair and shampoo in standard format, 32.9% of millennials are using these products at the above frequency, compared with 31.8% of Generation X and 28% of Baby Boomers.
Hair conditioner or treatment: 24.3% of millennials, compared with 20.5% of Generation X and 14.8% of Baby Boomers.
Hair styling products: 13% of millennials, compared with 12.2% of Generation X and 9% of Baby Boomers.

Gender and region important too

Ildiko Szalai, beauty and personal care analyst at Euromonitor International comments, “In addition to gender, age and regional differences are also significant in usage habits.”

He notes that in Mexico and South Korea, around 80% of 15 - 29 year olds shampoo daily, compared with just 35% of the same age group in the European markets of Italy and France.

The analyst notes that male consumers are keen on daily styling as well as washing.

“Daily application of hair styling products is also strongly driven by male consumers under 30, as they are more focused on crafting their hair style and making an effort to achieve their desired appearance,” he says.

“This, alongside the fashion for men to have longer hair, is resulting in more frequent usage and more products being used. Aligning innovations with the demands and concerns of this demographic offers the best potential.”